JIM BEAM AND THE CADILLAC FORMULA 1® TEAM ANNOUNCE GLOBAL PARTNERSHIP, FUELING A VISION TO REACH NEW AUDIENCES
Jim Beam, the world's leading bourbon brand, and the Cadillac Formula 1® Team have announced a multi-year global partnership ahead of Cadillac's 2026 Formula 1 debut. This historic collaboration unites two iconic American brands, with Jim Beam serving as the Official Spirits Partner for Cadillac's F1 team.
The partnership carries historical significance, rooted in a 90-year-old tradition where Jim Beam's founder would transport his proprietary yeast in a Cadillac each evening. The collaboration aims to expand Formula 1's reach through immersive fan experiences, retail activations, and responsible alcohol consumption initiatives.
This alliance adds to Jim Beam's extensive sports partnership portfolio, which includes collaborations with NFL teams, MLB, U.S. Soccer Federation, and various racing events.
Jim Beam, il principale marchio di bourbon al mondo, e il Cadillac Formula 1® Team hanno annunciato una partnership globale pluriennale prima del debutto di Cadillac in Formula 1 nel 2026. Questa storica collaborazione unisce due marchi americani iconici, con Jim Beam in qualità di Official Spirits Partner della squadra Cadillac in F1. La partnership ha un significato storico, radicato in una tradizione di 90 anni secondo cui il fondatore di Jim Beam trasportava ogni sera il suo lievito proprietario in una Cadillac. L’obiettivo è ampliare la portata della Formula 1 attraverso esperienze immersive per i tifosi, attivazioni al dettaglio e iniziative di consumo responsabile di alcol. Questa alleanza aggiunge al portfolio sportivo di Jim Beam, che comprende collaborazioni con squadre NFL, MLB, US Soccer Federation e diversi eventi di motorsport.
Jim Beam, la principal marca de bourbon del mundo, y el Equipo Cadillac Formula 1® han anunciado una asociación global plurianual antes del debuts de Cadillac en la Fórmula 1 en 2026. Esta colaboración histórica reúne a dos icónicos marcas norteamericanas, con Jim Beam como Official Spirits Partner del equipo de Cadillac en F1. La alianza tiene un significado histórico, arraigado en una tradición de 90 años en la que el fundador de Jim Beam transportaba su levadura propietaria en un Cadillac cada noche. El objetivo es expandir el alcance de la F1 a través de experiencias inmersivas para los fans, activaciones en retail y iniciativas de consumo responsable de alcohol. Esta alianza se suma al extenso portafolio de asociaciones deportivas de Jim Beam, que incluye colaboraciones con equipos de la NFL, MLB, la U.S. Soccer Federation y diversos eventos de automovilismo.
Jim Beam은 세계 최강의 버번 브랜드로서 Cadillac Formula 1® Team과 2026년 Cadillac의 F1 데뷔에 앞서 다년간의 글로벌 파트너십을 발표했습니다. 이 역사적 협력은 두 개의 미국 아이콘 브랜드를 하나로 묶으며, Jim Beam은 Cadillac의 F1 팀 Official Spirits Partner로 활동합니다. 이 파트너십은 90년의 전통에 뿌리를 두고 있는데, Jim Beam의 창립자가 매일 저녁 Cadillac에 자신의 독점 효모를 운반하던 것이 시작점입니다. 이 협력의 목표는 팬 경험, 소매 활성화, 책임 있는 음주 이니셔티브를 통해 F1의 도달 범위를 확장하는 것입니다. 이 동맹은 NFL 팀, MLB, 미국 축구 연맹 및 다양한 자동차 경주 이벤트와의 파트너십을 포함하는 Jim Beam의 광범위한 스포츠 파트너십 포트폴리오에 추가됩니다.
