Jack Daniel's partners with McLaren to get to Formula 1

Jack Daniel's announced that from 2023 he will be an official sponsor of McLaren Racing. This new alliance represents a global evolution and an opportunity for the brand to reach new consumers, fans of the most prestigious sports in the world, with the iconic Tennessee whiskey. Also, the American company's logo will appear on the British team's Formula 1 cars, as well as on the driver's clothing and the technical team's helmets.

“Together we will look to reach new audiences and organize a variety of events together. 2023 is an important year for McLaren as we mark our 60th birthday, and we're excited to celebrate with an iconic brand like Jack Daniel's," said Zak Brown, McLaren CEO.

“We are very proud that the company has finalized this new alliance with a team of the caliber of McLaren in Formula 1, since it represents one more step in the purpose of a brand like Jack Daniel's: to continue being in the top of mind of the consumers. Being the most relevant Tennessee Whiskey brand in the world requires generating actions of this dimension to continue conquering new generations of whiskey fans”, commented Manuel Peña Coqueugniot, Category Manager of alcoholic beverages at Grupo Cepas.