Johnnie Walker Becomes Official Whisky of Formula One
In a new partnership with the Formula One group, Johnnie Walker continues to expand its responsible drinking initiative. Dubbed Join the Pact, the platform will receive impetus from the top racing program in the world.
During the announcement ceremony, Nick Blazquez, President of Diageo in Africa and Asia, disclosed the ambits of the partnership. A multi-year partnership will allow both companies to promote the platform. However, the big winner was Johnnie Walker which also became the Official Whisky of Formula 1.
This weekend, the 2024 Formula 1 Singapore Airlines Singapore Grand Prix will drift out at the Marina Bay street circuit. However, as opportune as this may seem, this is not the first racing rodeo for the whisky giant. The Walker brand has established a long history with the motorsports industry.
Johnnie Walker Crowned Official Whisky of Formula One
In 2005, Johnnie Walker established a partnership with McLaren Mercedes that has endured for years. The new arrangement will only spur an already popular whisky to the frontline.
Speaking at the Conrad Centennial Hotel in Singapore, Nick Blazquez said: “Becoming the Official Whisky of Formula 1 will enable Johnnie Walker to greatly extend its reach to race fans. As a result of our new arrangement, we will have access to a global television audience of more than 450 million people and a track attendance audience of around 1.5 million every year.
“Equally important, and a key reason for Johnnie Walker to become the Official Whisky of Formula 1, is the huge opportunity we have through this expanded global platform to reach even more F1 fans around the world with responsible drinking messages.
“We believe there is great potential in what we can achieve together. The Johnnie Walker Join the Pact campaign is a proven, powerful program that is already driving positive change. More than 1 million people around the world have signed the Join the Pact pledge to ‘Never Drink and Drive’. We are therefore announcing today our intention to increase our investment behind this program, activating it in new territories with an ambition of gaining a further five million personal commitments over the next four years.”
