Johnnie Walker Scotch whisky launches Never Drink and Drive campaign

By Gemma McKenna

Published: 04 December, 2014

Johnnie Walker is giving away 30,000 kilometres of free journeys home in the UK over Christmas through Uber taxi service, as part of its responsible drinking programme.

Mike Hakkinen Johnnie Walker Scotch whisky has partnered with top Formula 1 driversMika Hakkinen is involved in Diageo's campaign to discourage drink driving, as part of the Join The Pact pledge.

To launch the initiative, Formula 1 drivers Mika Häkkinen, Jenson Button, and Kevin Magnussen will offer rides in Edinburgh city centre to in a Caparo T1 supercar and two McLaren MP4-650S sports cars.

Globally, the Diageo-owned brand is giving away 250,000 kilometres of safe rides home - the firm announced the move as new legislation comes into effect in Scotland, reducing the blood alcohol limit from 80mg to 50mg in every 100ml of blood. Johnnie Walker plans to reward each commitment to its never drink and drive Join the Pact pledge with a 1km free journey. In London, Manchester and Leeds, users will need to Join the Pact to never drink and drive in order to access a promotional code to unlock their Uber ride. Meanwhile in Edinburgh over Hogmanay, Johnnie Walker is partnering with Lothian Buses to provide a free bus service throughout the city on New Year's Eve.

Diageo has also entered a new partnership with the Department for Transport 'Think!' campaign to promote not drinking and driving this December.

Robert Goodwill, Road Safety Minister for the Department for Transport, said: "Most people know it is wrong to drink and drive but sadly there are still some people who don't think about their journey home before they have a drink. The safest option this Christmas is to pre-plan your travel home and don't drink and drive."

Andrew Cowan, country director for Diageo GB, said: "During the festive season millions of Brits will celebrate with a drink, and we are committed to encouraging people to never drink and drive. We hope that everyone takes part in Join the Pact and makes that public commitment."

The Join The Pact initiative has already gathered commitments from more than 1.4 million people globally to never drink and drive. In September, the whisky brand said it was looking to take that figure to five million personal pledges over the next four years.

Johnnie Walker's global responsible drinking ambassador Mika Häkkinen, along with Jenson Button and Kevin Magnussen, said: "We each know that driving a Formula 1 car is about staying in control, all of the time. 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 that everyone can enjoy their festivities and get home safely - we appeal to you to make that choice and Join the Pact to never drink and drive."

Over the festive season consumers can make their pledge to never drink and drive by visiting www.jointhepact.com or by tweeting #GetHomeSafely to @JohnnieWalker_.

Printer friendly version