NEW FOCUS FOR PERKINS WITH LAUNCH OF JACK DANIEL'S RACING A sharper focus on winning the V8 Supercar Championship was Bathurst legend Larry Perkins' promise at the unveiling of his exciting new Jack Daniel's Racing team at its Melbourne ...
NEW FOCUS FOR PERKINS WITH LAUNCH OF JACK DANIEL'S RACING
A sharper focus on winning the V8 Supercar Championship was Bathurst legend Larry Perkins' promise at the unveiling of his exciting new Jack Daniel's Racing team at its Melbourne headquarters today.
The commitment, brought about by a bold new and refreshing look following the signing of Jack Daniel's Tennessee Whiskey to a multi-year sponsorship agreement, signals a new beginning for Perkins and his renowned Holden team.
Jack Daniel's Racing will field two Holden Commodores in the 2006 V8 Supercar Championship Series for two-time Bathurst winner Steven Richards and former V8 Development Series winner, Paul Dumbrell.
"Today's unveiling of the Jack Daniel's Racing team marks an exciting new chapter in Perkins Motorsport's history, which already includes three Bathurst victories, two Sandown 500 wins and three series runner-up finishes," Perkins said.
"The direction of our team fits Jack Daniel's marketing goals perfectly while their unrivalled support lifts everything from team presentation to our on-track competitiveness to an entirely new level.
"The focus for Jack Daniel's Racing is clear win the V8 Supercar Championship."
Managing Director for Jack Daniel's Australia, Mr Michael McShane, said the new partnership with the Perkins team was a perfect fit.
"We believe that bringing together iconic brands like Jack Daniel's and Perkins Motorsport is very exciting. For our fans, our consumers and race fans everywhere, we believe it's going to be a win-win situation for everyone involved," McShane said.
The decision to enter V8 Supercars follows the company's similar move in the United States last year to enter NASCAR, its sponsorship of Richard Childress Racing the first time NASCAR had allowed distilled spirits sponsorship in its series.
McShane emphasised, like NASCAR, V8 Supercars provided the perfect audience to promote its "Pace Yourself. Please Drink Responsibly" message.
"Jack Daniel's has a long track record of promoting responsible consumption and that is the same message we will be sending to V8 Supercar fans.
"V8 Supercars has a predominantly adult audience which fits with Jack Daniel's policy of only partnering with events, venues, media and sponsorships that attract a more than 70 per cent adult audience, giving us a significant opportunity to get our message across."
V8 Supercar good guy Richards said he was looking forward to getting behind the wheel of his new look Commodore for season 2006.
"The new Jack Daniel's Racing Commodores look tough and menacing and they certainly stand out from the pack. And who says good guys can't wear black?" Richards said.
"This is an incredibly exciting time for everyone involved in the team. A sponsor like Jack Daniel's does not fall out of the sky very often and the timing could not be better.
"Their participation gives us the platform for more development, and that will help us take that next step up and, hopefully, win the championship that's our goal."
Team-mate Dumbrell is excited about what the future holds for the team.
"Having a fresh, new look and an entirely new feel to a team is a great way to begin the season and that's what it is like with Jack Daniel's stepping in to support our team," Dumbrell said.
"Jack Daniel's is at the forefront of their market and I know Larry's goal is the same as Steven's and mine, and that is to be at the forefront in V8 Supercars. This is the beginning of a great relationship."
Jack Daniel's Racing will make its debut at the Clipsal 500, the first of 13 rounds comprising the 2006 V8 Supercar Championship Series, on 23-26 March.
At the same event, the team will also make its debut in the seven round Fujitsu V8 Supercar Development Series, fielding a pair of Holden Commodores under the Perkins Motorsport banner for upcoming 19-year-old young guns, Shane Price and Jack Perkins.
Price, a winner of multiple Australian and State karting championships, was runner- up in the 2005 Australian Formula Ford Series and won the Rookie of the Year title.
Perkins, the son of team owner Larry, finished eighth in the Victoria State FFord title in his rookie year and impressed in selected appearances of the national championship. He is also a winner of numerous karting titles.