Johnnie Walker revs up

JOHNNIE Walker has announced a sponsorship agreement with the McLaren Mercedes F1 racing team that will see the Striding Man on the cars and overalls of drivers Kimi Raikkonen and Juan Pablo Montoya.

JOHNNIE Walker has announced a sponsorship agreement with the McLaren Mercedes F1 racing team that will see the Striding Man on the cars and overalls of drivers Kimi Raikkonen and Juan Pablo Montoya.

In addition to its annual sponsorship and marketing investment of £10m-£15m, the brand will spend £2m every year on responsible drinking programmes in Grand Prix markets.

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"I think our investment is also a vote of confidence in the future of the Scotch whisky category," says Charles Allen, marketing director for Johnnie Walker.  "We want to explore more opportunities to engage and motivate the 25 to 35- year-old consumers who are critical to both Johnnie Walker and Formula 1," he adds.