Johnnie Walker unveils a rare 24-year-old whisky and launches a historic Brazil-exclusive edition for the FIFA World Cup 2026™

Building on the insight that the same 24 years that separated Brazil’s third and fourth World Cup titles now separate the fifth title from a possible sixth, the campaign connects football to the whisky maturation process and offers exclusive experiences featuring the rare liquid.

Few moments have the power to unite the world around a shared emotion, and the FIFA World Cup™ is one of them. In Brazil, where the tournament transcends football and becomes a symbol of collective celebration, it connects generations through a shared passion and a sense of anticipation that is also part of its history. It is through this lens that Johnnie Walker introduces a special 24-year edition in Brazil, inspired by the gap between the 1970 and 1994 World Cup victories, as well as the period separating Brazil’s last title in 2002 from the FIFA World Cup 2026™, positioning time as the central element of this journey.

The bottle brings the “Keep Walking” concept to life by translating into liquid the idea that no victory is immediate, but rather built through resilience, consistency, and the courage to keep moving forward—even when the path feels uncertain. The rare 24-year-old liquid will not be available for sale and will be accessible to the public exclusively through special brand-led initiatives throughout the campaign.

The insight stems from a striking piece of research: 77% of Brazilians consider themselves optimistic, yet only 33% believe in winning the sixth World Cup title this year*. From this tension, the brand proposes a new perspective—that the true meaning of optimism lies in the ability to keep moving forward, understanding that great achievements require time, consistency, and evolution.

Just like in whisky maturation—where every stage is essential to reaching peak quality—the campaign, developed by AlmapBBDO, invites audiences to see the journey toward victory as a continuous process, where time is one of the most valuable ingredients, both on and off the field.

Launched in April, the initiative features content starring Cafu, who connects to the narrative as the first to experience the 24-year-old bottle and the last captain to lift the World Cup trophy for Brazil in 2002—bridging past, present, and future within the creative concept.

“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,” says Cafu.

More than a product launch, the edition emerges as a symbol of hope. Every drop reflects the maturation, patience, and consistency that define both the whisky-making process and the journey of those who never stop moving forward.

The initiative continues with a charity auction that will bring together exclusive experiences and offer the public the opportunity to taste the rare 24-year-old liquid in a unique setting. Further details will be announced by the brand soon.

“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. Being at the FIFA World Cup 2026™ for the first time with Johnnie Walker is a way of celebrating this collective journey—valuing time, resilience, and, above all, the way we choose to live these moments,” says Guilherme Martins, CMO of Diageo in Brazil.

More than a product launch, this edition stands as a symbol of hope. Each drop reflects the maturation, patience, and consistency that define both the whisky-making process and the journey of those who never stop moving forward. The initiative continues through a charity auction that will bring together exclusive experiences, offering the public the opportunity to taste the rare 24-year-old liquid in a truly unique setting. Further details will be announced by the brand in due course.

The initiative is part of Diageo’s broader platform for the FIFA World Cup 2026™ and marks a milestone for the company as it makes its debut as an official supporter in the Americas, also representing the first time a spirits company takes on this role. Beyond brand presence, the movement reinforces Diageo’s natural territory of celebrating together, while underscoring a non-negotiable principle: the best move is to celebrate responsibly. This commitment guides the company’s actions throughout the tournament and reinforces its vision for responsible consumption, showing that the best moments of the World Cup are those experienced with balance, awareness, and responsibility.

Source: AlmapBBDO

  Advertising, AlmapBBDO, brazil, Campaign, Diageo, FIFA World Cup, Johnnie Walker, Launch, Marketing