Lewis Hamilton and Johnnie Walker support Silverstone
Park & Ride service with anti-drink drive messaging
2 July 2007
Fans at this year's British Grand Prix will be greeted by giant images of their home Formula 1
star, Lewis Hamilton, as they arrive at the Silverstone Park & Ride, supported by Johnnie
Walker. This is the first time the pioneering Park & Ride service has been backed, and
Johnnie Walker, a partner of Lewis' Vodafone McLaren Mercedes team, is supporting the
scheme as part of its' Responsible Drinking initiative to spread the message of never drinking
Responsible Drinking messaging is at the core of the Johnnie Walker Formula 1 sponsorship,
and the Park & Ride partnership with Silverstone aims to raise awareness of the Johnnie
Walker 'Winners Always Stay in Control - Never Drink and Drive' campaign.
Current F1 World Championship leader, Lewis Hamilton, has lent his support with a message
for Grand Prix visitors. 'I want to use my experience to help raise awareness of the
importance of staying in control, and never drinking and driving,' he said. 'I am pleased to be
able to work with Johnnie Walker to help reinforce this essential message.' Lewis concluded:
'My advice to anyone who is going out and wishes to have a drink is don’t use your car. Stay
in control and plan ahead to designate a driver, take a taxi or use public transport. Never,
ever drink and drive.'
With over 20,000 spectators already planning to use Silverstone’s Park & Ride scheme, the
aim is to drive home this simple, but essential message to all visitors to the British Grand
Prix. Each user will receive a limited edition lanyard, outlining the key Johnnie Walker key
responsible drinking tips, including a personal message from Lewis Hamilton. Silverstone’s
Park & Ride service was introduced in 1999 as part of an improved traffic system, and is the
only park and ride initiative of its kind at any F1 race track.
Lending its' support to this valuable scheme is national road safety charity, Brake. Matthew
Henderson, leading Corporate Fundraiser for BRAKE commends the initiative: 'Our aim is
to prevent death and injury on the roads through education of all road users, so we are
delighted that the Johnnie Walker Responsible Drinking campaign is out there driving this
The Johnnie Walker Responsible Drinking campaign is implemented globally, taking in
Grands Prix and international destinations alike. The initiative is led by two-times F1 World
Champion Mika Hakkinen, the Johnnie Walker Global Responsible Drinking Ambassador,
who has already travelled to Poland, Monaco, Montreal, Kuala Lumpur and Valencia
spreading the key Johnnie Walker Responsible Drinking messages.
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About MIKA HAKKINEN
Mika Hakkinen raced in Formula 1 from 1991 to 2001, winning the FIA Drivers’ World
Championship in 1998 and 1999 with McLaren Mercedes. He has raced for Mercedes in the
DTM (German Touring Car) series since 2005.
About Johnnie Walker and Formula 1
Johnnie Walker is the world’s number one selling whisky brand, enjoyed by people in almost
200 countries around the world. Since the time of founder, John Walker, it has been closely
associated with the concept of personal progress. A combination of consumer insight,
determination and commercial astuteness enabled three pioneering generations of Walker
men to grow the small grocery store founded in 1820 into an international whisky business
selling stylish, authentic, iconic brands.
This progressive and innovative approach has continued into the 21st century and in 2005
Johnnie Walker entered a partnering agreement with the Vodafone McLaren Mercedes
(VMM) Formula 1 team. Today Johnnie Walker is recognised as an icon of personal
progress, as an international, high-status, sophisticated and dynamic brand. The Vodafone
McLaren Mercedes team and Formula 1 racing closely match these characteristics and
provide a unique and exciting platform for engaging with today’s consumer.
Diageo is committed to promoting responsible drinking, and responsible drinking is at the
heart of our sponsorship of VMM / F1. The issues of responsibility and choice are critical to
the debates on alcohol. Through its pioneering sponsorship, and with Mika Hakkinen as the
Global Responsible Drinking Ambassador, Johnnie Walker tackles these issues directly.
The Johnnie Walker relationship with VMM and Mika Hakkinen demonstrates that alcoholic
beverage companies can effectively promote responsible drinking and change consumer
attitudes to over-consumption and drinking and driving.
Today’s range of stylish, award-winning whiskies now includes Black Label, Red Label,
Blue Label, Green Label, Gold Label, Premier and Swing. Together they account for 13.7
million cases annually, making Johnnie Walker the most popular whisky in the world.
Formula 1 is the most watched sport in the world with a global television audience of over
Throughout almost 200 years of trading, John Walker’s original values of quality and
consistency have been rigorously applied to the blending process of each whisky in the
range. Like John’s grandson, Alexander, a master of the art of blending, today’s specialists
combine a first-class training, a natural talent and a Master Blender’s perceptive nose; all
crucial when creating complex blends. The brand won its first global award for quality in
1878 and has taken over 130 highly prized international medals in the past 16 years alone
Diageo is the world's leading premium drinks business. With its global vision, and local
marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol
brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie
Walker, J&B, Jose Cuervo, Captain Morgan, Tanqueray, and Beaulieu Vineyard and Sterling
Vineyards wines. Diageo trades in some 180 countries around the world and 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 us at www.diageo.com.
Diageo is committed to responsible drinking through: setting world-class standards in
responsible marketing, promotion and innovation; promoting a shared understanding of what
responsible drinking means, and working with others to combat alcohol misuse.
Johnnie Walker Black Label, Red Label, Blue Label, Green Label, Gold Label, Premier and
Swing words, the Striding Figure device and associated logos are trademarks.
+44 207 927 5369
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