Force India has signed a multi-year deal with Johnnie Walker and will feature the renowned Scotch whiskey's branding on its cars in 2017.
Johnnie Walker, which is owned by Diageo, has enjoyed a prominent presence in Formula 1 since 2005 as a partner of McLaren. The company will continue its association with the Woking-based outfit for one final year.
For Force India, the deal is viewed as more of a permutation of brands rather than the arrival of new sponsorship as Johnnie Walker will simply replace Smirnoff - also a Diageo company - on its cars.
It's interesting to note that Vijay Mallya's former Indian alcoholic beverages company, United Spirits, is a subsidiary of Diageo.
Ever since its arrival in Formula 1, the whiskey brand has always promoted responsible drinking messages to a broad audience through its Join the Pact campaign.
Former two time world champion Mika Häkkinen is Johnnie Walker's entitled Responsible Ambassador.