JOHNNIE WALKER
Diageo
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.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).
Johnnie Walker is the world’s number one 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 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 Vodafone McLaren Mercedes. The issues of responsibility and choice are critical to the debates on alcohol. Through its pioneering sponsorship Johnnie Walker tackles these issues directly. The Johnnie Walker relationship with Vodafone McLaren Mercedes demonstrates that alcohol beverage companies can effectively promote responsible drinking and try to change consumer attitudes to over-consumption and drinking and driving.