Smirnoff is proud to announce its return to Electric Picnic 2025, as part of Smirnoff Sound Nation – the brand’s new music platform. At Smirnoff, we believe music is for everyone and that’s why we’re committed to opening up the world of live music to more people, with a focus on accessibility, self-expression and shared experiences. Smirnoff Sound Nation is all about creating immersive, inclusive spaces where every music lover feels welcome, seen and part of the moment.
After an unforgettable start to the summer at events and festivals around the country, Smirnoff Sound Nation is bringing the party to its next stop, Ireland’s biggest music and arts festival – Electric Picnic.
MUSIC & TALENT: HOMEGROWN. GLOBAL. DIVERSE.
Smirnoff’s Electric Picnic 2025 lineup is a celebration of emerging Irish talent and progressive global sounds, spotlighting artists who reflect the diversity and vibrancy of today’s music culture.
Festival-goers can expect unforgettable performances from international headliners such as Gorgon City, Jungle, Effy and SHEE. The Smirnoff Stage will also showcase grassroots DJs including Derv, Onai and Kayleigh Glynn who will each bring their unique sounds and vibe to the stage. Alongside this fresh energy of Irish DJs, the event will feature the dynamic winner of the Smirnoff Invites Competition – the brand’s first ever Irish artist contest, offering one rising DJ the opportunity to perform on the Smirnoff Stage at Electric Picnic.
In celebration of 25 years of Smirnoff ICE, the stage will also play host to the legendary Smirnoff ICE Queens, who will deliver high-energy, immersive performances that champion bold self-expression in all its forms.
And that’s not all – this year also sees the launch of a bold new campaign in collaboration with District Magazine. Smirnoff is rolling out a nationwide open call to decide who should take to the stage as part of the 2025 Smirnoff Collective. Fans and communities across Ireland are invited to nominate collectives across Fashion & Beauty, Music, Performance, Arts and more!
The chosen Smirnoff Collective will then join the official lineup at Electric Picnic 2025, bringing fresh voices, bold creativity, and vibrant energy to the Smirnoff Stage.
INCLUSION & ACCESSIBILITY: A STAGE BUILT FOR EVERYONE
Smirnoff is setting a new standard for inclusive festival spaces. Designed with accessibility and equity at the forefront, the Smirnoff Stage includes:
- Boiler Room Stage Access which will also be wheelchair accessible
- Haptic suits
- Lowered bar countertops
- Wheelchair accessible lift to take guests to the top deck of the spirit bar
- Braille drink menus
- Sign language interpretation and screen captioning
- Accessibility queues
- Sensory-friendly features, including earbuds
The Smirnoff stage at Electric Picnic is a dance floor where everyone is welcome, celebrated, and free to express who they are.
Beyond the physical space, Smirnoff is also committed to ensuring access at every level. This includes ticket giveaways aimed at making festival experiences available to more people, as well as partnerships with diverse and unique organisations that amplify underrepresented voices such as Gay Star news and Four Four.
PRODUCT & INNOVATION: THE HEARTBEAT OF THE EXPERIENCE
Smirnoff’s innovation doesn’t stop at the bar. Festivalgoers can experience:
- A drinks menu featuring Smirnoff Ice and Smirnoff Ice Iced, delicious cocktails from Cosmo Coolers to Smirnoff Raspberry Crush to Smirnoff Mules
- Playful, purpose-led spaces that bring the brand to life
This is a place where product meets purpose delivering flavour, fun, and culture in every detail.
With 80,000 festivalgoers expected at Electric Picnic, the Smirnoff Stage continues to lead the charge in making music culture more inclusive, more experimental, and undeniably fun. This is a space where everyone is invited.
SMIRNOFF QUOTE:
“At Smirnoff, we believe music should bring people together, no matter who they are. That’s why we’re proud to create a space at Electric Picnic that celebrates diversity, prioritises accessibility, and showcases incredible talent – a place where all tastes can come together for one unforgettable party.”
[David Heaney, Head of Marketing Spirits, Diageo Ireland]
We are delighted to welcome Smirnoff back to Electric Picnic in 2025. The brand is not only enhancing the festival experience with incredible music and atmosphere but also demonstrating a meaningful commitment to inclusivity and accessibility.”
[Melvin Benn, Festival Director]
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