JIM BEAM® LAUNCHES "RAISED TOGETHER" GLOBAL BRAND FILM AHEAD OF FORMULA 1® SEASON OPENER
Rhea-AI Summary
Jim Beam (GM) launched Raised Together, a global brand film timed to the Cadillac Formula 1 season opener on March 2, 2026. The campaign highlights a 90-year shared heritage and will roll out across Australia, North America, UK, Germany, China, India, Brazil and Mexico during the 2026 season.
The film ties Jim Beam's founder story to Cadillac F1, includes driver cutaways with Sergio Pérez and Valtteri Bottas, and is supported by broadcast, digital, social, retail and live activations emphasizing community and responsible consumption.
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News Market Reaction – GM
In the Mar 2 session, GM declined 1.21%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Feb 08 | F1 livery reveal | Positive | -4.2% | Cadillac Formula 1 Team unveiled its first race livery ahead of 2026 debut. |
| Jan 27 | Earnings & capital return | Positive | +8.8% | 2025 results, 2026 guidance, higher dividend, and new $6.0B buyback authorization. |
| Jan 26 | EV charging integration | Positive | -0.3% | Integrated Electrify America fast chargers into GM brand apps to streamline public charging. |
| Nov 12 | Project update | Positive | +0.9% | Quarterly update on Phase-2 North American graphite production and related offtake terms. |
| Oct 21 | Quarterly earnings | Neutral | +14.9% | Q3 2025 results with lower earnings but raised full-year EBIT-adjusted and cash-flow guidance. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent history shows strong positive price alignment with financial updates and guidance, while branding or strategic news (including motorsport-related headlines) has sometimes seen muted or negative reactions despite constructive narratives.
Over the last several months, GM has mixed high-profile brand initiatives with substantial financial updates. The Cadillac Formula 1 Team livery reveal in Feb 2026 drew a negative -4.23% move, while 2025 results and 2026 guidance on Jan 27, 2026 drove an 8.75% gain, and Q3 2025 results on Oct 21, 2025 saw a strong 14.86% rise. Charging network integration and other strategic news produced modest reactions. Today’s F1-focused Jim Beam partnership fits into this stream of brand-building around GM’s Cadillac F1 program.
Key Terms
formula 1 technical
grand prix technical
on-trade programs technical
AI-generated analysis. How Rhea-AI works. Not financial advice.
A legacy in motion: two American originals unite on the world's fastest stage in a cinematic celebration of shared heritage, ambition and connection.
Timed with the highly anticipated debut of the Cadillac Formula 1® Team at the Australian Grand Prix, Raised Together is the first in a series of campaign films set to roll out throughout the 2026 season.
The film tells the story of the great lengths Jim Beam himself went to safeguard his family recipe nearly a century ago—a legacy in which Cadillac played a pivotal role. The Founder, to protect his proprietary yeast—a living, essential ingredient in Jim Beam's distinct bourbon recipe—would drive a mason jar of it home each night in his Cadillac, shielding it from the threats of fire and prohibition. This ritual ensured the preservation of the key element that still defines Jim Beam's unmistakable flavor today.
Now, as the Cadillac Formula 1® Team prepares to make its debut in the 2026 season, the two iconic brands reunite to welcome a fast-growing global fanbase into their storied legacy.
"Raised Together tells the story of our shared heritage and where we're headed," said KK Hall, global brand vice president, Jim Beam. "Jim Beam and Cadillac embody a uniquely American spirit—rooted in tradition but never constrained by it. Our partnership is about people—the teams, fans and community that make this sport extraordinary."
The hero film will premiere in
A second version featuring Cadillac Formula 1® Team drivers Sergio Pérez and Valtteri Bottas will be coming soon on Jim Beam owned social media channels. The content reflects their unique personalities and sets the tone for the type of storytelling fans can expect to see throughout the partnership.
Beyond the Track
Jim Beam's presence in Formula 1® extends beyond traditional branding. As the fastest growing sport with a global fanbase of 827 million, and the
Guided by the belief that nothing great happens in isolation, Jim Beam enters the grid as a transformative force, with a desire to help reshape how fans experience the sport.
Throughout 2026, the partnership will come to life with immersive experiences, citywide activations, retail initiatives and on-trade programs. These efforts are designed to deepen fans' connection to the sport and to one another, building a vibrant community that brings together lifelong motorsport enthusiasts and a new generation discovering the race for the first time. They also create an important platform for Jim Beam to reinforce its commitment to responsible alcohol consumption and to remind consumers never to drink and drive. Responsibility will remain central to all messaging and experiences.
This engagement strategy kicks off at the season opener in
"As we enter the grid for the first time, we want to build a community around this new American team, inviting fans to join us on this journey," added Hall. "As the people's bourbon, Jim Beam has always been about the collective and fostering connection. Together with the Cadillac Formula 1® Team, we aim to make the sport more accessible—bringing fans closer to the action, beyond the grid, to celebrate the stories and shared experiences that make Formula 1® so compelling. This is about creating connections—on and off the track."
Best Enjoyed Together. Best Enjoyed Responsibly.
To learn more about Jim Beam and Cadillac F1 Racing, visit www.jimbeam.com or follow @jimbeamofficial on Instagram @cadillacf1
Jim Beam® Kentucky Straight Bourbon Whiskey,
Editors Note:
Film Credits
Director: Nic Yiallouris
Production Company: ARC Creative
Creative Agency: Ark Brands
Global Campaign Title: Raised Together
Hero Film Length: :30 Seconds
Driver Cut Length: :30 Seconds
For more information, please contact: Katie.Rintala@exposure.net or Amanda.Haynes@BeamSuntory.Com
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 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