Blog: Diageo and McLaren - a match made in Walsh's heaven
Olly Wehring | 23 November 2006
Woking, a satellite town just outside London, is not normally a place one would associate with cutting edge 21st century technology.
However, last night (22 November), Diageo gave the industry an update on its much-debated link with Formula One, during an event held at the über-modern McLaren Technology Centre.
Last year, the UK drinks giant signed a sponsorship deal with Team McLaren Mercedes for its flagship Scotch whisky brand Johnnie Walker. An association between a beverage alcohol brand and the sport is nothing new, but what has caused such discussion in the drinks industry is Diageo’s use of the sponsorship to promote a responsible drinking message around the world.
Just-drinks has discussed at great length the merits - or otherwise - of Diageo using Formula One to promote that message, but last night there was no doubting the company’s commitment to the project.
And last night, there was also no doubting that Diageo chief executive Paul Walsh was enjoying himself among the almost space-age glass and steel of McLaren’s HQ, designed by Lord Foster. McLaren Formula One cars, past and present, were parked throughout the building, which must have brought a smile to the face of Walsh, a confirmed Formula One fan.
After giving a speech on Diageo’s partnership with McLaren and its commitment to responsible drinking, Walsh spent most of the rest of the evening rapt in conversation with Ron Dennis, chairman and CEO of McLaren, no doubt talking about downforce, tyre changes and gossip from the pit lane.
If you need an enthusiastic work experience lad to help out around the place, Mr Dennis, one candidate certainly springs to mind.
Heineken is gearing up for a product launch in Australia this month. But exactly what the product is, the brewer is not saying....
It's Summer in the northern hemisphere and the beer festivals are in full swing. Even the famously secluded North Korea is letting its regulation-cut hair down with the Taedonggang Beer Festival, name...
Drinks companies that use celebrities and influencers to endorse products via social media could be in line for some rule changes....
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
- Craft spirits shake-out will be just the beginning
- How Treasury is rewriting the rule book - Comment
- The decline of the flagship beer brand - Comment
- Job cuts not the whole story at AB InBev - Comment
- Coca-Cola India suspends bottling operations
- Diageo brands need "fixing and nurturing" - TWE
- Diageo revamps Gordon's gin bottle in UK
- Craft Brew Alliance poised for AB InBev takeover?
- SAB shareholders granted AB InBev vote split
- Pernod deal rescues Corby's FY
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages