Two big names in Formula 1 have today announced a new licensing partnership. Coachbuilt Whisky, a premium blended whisky brand co-founded by 2009 F1 World Champion Jenson Button, and current Formula 1 team Williams Racing are entering into a long-term collaboration.
Jenson Button, Coachbuilt, & Williams Racing
The partnership between Button, who is the Williams Racing Brand Ambassador, and Williams Racing will see several limited-edition whiskies released by Coachbuilt, paying tribute to Williams Racing’s long history in Formula 1.
The special releases will also pay homage to Jenson Button’s long-standing relationship with Williams Racing; Jenson Button made his F1 debut with Williams Racing in 2000. Nine years later, Button went on to win the 2009 FIA Formula 1 World Championship with Brawn GP.
In addition to the limited releases, Coachbuilt Whisky will also appear at events hosted by Williams Racing, as well as in the Formula 1 paddock.
The next Formula 1 Grand Prix is scheduled to take place at the Shanghai International Circuit this weekend.
Speaking about the collaboration, Paul Asencio, Chief Revenue Officer of Williams Racing said: “We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of the Williams Racing. Coachbuilt have really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand Ambassador Jenson Button.”
Button added: “We launched Coachbuilt in 2021 and, as with any business, you launch with plans and grand aspirations which you strive to achieve. To be partnering with Williams Racing as we celebrate only our third birthday is quite extraordinary and I couldn’t be prouder. To work with a team so rich in heritage and one that has so many milestone moments means so much and we’re excited to embark on a partnership which will see us create liquids to honour some of the most special moments in Williams Racing’s history.”
Coachbuilt Whisky
The name Coachbuilt Whisky was inspired by the art of bespoke coachbuilding – crafting individual and unique bodies and chassis for coaches. This is not only a callback to Button’s F1 days but also reflects the brand’s approach to blending and its intention to create bespoke blended whiskies.
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The brand was launched in 2021 by George Koutsakis and co-founder Jenson Button. Since then, the two have been “on a mission to celebrate the art of blending to bring together all that was great about the world of Scotch into one incredible blend”.
Williams Racing
Williams Racing is a long-standing presence in Formula 1. The brand has a rich heritage of racing and motorsport dating back to its founding in 1977 by Sir Frank Williams.
In its history, Williams Racing has signed several famous names in Formula 1 including Alan Jones, Keke Rosberg, Alain Prost, Damon Hill, and Jacques Villeneuve. The team also has seven Drivers Championships and nine Constructors Championships to its name.
In more recent years, Williams has found itself at the back of the grid. However, there are hopes that this could change, with Coachbuilt Whisky planning to document the team’s return to the front of the grid through special whisky releases.
The current drivers in F1 for Williams Racing are Alex Albon and Logan Sargeant.
The collaboration between Coachbuilt and Williams Racing comes hot on the heels of Jack Daniel’s most recent McLaren bottling as the Formula 1 season progresses.
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