Johnnie Walker Launches My Label is Black, Celebrating Latino Success By Unleashing Potential Of Men Nationwide

   Johnnie Walker Launches My Label is Black, Celebrating Latino Success By
                    Unleashing Potential Of Men Nationwide

World's Leading Scotch Whisky Partners with Iconic Influencers Don Omar, Jorge
Posada and Alex Sensation on National Platform Celebrating Latino Success

PR Newswire

NEW YORK, Oct. 4, 2012

NEW YORK, Oct. 4, 2012 /PRNewswire/ -- Success comes in many forms, and true
icons know it's rarely achieved without the help of others. The makers of
Johnnie Walker® announced today the launch of My Label is Black, a nationwide
program designed to celebrate the Hispanic community and give back by
supporting and mentoring men on the journey to achieve their true potential.
Involving several key elements, the Johnnie Walker My Label is Black platform
will include engagement with iconic celebrity influencers, a large-scale
advertising campaign, partnerships with leading charitable organizations in
New York, Miami and Los Angeles, and consumer events.

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"We have a history of connecting with our Hispanic consumer, whose
achievements in this country inspire us every day," said Yvonne Briese, Vice
President of Whisky for Diageo. "We wanted to continue our longtime support
with some very special programs that give life to Latino successes in a
uniquely Johnnie Walker way, with equal parts sophistication and celebration."

Celebrating Success
One of the most critical measures of success for any program is its ability to
inspire others to join the cause. With that spirit in mind, the Johnnie
Walker My Label is Black program has partnered with some of the most renowned
Latino celebrities in the country to get the word out, host events in key
Hispanic markets, star in impactful advertising, affect positive social giving
and celebrate success. These include:

  oDon Omar – multi-platinum recording artist, philanthropist,
    entrepreneur,actor and founder of his own record music label Orfanato
    Music Group
  oJorge Posada – beloved and legendary former New York Yankee catcher, whose
    valuable contributions to five World Series Championships made him a
    five-time All-Star.
  oAlex Sensation – one of New York City's most celebrated media
    personalities, radio hosts and nightlife icons.

"I've been fortunate over my 14-year career to experience success and reach
the top of the charts," said Don Omar. "But I have never lost sight of the
support I received and what truly put me here: my fans and those who stayed by
my side along the way. Through this partnership with Johnnie Walker, I'm
doing my part to return the support I've been shown all these years, and
inspire that in others. I'm proud to say My Label is Johnnie Walker Black."

Giving Back
As part of the campaign, Johnnie Walker has forged partnerships with
organizations that are equally committed to this important message to make
substantial donations, working with them through the implementation phase of
the funds, leading dedicated workshops and personal life / job skills coaching
for Latino men.

"Our organization prides itself on making a tangible difference in the lives
of men who need it most, and we often do that by partnering with like-minded
companies," said Gary Field, Executive Director for Career Gear. "Johnnie
Walker is one such partner that has created a fantastic program, and I'm
honored to say that My Label is Johnnie Walker Black."

Career Gear  (  is the program partner for New York. This
group is dedicated to assisting men who seek to better themselves against
great odds. Career Gear and Johnnie Walker My Label is Black will provide a
lifeline of ongoing support, providing underserved men the mentoring to move
from poverty to self-sufficiency.

SER ( is the program partner for Miami and Los Angeles.
This national network of community based organizations helps Hispanics achieve
economic freedom and self-sufficiency throughemployment, education and
empowerment. Through the Johnnie Walker My Label is Black program, workshops
on subjects such as job search, financial literacy and community resources,
Hispanic men will be able to develop the skills to become more successful.

"As a ball player, I know that greatness is achieved through teamwork and
collaboration. I'm proud to bring this same spirit to my partnership with
Johnnie Walker, and to say that My Label is Johnnie Walker Black," added Jorge

"Whether hosting a radio program or spinning for a packed audience at a New
York City nightclub, I feed off the energy of my fans," said Alex Sensation.
"My success has been achieved collectively, which is what this program is all
about. I'm proud to say My Label is Johnnie Walker Black."

Social Responsibility
Johnnie Walker encourages consumers to drink responsibly. When getting ready
for a night out, it's important to plan ahead and leave the keys at home,
designate a driver or take a taxi.

ABOUT Johnnie Walker®:
Johnnie Walker® is the world's leading Scotch whisky brand. Its portfolio
features five award-winning whiskies—Red Label®, Black Label®, Green Label®,
Gold Label®, and Blue Label® —imported and distributed in the United States by
Diageo North America. At the 2007 San Francisco World Spirits Competition, The
Johnnie Walker Blue Label Anniversary Pack, created to honor the 200th
birthday of founder and original blender John Walker, was named "Best Blended
Scotch," and Green Label was named "Best Blended Malt Scotch." More than 4
bottles of Johnnie Walker are consumed every second, and more than 120 million
bottles are sold every year in more than 200 countries. The product line
covers a broad range of occasions for the whisky drinker from every day to
special moments. The five premium brands represent a range of prices and
tastes that share a remarkable 180-year history and a commitment to quality.
Additional information about Johnnie Walker may be found at

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 whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain
Morgan, Jose Cuervo, 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.

Please Drink Responsibly.
JOHNNIE WALKER Blended Scotch Whisky ®
2012 Imported by Diageo, Norwalk, CT.

SOURCE Johnnie Walker

Contact: Claudia Mejia-Haffner, JeffreyGroup, +1-212 620 4100 x312,; or Gillian Cook, Diageo, +1-646 223 2326,
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