Jim Beam and Cadillac Formula 1 Team Join Forces
Two American originals united on one world stage
Jim Beam®, recognized as the world's leading bourbon, and the Cadillac Formula 1® Team are thrilled to announce a multi-year global partnership. This collaboration pairs two iconic American brands on the world's fastest stage: Formula 1®.
A Historic Collaboration in Motorsports
Starting in 2026, the Cadillac Formula 1 team will make its debut in the FIA Formula 1 World Championship™, becoming the first new team on the grid in over a decade, with Jim Beam proudly taking on the role of Official Spirits Partner. This momentous partnership symbolizes a shared commitment to usher in a new era for Formula 1®, inviting an even broader audience to experience this thrilling motorsport.
Founded by TWG Motorsports and General Motors, the Cadillac Formula 1 Team represents a rich legacy of engineering excellence, paired with a forward-looking commitment to innovation and performance. This venture signifies an exciting chapter in American participation on the global Formula 1 stage.
The Story Behind the Partnership
Jim Beam's history is inextricably linked with the Cadillac brand. For almost a century, Jim Beam has been synonymous with quality bourbon, and this partnership is grounded in decades of tradition and connection. The legendary founder of Jim Beam would take a mason jar of his proprietary yeast, the heart of his unique recipe, in his Cadillac to ensure its safety. That very recipe still defines the unmatched flavor of Jim Beam bourbon that is enjoyed globally today. Currently, Fred Noe, the seventh generation master distiller of Jim Beam, continues this legacy, honoring the connection his family has with Cadillac.
Rashidi Hodari, managing director of James B. Beam Distilling Co., expressed excitement about presenting Kentucky's heritage on the global racing stage alongside Cadillac. He noted that both the art of car racing and bourbon production rely heavily on teamwork and community engagement, highlighting the importance of reaching and inspiring the next generation of Formula 1 fans.
Building Beyond Racing
This partnership is more than just a sponsorship. It aims to engage fans by providing a variety of immersive experiences, focused on responsible alcohol consumption, retail, and trade activations that emphasize community connection. The vision is to foster a spirit of togetherness, both on and off the racetrack.
Dan Towriss, CEO of Cadillac Formula 1 Team, conveyed enthusiasm about this unique American collaboration. He indicated that Formula 1 offers a global platform to share their journey with fans, illustrating that their vision transcends racing, blending sport, technology, and culture. With Jim Beam joining their team of partners, they are rapidly building momentum as they prepare for their competitive debut.
Connecting Through Sport
Sport has always played a critical role in the Jim Beam brand's identity, connecting people through memorable experiences. The brand has established a presence in various sports, from its sponsorships with notable NFL teams like the Kansas City Chiefs and Dallas Cowboys, to Major League Baseball's L.A. Dodgers and even support for the U.S. Soccer Federation. Additionally, Jim Beam has a rich tradition of involvement in racing, including the Indianapolis 500 and NASCAR, and has supported iconic teams like Dick Johnson Racing, Australia’s oldest racing team.
Known affectionately as the 'people's bourbon,' Jim Beam is celebrated for its community roots and inclusivity. From the humble beginnings with a mason jar of yeast to the thunderous sounds of a Formula 1 engine, this partnership is a living testament to a legacy in motion. Embracing shared experiences of enjoyment and responsible consumption, Jim Beam is proud to champion the motto: Best Enjoyed Together, Best Enjoyed Responsibly.
About Jim Beam and Cadillac
Jim Beam, founded in 1795, is recognized as the world's most popular bourbon, carefully crafted through eight generations of distilling expertise. Today, Fred Noe and his son Freddie Noe continue the family tradition, delivering quality products including various offerings within the Jim Beam portfolio such as Jim Beam Black® and flavored variations.
The Cadillac Formula 1 Team, competing in the FIA World Championship, is a newly formed group backed by TWG Motorsports and General Motors. With bases in Indiana and North Carolina, they are committed to creating high-performance race cars while fostering an inclusive culture as they prepare for an exciting future in Formula 1.
Frequently Asked Questions
What is the significance of the partnership between Jim Beam and Cadillac?
The partnership brings together two iconic American brands, aiming to promote shared values in motorsport and culture.
When will the Cadillac Formula 1 Team debut?
The team will make its debut in the FIA Formula 1 World Championship in 2026.
How does this partnership aim to engage fans?
Through immersive experiences focused on community connection and responsible consumption events.
What heritage does Jim Beam have in relation to Cadillac?
Jim Beam's founder had a unique ritual of transporting yeast in a Cadillac, highlighting a storied legacy across both brands.
What message does Jim Beam want to convey through this partnership?
To celebrate togetherness and enjoyment, embodying the motto: Best Enjoyed Together, Best Enjoyed Responsibly.
