From luxury rides to McLaren-themed parties, the whiskey giant takes pole position at The Espy.
Melbourne’s Formula 1 weekend just got a nitrous boost with Jack Daniel’s Tennessee Whiskey announcing the return of its wildly popular fan experiences that merged high-octane thrills with smooth-sipping pleasures.
After a sellout debut last year, Jack’s Rides is back and significantly expanded, doubling the number of available chauffeur experiences in luxury, racing-inspired sportscars. Race fans heading to or from Albert Park can score complimentary front-seat rides between The Espy in St Kilda and Crown Melbourne in Southbank, transforming their journey into an extension of race-day excitement.
Jack’s Garage
● Thursday, 13 March: Rum Jungle
● Friday, 14 March: Durand Jones and The Indications
● Saturday, 15 March: DJ Nina Las Vegas
● Sunday, 16 March: Brad Cox
Stay up to date with what’s happening in and around Melbourne here.
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The experience comes fully loaded with on-board headsets for passengers to channel their inner race commentator plus a complimentary Jack Daniel’s cocktail upon arrival.
But the Tennessee whiskey brand isn’t stopping there – they’re establishing race headquarters with the debut of Jack’s Garage at The Espy, celebrating their partnership with the McLaren Formula 1 Racing team.
This beachside institution will transform into the ultimate pit stop party featuring authentic McLaren memorabilia including driver suits and a stunning replica F1 car. Punters can fuel up with signature whiskey cocktails like the Last Lap Lemonade, pairing Jack Daniel’s Old No.7 with ultra-fresh lemon.
The Espy’s legendary Gershwin Room will host four nights of live entertainment to keep energy levels redlining all weekend. Newcastle alt-rockers Rum Jungle kick things off Thursday before US soul powerhouse Durand Jones and The Indications take over Friday night duties. Saturday belongs to local electronic queen Nina Las Vegas before country sensation Brad Cox closes proceedings Sunday.
“At Jack Daniel’s, we live for moments that bring people together over great whiskey and unforgettable experiences,” says Brand Manager Ashleigh Wheeler. “With the return of Jack’s Rides and the launch of Jack’s Garage, we’re taking race weekend to the next level—bringing fans closer to the thrill of the track, the energy of the McLaren team and the spirit of Jack Daniel’s.”
A percentage of proceeds from the nightly gigs will support national music industry charity Support Act, adding an extra feel-good layer to your whiskey-fueled race celebrations.
Bookings for Jack’s Rides luxury sportscars open 9am, Friday 7 March here.
