JIM BEAM® LAUNCHES "RAISED TOGETHER" GLOBAL BRAND FILM AHEAD OF FORMULA 1® SEASON OPENER

Jim Beam (GM) launched Raised Together, a global brand film timed to the Cadillac Formula 1 season opener on March 2, 2026.

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.

Argus Mar 2 session

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Details

News Market Reaction – GM

On Mar 2, the day this news came out, GM closed 1.21% below the previous close.

Data tracked by StockTitan Argus for the Mar 2 session.

Key Figures

Partnership history: 90 years F1 global fanbase: 827 million Season timing: 2026 season +3 more

Partnership history

90 years

Duration of Jim Beam–Cadillac relationship mentioned in campaign story

F1 global fanbase

827 million

Size of Formula 1 fanbase cited as growth opportunity

Season timing

2026 season

Campaign films set to roll out across the 2026 F1 season

Alcohol content

40% Alc./Vol.

Jim Beam Kentucky Straight Bourbon Whiskey labeling detail

Hero film length

30 seconds

Length of the main ":30" hero brand film

Driver cut length

30 seconds

Length of the driver-focused film version

Historical Context

5 past events · Latest: Feb 08

5 events

1. Feb 08

   F1 livery reveal

   24h Move

   -4.2%

   Cadillac Formula 1 Team unveiled its first race livery ahead of 2026 debut.

2. Jan 27

   Earnings & capital return

   24h Move

   +8.8%

   2025 results, 2026 guidance, higher dividend, and new $6.0B buyback authorization.

3. Jan 26

   EV charging integration

   24h Move

   -0.3%

   Integrated Electrify America fast chargers into GM brand apps to streamline public charging.

4. Nov 12

   Project update

   24h Move

   +0.9%

   Quarterly update on Phase-2 North American graphite production and related offtake terms.

5. Oct 21

   Quarterly earnings

   24h Move

   +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.

Key Terms

formula 1, grand prix, on-trade programs

3 terms

formula 1 technical

"Jim Beam®, the world's No.1 bourbon and Official Spirits Partner of the Cadillac Formula 1® Team, today unveiled Raised Together—"

Formula 1 is the global top-tier open-wheel auto racing series where teams compete in high-speed, timed races across a worldwide calendar. Think of it as a premier entertainment franchise that combines live events, television and streaming rights, sponsorships, and merchandising; its popularity and commercial deals can significantly affect revenues and brand value for promoters, broadcasters, sponsors and related businesses, making it relevant to investors watching media, sports, and leisure exposure.

grand prix technical

"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..."

A grand prix is a high-profile automobile race that draws large live and TV audiences and often serves as a marquee event in an international racing series. For investors, it matters because these events generate direct revenue from tickets, sponsorships, broadcasting rights and merchandise, and they can boost a host city’s tourism and a sponsor’s brand exposure—similar to how a major championship game concentrates attention and short-term economic activity.

on-trade programs technical

"Throughout 2026, the partnership will come to life with immersive experiences, citywide activations, retail initiatives and on-trade programs."

On-trade programs are coordinated efforts by beverage and consumer goods companies to promote, place and sell products where they are consumed on the premises — such as bars, restaurants, hotels and event venues. For investors, these programs matter because they drive higher-margin sales, build brand visibility and customer trial in social settings, and can signal how well a product is performing in demand-driven, experience-focused channels—similar to a company staging pop-up demos to reach buyers directly.

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A legacy in motion: two American originals unite on the world's fastest stage in a cinematic celebration of shared heritage, ambition and connection.

CLERMONT, Ky., March 2, 2026 /PRNewswire/ -- Jim Beam®, the world's No.1 bourbon and Official Spirits Partner of the Cadillac Formula 1® Team, today unveiled Raised Together—a new global brand film that explores the authentic and unique history of a relationship that began in Kentucky 90 years ago, and how that legacy comes to life today on the world's fastest stage.

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 Australia and New Zealand on March 2 ahead of the Australian Grand Prix before rolling out globally across North America, the United Kingdom, Germany, China, India, Brazil, Mexico and other key markets throughout the 2026 season. The campaign will be supported by integrated activations across broadcast, digital and social channels.

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 U.S. representing one of the fastest growth markets—including the next generation of racing fans — Jim Beam aims to capitalize on the momentum building a community of new, legal drinking age fans as they come along for the ride.

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 Melbourne, where Jim Beam will extend race week beyond the track with dedicated events celebrating sport, culture, and community. By creating inclusive, energetic, and responsibly enjoyed spaces, the brand seeks to help shape a new era for Formula 1®—one that emphasizes not just speed but also shared moments and human connection.

"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, 40% Alc./Vol. ©2026 James B. Beam Distilling Co., Clermont, KY

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 Fishers, Indiana (USA); Charlotte, North Carolina (USA); and Silverstone, Northamptonshire (UK). With the confidence to dream big and the passion to deliver, the Cadillac Formula 1® Team is building everything from the ground up – from high-performance race cars to an inclusive, values-driven culture. The team will make its Formula 1® debut in 2026.

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 New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visitwww.suntoryglobalspirits.com and www.drinksmart.com. 

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SOURCE Jim Beam

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is Jim Beam's Raised Together film and when did it launch (GM, March 2, 2026)?

Raised Together is a global brand film launched March 2, 2026, to mark Cadillac F1's season debut. According to the company, it celebrates a 90-year shared heritage and begins a series of campaign films across key markets during the 2026 season.

Which markets and channels will Jim Beam (GM) use to roll out the Raised Together campaign in 2026?

The campaign will roll out across Australia, North America, UK, Germany, China, India, Brazil and Mexico. According to the company, distribution includes broadcast, digital, social, retail, on-trade programs and live activations throughout the 2026 season.

Will Jim Beam feature Cadillac F1 drivers in the Raised Together content (GM)?

Yes, a second version featuring drivers Sergio Pérez and Valtteri Bottas will appear on Jim Beam social channels. According to the company, the driver cut focuses on personalities and sets storytelling expectations for the partnership.

How does the Raised Together campaign address responsible drinking and fan engagement (GM)?

The campaign emphasizes responsible alcohol consumption and 'never drink and drive' messaging alongside fan activations. According to the company, events and retail programs aim to build community while prioritizing safety and legal drinking-age engagement.

What on-the-ground activities will Jim Beam (GM) run at the 2026 Australian Grand Prix season opener?

Jim Beam will host immersive race-week events and citywide activations in Melbourne to extend fan experiences beyond the track. According to the company, those events celebrate sport, culture and community while promoting inclusive, responsibly enjoyed spaces.