Jack Daniel’s brings back Jack’s Rides for 2025 F1 Grand Prix via The Zoo Republic + We Are Different

Following a successful debut in 2024, Jack Daniel’s, is bringing back Jack’s Rides for the 2025 Formula 1 Australian Grand Prix, giving fans another chance to experience a front-seat ride in a luxury, race-inspired supercar. The campaign was created in collaboration with The Zoo Republic and We Are Different.

The F1 celebrations kicked off at The Espy in St Kilda, where Jack Daniel’s hosted the Jack Daniel’s x Cheers to McLaren event. Melbourne’s own McLaren F1 driver Oscar Piastri joined fans to celebrate the ongoing partnership between Jack Daniel’s and McLaren, fresh off his multi-year contract extension with the team.

From March 13-16, The Espy will transform into Jack’s Garage, a dedicated fan hub featuring authentic McLaren memorabilia, including driver suits and a replica McLaren F1 car. Visitors can also enjoy Jack Daniel’s signature whiskey cocktails, including the Last Lap Lemonade, in a race-inspired atmosphere.

After selling out last year, Jack’s Rides is back with more opportunities for fans to experience a high-speed ride through Melbourne in a supercar. Running from March 14-16 at The Espy in St Kilda and Crown Melbourne in Southbank, fans who secured a spot will get a race-day-inspired experience, complete with onboard headsets to immerse themselves in the thrill.

All available spots for Jack’s Rides 2025 have now been booked, with fans set to enjoy an adrenaline-fueled ride through Melbourne’s streets.

We Are Different, the agency lead on earned media strategy and outreach, has confirmed the campaign has already generated 248 media placements and reached an estimated 48.2 million people, highlighting the growing excitement around Jack Daniel’s presence at the 2025 Formula 1 Australian Grand Prix.