[WD] 🏎 How Alcohol Branding Dominates F1

In another tail of "AI Goes Wild," Google confidently recommends adding non-toxic glue to your pizza sauce for the perfect cheese adhesion, thanks to being trained on a Reddit post from 11 years ago. Welcome to the future of search, folks!

In today's dispatch, we're diving headfirst into:

• Whiskey & The Monaco Grand Prix

• Worthy Reads: Sampling some of the best from around the web

• Rewind: Some of our most popular Instagram posts from last week

• Cocktail: Pulling summer forward with a Seared Apricot-Ginger Cooler

The Glitz, Glamour, and Guzzling of the Monaco Grand Prix

A three-day extravaganza where tradition collides with cutting-edge modernity, and the booze flows like the hairpin turns of the Monaco Grand Prix. Heart-pounding excitement is not only on the track; it’s a weekend celebration of excess, prestige, and the occasional whiskey-fueled party that would make even the most seasoned hustler blush.

With a staggering 70-80 million global viewers tuning in, the Monaco Grand Prix is the crown jewel of the F1 calendar. And the 200,000 people descending upon the principality? They're ready to immerse themselves in the glitz and glamour, with ticket prices ranging from a "modest" $950 for a general admission spot to a jaw-dropping $15,000 for a prime perch on a yacht. But for the well-heeled attendees, it's a small price to pay for the chance to rub elbows with the elite and live life in the fast lane.

It's no surprise that alcohol brands have regularly courted the F1 atmosphere. Heineken, as an F1 title sponsor, drops a cool ~$60 million annually. The appeal is clear: the average F1 viewer is a young, cash-flush individual with a disposable income.

And the exposure? It's unparalleled. During the Monaco Grand Prix, viewers are hit with an alcohol brand message every five seconds – that's 11 times per minute. It's like having a miniature Heineken billboard surgically attached to your retinas, forever burning the image of that green bottle into your subconscious.

Despite the obvious allure, only two whiskey brands have stepped up to secure a spot on the F1 grid in 2024. Jack Daniel's and WhistlePig may not be title sponsors, but they're projected to fork out between $1-20 million a year for the privilege of having their logos with respective team-related materials. These two brands are at opposite ends of the competition spectrum, with Jack Daniel's hitching its wagon to the McLaren team and Whistlepig opting for the plucky underdogs at Alfa Romeo. Both have even released limited-edition F1 bottles, because why not capitalize on the hype?

Of course, it's not all smooth sailing for alcohol brands in the world of F1. Certain races, like the Saudi Arabian GP, take place in "dark markets" where alcohol advertising is heavily restricted. But the potential rewards are too great to ignore, and brands are willing to navigate the delicate balancing act for a piece of the action.

At the end of the day, sponsoring an F1 team is a high-stakes gamble. Brands are looking for a return on investment that justifies the millions they're pouring into the sport. But with the global reach, the glamorous image, and the chance to be associated with the pinnacle of motorsport, it's a gamble that many are willing to take. In the world of F1, everything moves fast – including the money and the whiskey.

📰 Worthy Whiskey News (a.k.a. our favorite reads)

• The wait is over. Wild Turkey opened its doors to the Jimmy Russell Wild Turkey Experience. And the photos look fantastic.

• Are left-hand turns and NASCAR more your speed? Rebel Bourbon partners with Kyle Busch.

• “... And I think the world of whiskey is full of bullshit and full of marketing and full of money that is pushing you towards the wrong things. So you do need a guide.” Colin Spoelman from King’s County Distilling created such a guide.

• The Dream is over. Redbreast announces the last of the Dream Cask releases.

📸Rewind: A selection of our most popular IG Posts

• Part 2 of our convo with the one and only Rolex Whiskey - Gavin Linde

• Tracking the MSRP of Master’s Keep over the years.

• A 22 year old bourbon from Blade and Bow that is up 77% in 5 years.

• Weller Special Reserve vs. Antique 107, two bottles that are well above MSRP.

• Results of Old Forester Single Barrel Rye Scavenger Hunt

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Cheers, Whiskey Decision

🏁Monte Carlo🏎

Dressing up a Manhattan for the glitz of the Monaco Grand Prix in Monte Carlo

Ingredients

• 2¼ oz Rye

• ½ oz Benedictine

• 1 dash angostura bitters

• 1 dash Peychaud's bitters

• cherry or lemon peel for garnish

Preparation

1. Combine all ingredients in a mixing glass and stir

2. Strain into a whiskey glass or cocktail glass, serve up with a garnish

What a ride it's been this week, huh? Thanks for joining us on this journey through the world of good spirits at great prices.

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Thanks again for being here. Let's raise a glass to the week ahead.