Jack Daniel’s has continued its McLaren Formula 1 partnership in 2026 with a new limited-edition bottle and UK retail rollout, marking McLaren’s 1,000th Grand Prix and the Jack Daniel Distillery’s 160th anniversary.
YouGov BrandIndex data indicates that the activity coincided with a significant improvement in consumer perceptions of Jack Daniel’s during the second half of July and early August.
Jack Daniel’s Ad Awareness more than doubles by early August
Jack Daniel’s Ad Awareness, which measures whether consumers have seen or heard an advertisement for a brand in the past two weeks, declined during the first half of July.
The score fell from 7.8% on July 1 to a low of 4.2% on July 17, before reversing course.
By July 25, Ad Awareness had recovered to 7.3%, rising further to 9.7% on July 31. It peaked at 10.3% on August 2, an increase of 6.1 percentage points from its July low and more than double the July 17 score.
The uplift was not sustained through the rest of August. Ad Awareness declined slightly ending the period at 7.3% on August 24.
Jack Daniel’s Consideration recovers alongside brand visibility
A similar pattern can be seen in Consideration, which measures whether consumers would consider purchasing from a brand when they are next in the market.
Jack Daniel’s Consideration started the period at 12.6% on July 1 and reached 13.4% on July 3 before declining to a low of 7.4% on July 16.
The metric then recovered, reaching 12.9% on July 30. By August 2, Consideration stood at 12.6%, up 5.2 percentage points from its mid-July low.
Consideration subsequently eased but remained above its July low throughout the rest of the period. After falling to 9.8% on August 19, it rose again to 11.8% on August 21 and stood at 11.3% on August 24.
Overall, the data shows that both Ad Awareness and Consideration recovered strongly from their mid-July lows around the period of Jack Daniel’s McLaren F1 activity. While both metrics subsequently eased from their late-July and early-August highs, they remained above their respective July lows by August 24.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Jack Daniel’s scores are based on the questions: “Which of the following alcoholic beverage brands have you seen an advertisement for in the PAST TWO WEEKS?”, “When you are in the market next to purchase alcoholic beverages, from which of the following would you consider purchasing?”. Scores are reported as [net scores from –100 to +100 / percentages], based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a 2-week moving average with sample size ranging from 640 to760 between July 1 and August 24, 2026.
Image: Getty Images