Drinks giant Diageo has hit back at critics of its Formula 1 sponsorship, insisting that it presents an “extraordinary opportunity” to promote a safe drinking message.

Former Formula 1 driver and Johnnie Walker global responsible drinking ambassador, Mika Häkkinen, Formula 1 drivers Jenson Button and Kevin Magnussen at the launch of the Johnnie Walker responsible drinking campaign in December (Photo: Diageo)
Former Formula 1 driver and Johnnie Walker global responsible drinking ambassador, Mika Häkkinen, Formula 1 drivers Jenson Button and Kevin Magnussen at the launch of the Johnnie Walker responsible drinking campaign in December (Photo: Diageo)
The retort by Diageo, owner of leading whisky brand and Formula 1 sponsor Johnnie Walker, comes after a letter by the European Alcohol Policy Alliance wrote to the president of the sport’s regulator the FIA.

The pressure group, also known as Eurocare, urged FIA president Jean Todt to “take moral leadership” and help to end links between motorsport at alcohol, according to Planet-F1.

Eurocare claimed that the current arrangement “seems to contradict many official guidelines for the marketing of alcohol”, saying, “It runs against the EU Directive which states that marketing for the consumption of alcohol should not be linked to driving.” 

Read More at Source | Drinks Business