24-Year Johnnie Walker marks Brazil’s road to FIFA 2026

Johnnie Walker has introduced a limited 24-year whisky edition in Brazil tied to the country’s FIFA World Cup history and the upcoming FIFA World Cup 2026.

Developed as part of Diageo’s broader World Cup campaign, the release draws inspiration from the 24-year gap between Brazil’s 1970 and 1994 World Cup victories, as well as the period between the country’s last title in 2002 and the 2026 tournament.

Campaign focuses on resilience and optimism

Johnnie Walker said the campaign builds on its “Keep Walking” platform by positioning time, resilience, and persistence as central themes connected to both football and whisky maturation.

The 24-year-old whisky will not be sold commercially and will instead be made available through brand-led activations and experiences throughout the campaign.

Created by AlmapBBDO, the campaign was informed by research showing that 77 percent of Brazilians consider themselves optimistic, while only 33 percent believe the national team will win a sixth World Cup title in 2026.

The brand said the initiative aims to reframe optimism as a long-term process linked to consistency and perseverance rather than immediate success.

Cafu features in campaign launch

The campaign launched in April with content featuring Cafu, the former Brazil captain who lifted the World Cup trophy in 2002.

Cafu: “Football has taught me that no great achievement happens without time, dedication, and courage. In 2002, we lived one of the greatest moments in our history, and it is symbolic to think that, in that same year, the maturation of a whisky began that now represents the greatness of that moment and carries the same symbolism of a journey built with purpose."

Diageo said the campaign will continue with a charity auction featuring exclusive experiences and opportunities for consumers to sample the whisky in a dedicated setting.

Diageo expands FIFA World Cup involvement

The initiative also marks the first time Diageo has participated as an official supporter of the FIFA World Cup in the Americas, as well as the first time a spirits company has taken on that role.

Guilherme Martins, CMO, Diageo in Brazil: “Just like in football, there are no shortcuts to great achievements. What drives us is the ability to keep moving forward, even in the face of challenges, understanding that every step is part of something bigger.”

The company said responsible consumption messaging will remain central to its World Cup-related activity, with campaigns focused on celebrating the tournament responsibly.

www.diageo.com

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