Jim Beam, the world’s bestselling bourbon and Official Spirits Partner of the Cadillac Formula 1 Team, has unveiled Raised Together, a new global brand film timed to the team’s debut at the 2026 Australian Grand Prix. The campaign, announced on March 2, 2026, is the first in a series of films set to roll out throughout the 2026 Formula 1 season.
The film traces a 90-year connection between Jim Beam and Cadillac back to its Kentucky origins. It depicts how founder Jim Beam drove a mason jar of his proprietary yeast home each night in his Cadillac to protect the living ingredient from fire and Prohibition-era threats.
That yeast strain still defines Jim Beam’s bourbon recipe today.
What Will Whisky Look Like in 2027? Voices from Whisky Live Paris
READ THE STORY“Raised Together tells the story of our shared heritage and where we’re headed,” said KK Hall, global brand vice president at 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 premiered in Australia and New Zealand on March 2 ahead of the Melbourne race. It will roll out globally across North America, the United Kingdom, Germany, China, India, Brazil, Mexico and other key markets throughout the season.
A second version featuring Cadillac Formula 1 Team drivers Sergio Pérez and Valtteri Bottas will follow on Jim Beam’s owned social media channels.
Trending Content
The campaign will be supported by integrated activations across broadcast, digital and social channels. Throughout 2026, the partnership will include immersive experiences, citywide activations, retail initiatives and on-trade programs.
Formula 1 has a global fanbase of 827 million, with the U.S. representing one of its fastest growth markets. Jim Beam aims to build a community among new, legal-drinking-age fans drawn to the sport.
“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.”
The engagement strategy kicks off in Melbourne, where Jim Beam will extend race week beyond the track with dedicated events celebrating sport, culture and community. Responsibility will remain central to all messaging, with the brand reinforcing its commitment to responsible alcohol consumption throughout the partnership.
Jim Beam Kentucky Straight Bourbon Whiskey is bottled at 40% ABV. More information is available at jimbeam.com.
