Through the campaign "never drink and drive," the whisky brand is offering merrymakers 250,000 kilometres of free rides home globally, with 30,000 in the UK to encourage people not to drink and drive.
The activity is part of "Join the Pact," Johnnie Walker’s responsible drinking programme. To kick it off, it enlisted Formula 1 stars Mika Häkkinen, Jenson Button, and Kevin Magnussen to demonstrate driving control skills in Edinburgh last night.
They also drove competition winners around the city centre in a branded Caparo T1 supercar and two McLaren MP4-650S sports cars as part of the stunt.
The free Uber rides, which will be available in London, Manchester and Leeds, come as new drink driving legislation comes into force in Scotland today, reducing the blood alcohol limit from 80mg to 50mg in every 100ml of blood.
Users will need to pledge online to ‘Join the Pact’ to never drink and drive in order to access a promotional code to unlock a free Uber ride.
Diageo has rolled out a new partnership with the Department for Transport’s ‘Think!’ campaign to stop drinking and driving this December. The partnership will be marketed via outdoor media, facebook and an above the line media campaign.
Andrew Cowan, country director, Diageo GB said: "During the festive season millions of Brits will celebrate with a drink, and we are committed to encouraging people to never drink and drive. We hope that everyone takes part in Join the Pact and makes that public commitment."