The global company Diageo is the leader in beverage alcohol with an wide collection of brands across spirits, beer and wine categories; brands such as Johnnie Walker, Crown Royal, Smirnoff, Captain Morgan, Baileys and Guinness. Johnnie Walker, the iconic Scotch Whisky brand, is the offical partner of the Ryder Cup and will be inviting golf fans to join the pact along with the Global Responsible Drinking Ambassador, Mika Hakkinen. Together they will encourage 25,000 golf fans to Join the Pact and commit to never drink and drive.
Join the Pact and commit to never drink and drive alongside Mika Hakkinen at this year's Ryder Cup in Gleneagles
Famous for driving of a different kind, two-time world drivers' champion and Johnnie Walker Global Responsible Drinking Ambassador, Mika Hakkinen, took time out from the Singapore Grand Prix to reveal that he'll be at this year's Ryder Cup in Gleneagles to encourage 25,000 golf fans to Join the Pact and commit to never drink and drive. By joining the Pact you will be part of the global responsible drinking initiative which was created by Johnnie Walker and which has already seen more than 1 million people around the world commit to 'Never Drink and Drive'.
Johnnie Walker will be inviting golf fans at the Ryder Cup to pledge in one of three ways: by signing up either online or with one of the 50 Join the Pact ambassadors around the Gleneagles course or by using the hashtag #ImNOTdriving on social media. Mika has already visited over 40 countries on five continents and spoken to countless media, government officials, stakeholders and consumers delivering the important messages from Johnnie Walker.
Johnnie Walker Global Responsible Drinking Ambassador, Mika Hakkinen
At the 2014 Singapore Airlines Singapore Grand Prix, which is taking place this weekend, Johnnie Walker announced its new commitment target for the Join the Pact responsible drinking campaign. The new target is to collect 5 million pledges to Join the Pact, and to continue to drive awareness globally to never drink and drive.
Mika Hakkinen explained the importance of this campaign: "As a huge golf fan I know that driving on the golf course is all about staying in control as is driving on the road. Join the Pact is a commitment to staying in control and putting the safety of yourself, your passengers and other people ahead of everything else. It's a choice that guarantees everyone can enjoy great nights out and fantastic events like the Ryder Cup."
Get consumers to enjoy our brands responsibly and take part of our pact - never drink and drive.
Johnnie Walker Global Brand Director Guy Escolme added: "We want to make sure that our consumers enjoy our brands responsibly wherever they are and whatever they are doing. It's simply about making sure everyone has a great night and we believe that taking responsibility for your actions and staying in control is key. We have a number of sponsorships and ambassadors around the world and wanted to create a campaign that leveraged these to encourage people to drink responsibly."
Richard Hills, Ryder Cup Director, said: "The Ryder Cup is one of the biggest sporting events in the world, watched by an audience of millions. We're delighted that a brand of the scale of Johnnie Walker is supporting it and fans of golf in such a worthwhile way. We would like to encourage all spectators and television viewers to take two minutes to Join the Pact."
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