Jameson returns to Electric Castle as Main Spirits Partner and marks the launch in Romania of the global platform Jameson Connects, an initiative built around authentic connections, local communities and experiences that bring people together.
Through a special collaboration with Teoria Bar, one of the most appreciated cocktail bars in Bucharest, Jameson is preparing for the 2026 edition an experience that will transform a hidden venue within Electric Castle into a destination dedicated to those who wish to explore beyond the festival’s classic routes.
The Jameson @ EC 2026 experience invites participants to live the festival in a different way: more spontaneous, more personal and closer to the people they meet along the way. Because some of the most beautiful festival memories are not born from plans made in advance, but from choices made in the moment: an unexpected conversation, a concert discovered by chance, or a hidden place found by following a simple clue.
Electric Castle 2026 becomes the first place in Romania where Jameson Connects comes to life, the global Jameson platform dedicated to local communities, authentic collaborations and experiences that bring people together. Launched internationally, the platform celebrates the people, places and initiatives that contribute to the social culture of the communities they are part of.
The first local expression of this platform is Jameson Shelter x Teoria Bar, a hidden space designed as a refuge for participants seeking a different experience amid the festival’s energy. Without revealing too much, Jameson and Teoria Bar invite festival-goers to set out in search of this place and discover its distinctive atmosphere.
Here, music, conversations and cocktails meet in a setting created for authentic connections and memorable moments.
The Jameson experience at EC will be completed by special menus, limited edition prizes, a photo corner and many other surprises prepared for those who make it to the Jameson activation.
“We believe the best experiences are not the ones planned down to the last detail. Often, they happen when the right people meet in the right place. Jameson Connects is about such moments, about communities, collaborations and real connections. Electric Castle is the perfect context to bring this platform to Romania and to build, together with Teoria Bar, an experience that invites people to discover, interact and create memories together,” says Ștefan Tache, Whisky Brand Manager, Pernod Ricard Romania.
The Jameson @ EC spirit also manifests beyond Bonțida. For the second consecutive year, Jameson extends the Electric Castle experience through dedicated activations, in over 20 partner HoReCa locations across the country, through @Bontida Takeovers. Inspired by the same energy of connection and community, these bring special moments, dedicated menus and a preview of the complete experience awaiting them at Bonțida, starting July 16.
