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Behind the Scenes with Jack Daniel’s x McLaren Launch PR Agency: Saltine Communications

Updated: Jun 8

Follow us along our journey as Jack Daniel’s x McLaren’s dedicated PR agency for their Singapore grand prix bottle launch and uncover the media strategies behind an effective PR campaign for the collaboration.

When one thinks of exciting events in Singapore, the Singapore Grand Prix surely comes to mind. Since its launch, the Formula 1 (F1) event has attracted more than half a million international visitors, generating a whopping $130 million in annual incremental spending from tourists.

​​In the midst of the Formula 1 buzz that takes over Singapore each year, Saltine Communications is in high spirits to have been the PR Agency facilitating the exciting collaboration between Jack Daniel's and McLaren. On September 15, 2023, at Conrad Centennial Singapore, against the backdrop of the 2023 Singapore Grand Prix, we witnessed the launch of a limited edition McLaren Racing x Jack Daniel’s Tennessee Whiskey Bottle, marking a special moment for both brands and their fans.

The limited edition, highly-collectible bottle was revealed, blending the legacy of Jack Daniel's and McLaren with the thrill of Formula 1. Featuring a custom label with McLaren’s iconic papaya orange hue, the two brands wished to celebrate their spirits of independence, authenticity and boldness – an ode to the pioneering founders behind Jack Daniel’s and McLaren Racing, Mr. Jack Daniel himself, and Bruce McLaren.

Graced by the event was McLaren F1 driver, Oscar Piastri. The press conference included a mixology event with special Oscar-inspired recipes - the Papaya Pit Stop Cocktail, and Papaya Jack mocktail.

As we reflect on the Formula 1 night circuit, the limited edition McLaren Racing x Jack Daniel’s Tennessee Whiskey Bottle stands as a symbol of craftsmanship, innovation, and adventure. This successful launch event, with media exposure powered by PR agency Saltine Communications, honours the legacies of two iconic brands and adds an extra layer of excitement to the F1 scene in Singapore.

Cheers to Jack Daniel's and McLaren for a collaboration that will be remembered!

Saltine Communications is proud to be Jack Daniel's x McLaren’s PR agency on record for this campaign in Singapore. We’re honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Southeast Asia! Drop us a note at to find out how we can get your brand onto the media at affordable rates.

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