Major Stars Attended Sponsored Whisky Speakeasy Before 79th Tony Awards
A Baccarat and Dewar's Scotch Whisky-sponsored speakeasy was held on the second mezzanine of Radio City starting at 4:30 p.m. on Tony Awards Sunday, featuring celebrity attendees including Usher, Sarah Paulson, Queen Latifah, and Cole Escola. The event served signature cocktails before the official Tony Awards ceremony began at 8 p.m. The activation highlights how major brands integrate into entertainment industry events through sponsored experiences.
Prior to the 79th Annual Tony Awards ceremony, a branded speakeasy experience sponsored by Baccarat and Dewar's Scotch Whisky hosted prominent Broadway and entertainment figures at Radio City Music Hall. The event began at 4:30 p.m. on Sunday afternoon and featured three signature cocktails—The Stage Door Canteen, The Curtain Call, and The 21st Measure—made with Dewar's 21 Year Old Oloroso whisky. Notable attendees included Usher, who worked behind the bar, Sarah Paulson, Queen Latifah, Cole Escola, Bowen Yang, Matt Rogers, and NSYNC members Joey Fatone and JC Chasez. The cocktails were made available to the public at select New York venues through the end of the week, and recipes were published for home preparation. After the official Tony Awards ceremony and opening act, guests proceeded to an after-party at Rockefeller Center featuring food and additional beverages.
What's missing
The article does not disclose the financial arrangement between Variety and the sponsors, nor does it provide context about how prevalent such sponsored activations have become at major awards shows or their impact on event accessibility for non-VIP attendees.
How coverage differed
The Variety article is presented as entertainment coverage but functions substantially as branded content, with detailed product placement, cocktail recipes, purchase links, and extensive photography that serves the sponsors' marketing objectives. The framing emphasizes celebrity attendance and exclusivity rather than critically examining the commercialization of the event.
What different sources said
- VarietyCenter
What Did This Year’s Biggest Stars Do Before the Tonys? Sip Whisky at This VIP Speakeasy
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