While advocates against alcohol advertising in motorsports have been pressing for years for the elimination of such sponsorships, there are a few teams out there, in a multitude of motorsports, which carry the colors of both popular and distinguished brands. Take Formula 1, for instance, where high rollers and lavish lifestyles are omnipresent, and the sponsors pay a huge premium for the exposure.
Whyte and Mackay of Scotland, producers of fine blended Scotch whisky, sponsor the Force India F1 Team. And they have gone the extra mile, so to speak. Their Master Distiller, Richard Paterson, created a special blend for each of the team’s drivers to commemorate their sponsorship of the team. Tonio Liuzzi, Adrian Sutil, and Paul di Resta were all presented with a bottle labeled with the team livery and their names with the contents inside being blended to match each drivers’ personality. They were presented this limited edition Scotch at the British Grand Prix earlier this month. Talk about a unique bonus!