Diageo, the owner of brands including Ciroc, Don Julio, Bulleit and Zacapa, today announced an exclusive global partnership with IMG’s Taste Festivals. As well as festivals, the collaboration will span across Taste Tuesdays – a new monthly international in-restaurant event series, and Taste Residences – exclusive chef’s table experiences.
Mixologists will join forces with leading chefs to create immersive experiences, educating culinary and cocktail lovers on combining food and spirits with diverse ingredients, flavours and recipes for every occasion.
Cristina Diezhandino, scotch category director and managing director of Diageo, commented: “We are excited to announce a partnership between Diageo and Taste, which explores and celebrates a new age where the worlds of food and drink come closer together than ever before.
“I’ve increasingly seen people from across the world demand more from their food and drink. They want to know what their ingredients are and where they have come from. They want to know how their food and drink has been prepared, learn how to do it at home and overall, be offered a more immersive experience.”
Justin Clarke, senior vice president and managing director of Culinary at IMG, added: “We’re combining Diageo’s most-loved brands with our global Taste Festivals platform to unlock exciting, immersive new experiences that celebrate the very best of food and drink together.
“Whether through our festivals or new Taste Tuesdays and Taste Residence events, we cannot wait to explore and share top chefs and mixologists’ latest recipes, tips and trends with audiences all over the world.”
Taste Festivals are attended by more than 500,000 people annually across cities such as London, Milan, Athens, Amsterdam, Dublin, London, Moscow, Rome, Sydney, Sao Paulo and Hong Kong.
A launch event to celebrate the partnership was held in London on May 11 and was attended by some of the food and drink industry’s leading experts including chef Alex Atala and food writer Andrea Petrini, with food created by Manoella Buffara and cocktails by Diageo Global Cocktailian, Lauren Mote.