Jim Beam, la marque de bourbon numéro un au monde, et l’équipe Cadillac Formula 1® ont annoncé un partenariat mondial pluriannuel avant le début de Cadillac en Formule 1 en 2026. Cette collaboration historique réunit deux marques américaines emblématiques, Jim Beam agissant comme Official Spirits Partner de l’équipe Cadillac en F1. Le partenariat revêt une signification historique, enracinée dans une tradition de 90 ans selon laquelle le fondateur de Jim Beam transportait chaque soir sa levure propriétaire dans une Cadillac. L’objectif est d’étendre la portée de la F1 grâce à des expériences immersives pour les fans, des activations en retail et des initiatives de consommation responsable d’alcool. Cette alliance vient s’ajouter au portefeuille de partenariats sportifs de Jim Beam, qui comprend des collaborations avec des équipes NFL, la MLB, la US Soccer Federation et divers événements de course.
Jim Beam, die weltweit führende Bourbon-Marke, und das Cadillac Formula 1® Team haben vor Cadillacs F1-Debüt im Jahr 2026 eine mehrjährige globale Partnerschaft angekündigt. Diese historische Zusammenarbeit vereint zwei ikonische amerikanische Marken, wobei Jim Beam als Official Spirits Partner des Cadillac F1-Teams fungiert. Die Partnerschaft hat historischen Charakter und wurzelt in einer fast 90-jährigen Tradition, nach der der Gründer von Jim Beam jeden Abend seine firmeneigene Hefe in einer Cadillac transportierte. Ziel ist es, die Reichweite der Formel 1 durch immersive Fan-Erlebnisse, Einzelhandelsaktivierungen und Initiativen für verantwortungsvollen Alkoholkonsum zu erweitern. Diese Allianz ergänzt Jim Beams umfangreiches Portfolio an Sportpartnerschaften, zu dem Kooperationen mit NFL-Teams, MLB, der U.S. Soccer Federation und verschiedenen Rennveranstaltungen gehören.
Jim Beam، العلامة التجارية الرائدة عالميًا في الويسكي البوربون، وفريق Cadillac Formula 1® يعلنان عن شراكة عالمية متعددة السنوات قبل ظهور Cadillac في سباق الفورمولا 1 لعام 2026. تجمع هذه الشراكة التاريخية علامتين أمريكيتين أيقونيتين، حيث سيكون Jim Beam الشريك الرسمي للمشروبات الروحية لفريق Cadillac في F1. للشراكة أهمية تاريخية متجذرة في تقليد يعود إلى 90 عامًا حيث كان مؤسس Jim Beam ينقل خميره الملكي في كل مساء داخل سيارة كاديلاك. تهدف الشراكة إلى توسيع نطاق الفورمولا 1 من خلال تجارب تفاعلية للمشجعين، ونشاطات في التجزئة، ومبادرات للامتناع المسؤول عن استهلاك الكحول. تنضم هذه التحالف إلى محفظة Jim Beam الواسعة من الشراكات الرياضية، التي تشمل تعاونات مع فرق NFL وMLB واتحاد كرة القدم الأمريكي والعديد من فعاليات السباقات.
Jim Beam，全球领先的波本威士忌品牌，与 Cadillac Formula 1® 团队宣布了一项全球多年的伙伴关系，时间点在 Cadillac 将于 2026 年首次参加 F1 之前。这一具有历史意义的合作将两大标志性美式品牌联系在一起，Jim Beam 将担任 Cadillac F1 团队的官方酒精饮品合作伙伴。该伙伴关系源自约 90 年的传统：Jim Beam 的创始人每晚都会把自家酵母带着乘坐的凯迪拉克车运送。该合作旨在通过沉浸式粉丝体验、零售活动以及负责任饮酒倡议来扩大 F1 的覆盖范围。此联盟为 Jim Beam 的体育合作组合再添新成员，其中包括与 NFL 队伍、MLB、美國足球協會及各类赛车赛事的合作。
- First new Formula 1 team addition to the grid since 2016, representing significant expansion
- Multi-year partnership between two iconic American brands with global recognition
- Strategic alignment with sports and entertainment to expand market reach and audience engagement
- None.
