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.
Spotted in Havana this week – a healthy stock of Pernod Ricard's Havanista rum. ...
Alcohol always has a big presence at the Oscars, albeit mostly in a supporting role....
Business is booming at copper pot still makers Chalvignac - you can tell from the loud noise coming from its factory floor in the French town of Jarnac-Champagne. ...
Heineken is betting big on the long-term opportunity around soccer in the US. ...
- What do A-B InBev results mean for SABMiller deal?
- Interview - Beam Suntory's EMEA president
- Beckham, Diageo and the Allure of the VIP Pop-Up
- Interview - William Grant & Sons
- just The Preview - Brown-Forman Q3 & YTD
- Diageo, Beckham launch VIP pop-up for Haig Club
- Diageo completes Don Julio, Bushmills swap deal
- Pinnacle Vodka, Skinnygirl roll out on ice
- Pernod Ricard sends Martell Mumm PJ head to Asia
- Suntory whiskey seeks to "eclipse" Diageo, Pernod
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Wine, 2014 and the future
- Spirits and RTDs, 2014 and the future
- Beam Suntory Inc. - Strategy and SWOT Report
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research