Wine
Published:  27 August, 2008

Formula One drivers Lewis Hamilton and Mika Häkkinen have signed up to Diageo's Johnnie Walker responsible drinking campaign. Before last month's Monaco Grand Prix, which Hamilton won, the two were on hand to publicise the programme, which will be launched formally across Europe later this year. The Finn and twice Formula One world champion launched the campaign in Asia in April. Additional events were held in Brazil in the build-up to the Sao Paulo Grand Prix and in Canada prior to Montreal. As part of the announcement, the young Englishman and Häkkinen unveiled a prototype of The Pact Simulator as the latest tool in the Diageo Scotch whisky brand's programme to promote responsible drinking. The futuristic pod gives consumers a demonstration, in a controlled virtual environment, of the dangers of driving under the influence of alcohol.




Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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