Archive for the ‘F1’ tag

F1 “Joins the Pact”

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MG_0012_1Photos by: Casey Pinckard

Johnnie Walker is racing to gather 1 million commitments from race fans  to ‘Join The Pact’ and pledge to never drink and drive. To honor these commitments, the brand is also pledging 1 million kilometers of safe rides home at F1 races all across the globe.

At the Circuit of the Americas in Austin, The House of Walker welcomed 835 guests in five days to sign the social responsibility pledge, with Master of Whisky Stephen Wilson on hand to give personal whisky tastings.  Austin bartender Chris Bostick created bespoke cocktails with the help of Lucas Dimitri’s hand-chipped ice.

The House of Walker opened up with a day of training for industry professionals, led by Richard Boccato, as they explored the history and importance of ice to elevate serves of Johnnie Walker. That session was followed up with an industry-only night for 132 top professionals in the Austin area.

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On media night, McLaren team driver Sergio Garcia arrived at The House of Walker to sign the ‘Join the Pact’ pledge wall and talk to 160 media and guests about responsible consumption. At the evening’s conclusion, Sergio personally drove three lucky guests home in his own Mercedes as other guests received a safe ride from the fleet of branded sedans.

Special House of Walker guests – DeMarcus Ware of the Dallas Cowboys and Adam Richman from Man vs. Food – were in attendance and with some impromptu social media banter, the special guests reached more than 4.2 million people.

F1 fans also had the opportunity to join the global pledge throughout race week at 30 on-premise events and ten dedicated retail displays in and around Austin.

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