Jack Daniel's

Jack Daniel's and Jim Beam are moving to win over the fast-growing Formula 1 audience, according to an exclusive report. The two Kentucky whiskey rivals are targeting the sport's fans as American whiskey brands seek new growth markets and F1's popularity, especially in the United States, continues to surge.

Two of America's best-known whiskey brands, Jack Daniel's and Jim Beam, are sponsoring Formula 1 racing teams, in a photo feature highlighting the tie-ups. The move signals growing interest from major spirits companies in motorsport marketing as Formula 1's audience expands, with the brands putting their names and imagery alongside the teams' cars and drivers.