Miami, FL–(HISPANIC PR WIRE)–June 21, 2006–The makers of JOHNNIE WALKER(R) this week launched “Winners Always Stay in Control.”, an unprecedented campaign on the importance of making responsible decisions about drinking. The U.S. Hispanic effort features one of the best drivers in racing: world-famous Team McLaren Mercedes Formula One driver, Juan Pablo Montoya.
“As the world’s number-one Deluxe Scotch whisky, JOHNNIE WALKER(R) recognizes its role in educating consumers about drinking responsibly,” said Chris Parsons, Vice President of Scotch, Diageo North America. “This campaign was borne from our commitment to continuously strive to be at the forefront of industry efforts to promote the responsible consumption of alcoholic beverages.”
The multi-faceted initiative includes a Spanish language Public Service Announcement with Juan Pablo Montoya; retail point of sale materials; an interactive responsible drinking educational kiosk based upon the Blood Alcohol Educator program created by The Century Council, a not-for-profit organization funded by distilled spirits producers; a sweepstakes where a consumer will win a trip to the Brazil Grand Prix in October, and a bilingual website. Additionally, a Safe Rides Home program featuring Team McLaren Mercedes test driver, Pedro de la Rosa, will take place in Chicago prior to the U.S. Grand Prix in Indianapolis.
“The global partnership between JOHNNIE WALKER(R) and Team McLaren Mercedes creates a powerful platform to speak to Latino consumers about being in control and making smart choices about responsible drinking,” said Maribel Viteri, Multicultural Brand Manager for JOHNNIE WALKER(R). “Formula One is a highly visible and popular sport around the world. Juan Pablo’s near legendary status makes him an excellent ambassador for our responsibility message.”
According to Montoya, Formula One provides an ideal medium to disseminate messages about making the right choices. “I urge everyone to designate a driver if they are going to drink. It is the best way to remain in control,” says Montoya. “We need to bring awareness to this issue and this campaign does that.”
“This is a unique effort for JOHNNIE WALKER(R),” states Virginia Sanchez, Vice President of Corporate Relations for Diageo North America. “As the industry leader, it’s one more example of how we make responsible drinking a central theme in our marketing campaigns.”
For more information on “Winners Always Stay in Control”, including tips from Montoya on responsible drinking, visit http://www.johnniewalker.com/racing.
About JOHNNIE WALKER(R)
Since 1909, when the makers of Johnnie Walker Blended Scotch whisky adopted the unmistakable iconic image of the Striding Man, the brand has become a global symbol representing the values of a pioneering spirit, progress and innovation. The Johnnie Walker(R) portfolio features five award-winning whiskies – Red Label(R), Black Label(R), Green LabelTM, Gold Label(R) and Blue Label(R) – imported and distributed in the United States by Diageo North America. At the 2006 San Francisco World Spirits Competition, Green Label was named “Best Blended Scotch.” More than four bottles of Johnnie Walker are consumed every second, and more than 120 million bottles are sold every year in more than 200 countries. The product line covers a broad range of occasions for the whisky drinker from every day to special moments. The five premium brands represent a range of prices and tastes that share a remarkable 180-year history and a commitment to quality. Additional information about Johnnie Walker may be found at http://www.johnniewalker.com.
McLaren Racing, the company behind Team McLaren Mercedes team, formed in September 1980 as a result of a merger between Team McLaren and Project Four, a British company owned by Ron Dennis, now Chairman and CEO of the McLaren Group. McLaren has competed in Formula One since 1966 and since then is the most successful Formula One team with 148 Grands Prix wins. The team has also claimed eleven Formula One Drivers’ World Championships and eight Formula One World Constructors’ Championship and to date, McLaren has raced in 603 Grands Prix. The McLaren Technology Centre in Woking, England, the McLaren Group’s headquarters has been developed on a 50 hectare site. The facility includes design studios, laboratories, research and testing facilities, electronics development, machine shops and production facilities for the Team McLaren Mercedes Formula One cars and the Mercedes-Benz SLR McLaren. For more information about McLaren please visit http://www.mclaren.com
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Guinness, Smirnoff, J&B, Buchanan’s, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Dulseda, Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit http://www.diageo.com
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