Jack Daniel’s Tennessee Whiskey, in collaboration with Universal Music Group For Brands and McLaren Racing, unveiled the launch of Jack’s Garage, a music platform experience set to debut at Formula 1 races.

This immersive consumer experience will debut in May during the Miami race weekend and will continue to captivate audiences throughout the entire US race circuit this year. Expanding on the success of last year’s activations in Austin and Las Vegas, Jack’s Garage aims to unite music fans and motorsport enthusiasts alike with engaging pop-ups set for every US race weekend this season to highlight Jack Daniel’s partnership with McLaren Racing.

“Jack’s Garage promises to be the ultimate destination for motorsport enthusiasts and music lovers alike,” Mary Beth O’Mara, Jack Daniel’s Sr. Brand Director, said in a news release. “By tapping into the excitement of Formula 1 and merging it with an electrifying atmosphere of live music, we are giving guests an unforgettable experience to complement the energy of race weekend.”

“At UMG For Brands, we’re always seeking innovative ways to connect music with passionate audiences. This partnership exemplifies our commitment to creating unique and immersive experiences for fans, and we look forward to delivering unforgettable moments at each US race circuit this year,” Richard Yaffa, EVP, Universal Music Group For Brands, said.

Jack’s Garage will serve as a hub for fans to experience the energy of Jack Daniel’s through the power of music. This innovative concept will feature various touchpoints curated to engage and excite fans, each infused with the unique local flavor of the host city.

As part of the inaugural launch in Miami, attendees will be treated to a special performance by Latin stars Chris Jedi and Gaby Music, renowned for their recent joint EP release titled LOS MARCIANOS Vol. 1: Dei V Version.

“Miami has always been a special place for me, so I was excited at the opportunity for Gaby Music and me to host and kick off Jack’s Garage during one of the city’s most thrilling weekends,” Chris Jedi said.

“You won’t want to miss what Chris and I are bringing to Jack’s Garage during Miami’s race weekend,” Gaby Music said. “We’re excited to be able to host and perform our latest EP and all of our hits for our fans.” 

The event will be open to the public with RSVPs, providing an inclusive space for fans to come together and celebrate their shared passions. Fans interested in attending the live event in Miami can register in advance on a first-come, first-served basis at ​​www.jackdanielsgarage.com until May 4, 2024 or when supplied invitations are exhausted or the event has reached capacity. No purchase is necessary, and the event is open to legal U.S. residents aged 21 and above.