Johnnie Walker has joined the SXSW Sydney Unlocked public program for 2025, which will transform Tumbalong Park and surrounds into an inclusive, free-access cultural playground from October 13–19.

With over 85 hours of programming designed for CBD workers, students, families and curious minds, SXSW Sydney Unlocked invites everyone to experience a taste of this global innovation, culture and creativity festival without spending a cent.

From midday music and short films to sunset DJ sets, fashion showcases, and even a VR games showdown, SXSW Sydney Unlocked is designed to inspire and entertain. Open daily to the public with extended hours from Thursday to Saturday, the program brings together cutting-edge tech, top-tier talent, and immersive experiences in the heart of the city – including free access to both the Games Showcase and Innovation Expo on Saturday.

Tumbalong Park will come alive with bold, interactive activations from some of the world’s leading brands, designed to spark curiosity, creativity and connection.

At Tumbalong Park, Johnnie Walker will offer a premium bar experience, unveiling its new Johnnie Walker Black Ruby Blackberry & Soda.

Johnnie Walker Black Ruby Blackberry & Soda features Black Ruby Blended Scotch Whisky with blackberry and elderflower, finished with soda to create a whisky spritz.

Johnnie Walker will also present the SXSW Sydney 2025 Music Festival, where the brand is backing the next generation of
Australian music talent.

As part of this partnership, the brand recently unveiled the Walk to Austin Award presented by Johnnie Walker Black Ruby, giving one emerging local artist the opportunity to perform on a global stage at SXSW in Austin in 2026, capturing the spirit of cultural momentum, individuality and progress, in both flavour and philosophy.

Learn more about SXSW Sydney Unlocked here.

How SXSW boosts brands

SXSW has become a platform for brands to experiment with new ways of engaging with their audience. Activations allow brands to create unique ways of sharing their brand story through participatory, interactive experiences.

Some of SXSW’s most iconic activations in Austin have included the White Claw Shore Club and the Johnnie Walker Cocktail Bar.

Johnnie Walker invited guests of SXSW to a tasting its Scotch Whisky and a range of elevated cocktails in the registration lounge.

At SXSW Sydney, Suntory Minus 196 created a 12-metre-tall EXTREME Vending Machine for the first two years of the festival.