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Brown-Forman readies Jack Daniel’s McLaren Racing bottle

28 April 2023 By Jessica Mason

Brown-Forman is set to launch a new limited-edition Jack Daniel’s bottle to commemorate its partnership with McLaren Racing.

The bottle, which has been produced using the Tennessee distillery’s classic Old No.7 whiskey, features a custom label and packaging that gives a nod to both brand founders – Jack Daniel and Bruce McLaren.

Speaking about the launch, Jack Daniel’s senior vice president, global managing director Sophia Angelis said: “McLaren and Jack Daniel’s are two of the most iconic brands known around the world, and we’re excited to celebrate our partnership with a special bottle that nods to our shared spirit of independence, authenticity and boldness. We have been working with the McLaren team to develop unparalleled experiences for both racing and whiskey fans, and we can’t wait to share more on what we have in store.”

McLaren’s executive director of brand and marketing Louise McEwen added: “In our 60th year we are marking our team’s great legacy, started by Bruce McLaren. This limited-edition bottle is another fantastic way to share these celebrations with our fans, remembering both Bruce and Jack—two distinguished founders.”

The Jack Daniel’s McLaren Racing Limited Edition will be available from May in select Formula 1 race cities globally.

At the end of last year, Brown-Forman was identified as ‘more successful than competitors’ in pushing through price hikes.

Despite falling short of analysts’ expectations nearer the end of 2022, the maker of Jack Daniel’s stated how it believed it could see a clear road ahead despite inflation, the continuing legacy of the global pandemic and the fragility of international security.

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