Jack Daniel's McLaren Halo MK1 Wins AmeriStar Award

Inspired by Formula 1 Safety Device: Hunter Luxury and Brown-Forman Create Award-Winning Packaging

Hunter Luxury has won the Design Excellence Award at the AmeriStar Awards, organized by the Institute of Packaging Professionals, for its packaging designed for Jack Daniel's x McLaren Halo MK1 Limited Edition. Co-developed by Hunter Luxury alongside Brown-Forman and McLaren, the presentation case officially debuted at the Miami Grand Prix, drawing design inspiration from the Halo safety device used in Formula 1 race cars.

Inside the display case sits a bottle of 58.7% ABV Jack Daniel's Tennessee whiskey. This precise alcohol strength specifically pays homage to the racing history of McLaren founder Bruce McLaren, whose first-ever race car was an Austin 7 carrying the number 58.

Double-Wishbone Structure Infused with Motorsport Engineering Language

Competition judges particularly commended the packaging's unique double-wishbone architecture. This feature stemmed from in-depth research conducted by the Brown-Forman Global Design team into McLaren's visual and engineering vocabulary. Before selecting the cockpit Halo safety structure as the centerpiece, the team evaluated design concepts inspired by race car nose cones, rear wings, and center-locking wheel hubs. At the top of the case, beneath the McLaren emblem, lies a custom push-button mechanism that releases the bottle from its custom-molded base with a single press.

In terms of engineering and manufacturing, Hunter Luxury underwent more than 20 CAD design iterations to translate flat schematics into 3D structures, utilizing FDM, SLA, and DMLS technologies to produce physical prototypes. The final structure comprises over 50 components across 8 distinct materials and 8 manufacturing processes. The carbon-fiber finish faithfully mirrors McLaren's reference materials, while the interior lining features an Alcantara-inspired material paying tribute to racing drivers' fireproof overalls.

Paul Hamilton, Head of Sales and Marketing at Hunter Luxury, noted that winning the Design Excellence Award recognizes the Halo MK1's ability to tell a brand story through structure, motion, material, and detail, transforming it into a piece that merges trophy-like prestige with precision automotive engineering. Sam Gardner, Senior Art Director at Brown-Forman Global Design, added that the packaging presents a truly sculptural form. Brown-Forman acquired Jack Daniel's parent company in 1956, and the brand remains one of the world's best-selling American whiskey labels today.

📅 Release Date: 2026-09-04

🔗 Source: The Whiskey Wash