Jack Daniel’s is resurrecting Jack’s Rides for the 2025 Formula 1 Australian Grand Prix weekend, via The Zoo Republic and We Are Different.
After a sold-out debut in 2024, Jack Daniel’s has teamed up once again with creative marketing agency The Zoo Republic, and the team at We are Different, to bring back the exhilarating Jack’s Rides for the 2025 Formula 1 Australian Grand Prix weekend. Fans will have more opportunities than ever to experience a complimentary front-seat ride in a luxury, race-inspired supercar as part of the F1 celebrations in Melbourne.
Jack Daniel’s x Cheers to McLaren Launch Event:
Jack Daniel’s kicked off the race-week celebrations in style by hosting the Jack Daniel’s x Cheers to McLaren event at The Espy, where Melbourne’s own McLaren F1 star, Oscar Piastri, joined fans to celebrate the exciting partnership between Jack Daniel’s and McLaren. Piastri, who recently secured a multi-year contract extension with McLaren, was the star of the event, greeting fans ahead of the highly anticipated race weekend. The atmosphere was electric, with fans raising their Jack Daniel’s cans in celebration.
Jack’s Garage at The Espy:
From Thursday, March 13 to Sunday, March 16, Jack’s Garage will take over The Espy in St Kilda, transforming it into the ultimate race weekend HQ. Fans will immerse themselves in the world of Formula 1 with authentic McLaren memorabilia, including driver suits and a replica McLaren F1 car, offering a behind-the-scenes look into the sport’s cutting edge.
In addition to the memorabilia, guests can enjoy a curated selection of signature whiskey cocktails, including the Last Lap Lemonade, a refreshing blend of Jack Daniel’s No.7 and fresh lemon. With a race-inspired atmosphere and premium drinks on offer, Jack’s Garage will be the place to be for fans looking for F1 excitement all weekend long.
Jack’s Rides Returns – Bigger and Better:
After its sell-out debut in 2024, Jack’s Rides is back, and this time it’s even bigger. Fans will have more chances than ever to experience the thrill of a front-seat ride through Melbourne in a luxury, race-inspired supercar. Running from March 14-16, between 12pm and 10pm, Jack’s Rides will be available for booking in pairs at both The Espy in St Kilda and Crown Melbourne in Southbank, turning their journey into an adrenaline-fueled extension of race day.
Each car will be equipped with onboard headsets that let passengers channel their inner race driver while taking in Melbourne’s iconic streets.
Jack’s Rides for the 2025 F1 weekend are now fully booked, with all available spots claimed. Fans who secured their ride are in for an unforgettable experience, feeling the rush of the race firsthand in a luxury, race-inspired supercar.
Campaign Coverage:
We are Different, who lead earned media strategy and outreach for Jack Daniel’s, have confirmed the campaign has already generated 248 pieces of media coverage and 8 social shares, it has reached an impressive potential audience of 48.2 million, showcasing the growing excitement and engagement surrounding Jack Daniel’s at the 2025 Formula 1 Australian Grand Prix.