This year, Jack Daniel’s, a brand represented by Liviko in the Baltics, will continue its more than 155-year history by venturing into the fast-paced world of Formula 1. From 2023, the highly rated Tennessee whiskey producer will be the official partner of the McLaren Racing Formula 1 team. As part of the multi-year partnership, Jack Daniel’s wants to further its global representation and expand its market.
“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 brands globally,” said Sophia Angelis, Senior Vice President of Jack Daniel’s. “Jack Daniel’s and McLaren Racing have always been bold, confident brands, and we are excited about the platform that this partnership presents for Jack Daniel’s and McLaren to take our responsible drinking message to a new audience and engage fans all over the world.”
The Jack Daniel’s brand will grace the front of McLaren’s 2023 F1 cars as well as the team’s clothing and helmets. In addition, a special edition bottle featuring McLaren’s distinctive orange and black will arrive in select stores.
The McLaren team is celebrating its 60th birthday this year. “We are excited to celebrate with an iconic brand like Jack Daniel’s by our side,” said Zak Brown, CEO of McLaren Racing.
This year’s Formula 1 races started on 5 March and will finish with the Abu Dhabi Grand Prix on 26 November.