Johnnie Walker launches Join the Pact in Quebec via #ImNOTdriving

In Partnership with McLaren Mercedes F1 Team Driver Kevin Magnussen

MONTREAL, June 6, 2014 /CNW/ - As part of the Grand Prix race weekend in Montreal, Johnnie Walker has partnered with McLaren Mercedes F1 team member, and Johnnie Walker Global Responsible Drinking Ambassador, Kevin Magnussen to launch Join the Pact - a global movement with the aim to gather over 1 million more commitments to never drink and drive.  To reward the commitments, Johnnie Walker is giving away 1 million kilometres of free rides home across the globe to help get the world home safely. Today at Hotel Place D'Armes, Kevin announced that Johnnie Walker will be offering $20 taxi vouchers to be used towards a free ride home (in limited quantities) for those who Join the Pact in downtown Montreal beginning June 5.

"As a Johnnie Walker Responsible Drinking Ambassador I'm pleased to be involved with the Join the Pact campaign. This issue is incredibly important and I am very proud to lend my name to the cause against drinking and driving." says Kevin Magnussen. To date globally, Join the Pact has collected over 1 million signatures and has been recognized in over 30 countries worldwide.

"Johnnie Walker is proud to headline this cause in collaboration with the powerful endorsement of Kevin Magnussen. We believe drinking and driving can become a thing of the past when Canadians Join the Pact and announce #ImNOTDriving," said   Alistair Kidd, Brand Director, Whisky & Rum, from Diageo Canada.

To Join the Pact, tweet @JohnnieWalkerCA using #ImNOTdriving and visit, or find a Johnnie Walker representative in Montreal on select nights starting  from June 5, and you can Join the Pact with them to get an instant free ride home.

Join the Pact

JOHNNIE WALKER has placed responsible drinking at the heart of its nine-year Join the Pact campaign. Through its pioneering partnership, with Mika Häkkinen as the Global Responsible Drinking Ambassador alongside Kevin Magnussen and Jenson Button, JOHNNIE WALKER tackles the issue of responsible drinking directly through the Join the Pact campaign.

Join the Pact asks consumers everywhere to make a commitment to never drink and drive through signing a pact. Since 2006 Mika has led this call-to-action initiative, which has been activated worldwide, collecting over one million signatures. Mika has visited over 30 countries on four continents, spoken to countless media, government officials, stakeholders and consumers delivering important messages through unique JOHNNIE WALKER experiences.

At the 2013 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX, JOHNNIE WALKER revealed the next stage for Join the Pact, an ambition to gather a further one million global commitments to never drink and drive via the hashtag #ImNOTdriving. To honour the one million commitments secured, JOHNNIE WALKER will give away one million kilometres of safe rides home across the globe.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills, Smirnoff, Cîroc, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

Celebrating life, every day, everywhere.

Image with caption: "Jakob Ripshtein, incoming President, Diageo Canada; Kevin Magnussen, McLaren Mercedes F1 Team Driver; Sam Dalcourt, Diageo Reserve Brand Ambassador; Dimitri Antonopoulos, VP Marketing, Groupe Restaurants Antonopoulos (CNW Group/Diageo Canada)". Image available at:

SOURCE: Diageo Canada

For further information: Rachel Walters, A&C, 416.966.3421,

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