Johnnie Walker unveils responsible drinking campaign.

The makers of Johnnie Walker launched “Winners Always Stay in Control.”, an unprecedented campaign on the importance of making responsible decisions about drinking. The U.S. Hispanic effort features one of the best drivers in racing: world-famous Team McLaren Mercedes Formula One driver, Juan Pablo Montoya.

“As the world’s number-one Deluxe Scotch whisky, Johnnie Walker recognizes its role in educating consumers about drinking responsibly,” said Chris Parsons, Vice President of Scotch, Diageo North America. “This campaign was borne from our commitment to continuously strive to be at the forefront of industry efforts to promote the responsible consumption of alcoholic beverages.”

The multi-faceted initiative includes a Spanish language Public Service Announcement with Juan Pablo Montoya; retail point of sale materials; an interactive responsible drinking educational kiosk based upon the Blood Alcohol Educator program created by The Century Council, a not-for-profit organization funded by distilled spirits producers; a sweepstakes where a consumer will win a trip to the Brazil Grand Prix in October, and a bilingual website. Additionally, a Safe Rides Home program featuring Team McLaren Mercedes test driver, Pedro de la Rosa, will take place in Chicago prior to the U.S. Grand Prix in Indianapolis.

“The global partnership between Johnnie Walker and Team McLaren Mercedes creates a powerful platform to speak to Latino consumers about being in control and making smart choices about responsible drinking,” said Maribel Viteri, Multicultural Brand Manager for Johnnie Walker. “Formula One is a highly visible and popular sport around the world. Juan Pablo’s near legendary status makes him an excellent ambassador for our responsibility message.”

According to Montoya, Formula One provides an ideal medium to disseminate messages about making the right choices. “I urge everyone to designate a driver if they are going to drink. It is the best way to remain in control,” says Montoya. “We need to bring awareness to this issue and this campaign does that.”

“This is a unique effort for Johnnie Walker,” states Virginia Sanchez, Vice President of Corporate Relations for Diageo North America. “As the industry leader, it’s one more example of how we make responsible drinking a central theme in our marketing campaigns.”