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Jim Beam and Cadillac Formula 1 Team: A Thrilling Partnership

In a groundbreaking union, Jim Beam®, the celebrated bourbon brand, has teamed up with the Cadillac Formula 1® Team to create a multi-year global partnership that aims to captivate new audiences. Set to make its debut in the 2026 FIA Formula 1 World Championship, this collaboration represents the merging of two iconic American brands.

The Cadillac Formula 1® Team will be the first new addition to the Formula 1 grid since 2016, and Jim Beam has proudly taken its place as the Official Spirits Partner. This partnership is more than just a sponsorship; it celebrates a rich legacy that intertwines the history and innovation of both brands in a new chapter of American participation in international motorsport.

Founded by TWG Motorsports and General Motors, the Cadillac Formula 1® Team embodies a commitment to exceptional engineering and performance. As the team prepares for its inaugural race, it's not merely a new entry into the racing world; it represents a bold statement of American ingenuity and spirit. The historical significance of Jim Beam’s founder, who once protected a jar of proprietary yeast in his Cadillac, resonates through this partnership, bringing the traditions of bourbon distilling and automotive excellence together.

“Bringing the soul of Kentucky to the global stage of Formula 1 with Cadillac is an honor,” said Rashidi Hodari, managing director at James B. Beam Distilling Co. The connection between the distilling craft of bourbon and the precision of racing is evident, with both requiring meticulous attention to detail, teamwork, and a commitment to quality. This synergy among communities, both in the distillery and on the racetrack, fuels the ambition to connect and engage with the next generation of Formula 1 fans.

As part of the partnership, fans can expect a variety of immersive experiences that emphasize responsible alcohol consumption, trade activations, and numerous opportunities for communal engagement. This collaboration aims to unite enthusiasts around not just the thrill of racing, but also the shared enjoyment of Jim Beam bourbon—a legacy that has been crafted over 90 years and reflects the spirit of togetherness.

Cadillac Formula 1® Team CEO Dan Towriss commented, “With Jim Beam by our side, we have the momentum to create an exciting journey that transcends racing. We’re not just building a racing team; we’re cultivating a culture where sport, technology, and music resonate together.”

Jim Beam's history includes deep ties to various sports, including partnerships with NFL teams and major league baseball organizations. It has consistently sought to bring people together through communal experiences, from underground music festivals to high-profile racing events. Known as the 'people's bourbon', Jim Beam stands for community and hospitality, echoing its tagline, “Best Enjoyed Together, Best Enjoyed Responsibly.”

As they embark on this exhilarating adventure, the Cadillac Formula 1® Team and Jim Beam look forward to creating lasting connections and unforgettable experiences that honor the legacy of both brands while engaging new fans around the globe. To learn more about this collaboration and what’s in store for the future, visit Jim Beam's website and follow their social media handles.

About Jim Beam

Jim Beam is a leading bourbon whiskey brand with an illustrious history, established in 1795. It remains true to the family recipes passed down through generations, producing a range of bourbons celebrated worldwide.

About Cadillac Formula 1® Team

A new competitor in Formula 1, the Cadillac team represents General Motors’ innovative spirit and commitment to building a diverse racing culture. Their operations span across the United States and the UK, positioning them as a notable player in the motorsport arena.

Let this partnership showcase the merging of flavors, speed, and tradition on a global platform, making history as Jim Beam pours its essence into the heart of racing’s most prestigious championship.