Jack Daniel’s and McLaren Racing announce a new partnership


McLaren Racing this week announced a new multi-year partnership with Jack Daniel’s Tennessee Whiskey as an Official Partner of the McLaren Formula 1 Team from 2023.

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The drink has over 155 years of heritage in crafting whiskey and will enter Formula 1 for the first time with McLaren to evolve its global presence and reach new consumers.

McLaren and Jack Daniel’s will host a variety of events and media and hospitality programs throughout the 2023 F1 season. The two brands will also collaborate to develop themed programmes at retail outlets.

McLaren and Jack Daniel’s will create custom marketing and advertising campaigns, including a special edition bottle in select markets in 2023.

Jack Daniel’s branding will feature on the nose of McLaren’s 2023 F1 cars as well as on the driver’s overalls and pit-crew helmets.

Zak Brown, CEO, McLaren Racing:

We are thrilled to welcome Jack Daniel’s to the Team. Together we will look to reach new audiences as well as host a variety of events together. 2023 is an essential year for McLaren as we commemorate our 60th birthday, and we are excited to celebrate with an iconic brand like Jack Daniel’s by our side.

Sophia Angelis, SVP, Global Managing Director, Jack Daniel’s:

Entering the fast-growing world of Formula 1 with McLaren Racing aligns perfectly with our vision to make Jack Daniel’s the most iconic spirits brand globally. Jack Daniel’s and McLaren Racing have always been bold, confident brands. We are excited about this partnership’s platform to introduce our responsible drinking message to a new audience and engage fans worldwide.

About Jack Daniel’s:

Jack Daniel’s is a brand of Tennessee whiskey. It is produced in Lynchburg, Tennessee, by the Jack Daniel Distillery, which the Brown–Forman Corporation has owned since 1956.

Packaged in square bottles, “Black Label” Tennessee whiskey sold 12.5 million nine-litre cases in the fiscal year ending on April 30, 2017. Other brand variations, such as Tennessee Honey, Gentleman Jack, and Tennessee Fire, added another 2.9 million cases to sales. Sales of an additional 800,000 equivalent cases in ready-to-drink (RTD) products brought the fiscal year total to more than 16.1 million equivalent adjusted cases for the entire Jack Daniel family of brands.

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