Johnnie Walker Thursday announced a new partnership with the Formula One group that will enhance the brand’s global positioning and significantly expand the platform for its highly successful responsible drinking initiative, Join the Pact.
The announcement of the new multi-year arrangement also sees Johnnie Walker become the Official Whisky of Formula 1.
The new partnership greatly strengthens the historical connections that the Walker family has with the world of motorsport and Grand Prix racing which go back to the 1950s.
Building on those historic links, in 2005 Johnnie Walker established a partnership with McLaren Mercedes which, over the past nine years, has enabled the brand to deliver successful marketing and responsible drinking programmes around the world.
|McLaren at Monaco. (Photo: WRi2)|