A graphic representation of the new Sahara Force India livery with Smirnof sponsorship. (Photo courtesy Sahara Force India)

A virtual depiction of the new livery with Smirnoff sponsorship. (Photo courtesy )

The VJM07s of Sahara Force India will have a new look beginning at next weekend’s Spanish Grand Prix.

Smirnoff, a world famous vodka company, will be featured on the rear wing and chassis of and ’s cars. Responsible drinking will lie at the heart of the partnership, as Smirnoff intends to use its position to deliver a powerful anti-drink and drive message.

“It’s fantastic to see Smirnoff join the world of Formula One,” says Force India Team Principal Vijay Mallya. “It’s an iconic, global brand and we welcome them to the Sahara Force India family. As a team we’ve always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans.”

“We love Sahara Force India’s story, as well as its ability to help us communicate about responsibility and top quality performance,” says Smirnoff Global Brand Director Matt Bruhn. “This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way.”