USA. Beam Suntory-owned bourbon brand Jim Beam has joined forces with Cadillac Formula 1 Team for a multi-year global agreement as its Official Spirits Partner.
The collaboration marks Cadillac’s 2026 Formula 1 World Championship debut, bringing two well-renowned American brands to a worldwide audience.
The Cadillac Formula 1 Team, formed by TWG Motorsports and General Motors, highlights a shared commitment to American engineering and performance on the global Formula 1 stage.
This collaboration is rooted in a 90-year legacy, beginning with Founder Jim Beam, who transported a mason jar of his proprietary yeast home in a Cadillac to protect it from fire and prohibition.
That yeast remains central to the brand’s signature flavour. Today, seventh-generation Master Distiller Fred Noe continues the tradition, driving a Cadillac in tribute to the car that preserved the family legacy.
James B. Beam Distilling Co Managing Director Rashidi Hodari said, “We are excited to bring the soul of Kentucky to the global stage of Formula 1 with Cadillac, a brand that’s been part of the Beam family’s story through the ages.
“Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome. The pit crew and our distillery workers both rely on the power of their communities to win.
“It’s this common understanding and the importance of connection with the next generation of Formula 1 fans that inspire us.”
The collaboration will be highlighted through experiential activations that promote responsible drinking and the brand’s mission to unite people.
Cadillac Formula 1 Team CEO Dan Towriss said, “This partnership brings together two icons of American heritage to create something truly special.
“Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way. Our vision goes beyond racing – we’re building a team that lives where sport, technology and culture collide.
“With Jim Beam joining our family of partners, the momentum behind this project grows stronger every day as we gear up for our debut next year.”
Jim Beam’s heritage centres on its core value of connection through sport and music. Its sponsorships include the NFL’s Kansas City Chiefs and Dallas Cowboys, MLB’s LA Dodgers, the US Soccer Federation, and motorsports such as the Indianapolis 500, NASCAR and Australia’s Dick Johnson Racing.
The brand also unites fans through local music festivals, underground shows and global acts, such as Muse and LeSserafim. ✈