Two American originals united on one world stage
In 2026, the Cadillac Formula 1® Team will enter the FIA Formula 1 World Championship™ as the first new addition to the grid since 2016, with Jim Beam as its proud Official Spirits Partner. This partnership represents two American originals driving forward together on a mission to usher in a new era by welcoming even more people into Formula 1®.
Formed by TWG Motorsports and General Motors, the Cadillac Formula 1® Team brings together a legacy of engineering excellence and a shared commitment to innovation and performance — representing a bold new chapter in American participation on the global Formula 1® stage.
More than a sponsorship, this story has been 90 years in the making. Every evening, Jim Beam, the brand's legendary founder, would place a mason jar of his proprietary yeast — the living heart of his protected recipe — in the front seat of his Cadillac and drive it home to protect it from fire and prohibition. This daily ritual preserved the essential ingredient that still defines Jim Beam's unmatched flavor enjoyed today around the world. Today, Fred Noe, Jim Beam's seventh generation master distiller, still drives a Cadillac, a quiet tribute to the car that helped safeguard his family legacy.
"We are excited to bring the soul of
"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 inspires us."
With a vision to help the sport reach new audiences, the Official Partnership will come to life both on and off the track through immersive fan experiences with a focus on alcohol responsibility, retail and trade activations, and most importantly, a desire to bring people together.
"This partnership brings together two icons of American heritage to create something truly special," said Cadillac Formula 1® Team and TWG Motorsports Chief Executive Officer Dan Towriss. "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."
With a core value of connection, uniting fans across the world, sport and music have always played a role in the Jim Beam brand's heritage. From sponsoring the National Football League's (NFL) Kansas City Chiefs and Dallas Cowboys, the Major League Baseball's (MLB) L.A. Dodgers, and the United States Soccer Federation (U.S.S.F), to car racing including the
Known as the 'people's bourbon,' Jim Beam is a brand built on community, and that unmistakable feeling of knowing that all are welcome. From a mason jar of yeast in the seat of a Cadillac to the roar of an F1 engine, this is a legacy in motion. Jim Beam is excited to celebrate shared moments of great taste and responsible connection under its rallying cry: Best Enjoyed Together, Best Enjoyed Responsibly.
To learn more about Jim Beam and Cadillac Formula 1® Team, visit www.jimbeam.com or follow @jimbeamofficial and @cadillacf1 on Instagram.
About Jim Beam®: Jim Beam is the world's best-selling bourbon, crafted by eight generations of family distillers since 1795. Fred Noe, Jim Beam's seventh Generation Master Distiller, and Freddie Noe, Jim Beam's eighth Generation Master Distiller, have stayed true to the family recipe that's been passed down through generations. The Jim Beam portfolio of products includes Jim Beam Bourbon, Jim Beam Black®, and Jim Beam Flavors, among other offerings. For more information, go to www.jimbeam.com @jimbeamofficial on Instagram and @jimbeam on Twitter.
About Cadillac Formula 1® Team: The Cadillac Formula 1® Team is a specialist motor racing team competing in the FIA Formula 1 World Championship. Backed by TWG Motorsports and General Motors, the team has operations in
About TWG Motorsports: TWG Motorsports is the motorsports entity of TWG Global, unifying a robust racing portfolio across the world's biggest stages in Formula 1®, INDYCAR, Formula E, IMSA, and NASCAR. With strategic partnerships that include General Motors on the Cadillac Formula 1® Team and ownership of Andretti Global, Wayne Taylor Racing and Spire Motorsports, TWG Motorsports combines deep technical expertise, proven competitive excellence and industry-leading business acumen. TWG Motorsports is committed to innovating, growing and winning at the highest levels of the sport. Learn more at TWGMotorsports.com.
About GM: General Motors (NYSE:GM) is driving the future of transportation, leveraging advanced technology to build safer, smarter, and lower emission cars, trucks, and SUVs. GM's Buick, Cadillac, Chevrolet, and GMC brands offer a broad portfolio of innovative gasoline-powered vehicles and the industry's widest range of EVs, as we move to an all-electric future. Learn more at GM.com.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company's Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in
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SOURCE Jim Beam
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