Mellowed whiskey, meet fast cars.
, the brand sees F1 as a way to increase its global marketing reach and attracting a younger audience to its product.
“As a brand, we’re looking to remain relevant with the next generation of consumers and always looking for relevant platforms to partner with and therefore McLaren and F1 present an absolutely brilliant and unrivaled global platform to really amplify the presence of Jack Daniel’s,” SVP global managing director for Jack Daniel’s, Sophia Angelis, told the
. “Of course, F1 comes with a fanbase that is on a worldwide basis so that in and of itself is really appealing and thanks to Netflix’s, it’s brought in a younger and more diverse audience and has created incredible momentum.”probably won’t have any plot lines driven by this brand deal like Haas’s failed energy drink sponsorship 2019 that caused much consternation for the struggling team on the show.
—not Jack Daniel’s being stamped on the livery. But we shall see when the new season debuts next year.
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