Jim Beam, the world’s best-selling bourbon, has unveiled Raised Together, a new global brand film marking its partnership with the new Cadillac Formula 1 Team. The 30-second film launched on March 2, 2026, timed to coincide with the Cadillac Formula 1 Team’s debut at the Australian Grand Prix in Melbourne this weekend (March 6-8).
The campaign is the first in a series of films set to roll out throughout the 2026 Formula 1 season.
Raised Together draws on the historical connection between Jim Beam and Cadillac, which dates back roughly 90 years to Kentucky. The film depicts founder Jim Beam driving a mason jar of his proprietary yeast home each night in his Cadillac to protect the living ingredient from threats of fire and Prohibition.
That yeast remains a key element in the bourbon’s recipe today.
“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 premiered first in Australia and New Zealand. It will roll out globally across North America, the United Kingdom, Germany, China, India, Brazil, Mexico and other key markets throughout 2026.
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Integrated activations across broadcast, digital and social channels will support the campaign.
A second version of the film featuring Cadillac Formula 1 Team drivers Sergio Pérez and Valtteri Bottas will follow on Jim Beam’s owned social media channels.
The Suntory Global Spirits-owned bourbon brand is the Official Spirits Partner of the Cadillac Formula 1 Team. Formula 1 claims a global fanbase of 827 million, with the U.S. representing one of the sport’s fastest-growing markets.
Throughout 2026, the partnership will extend beyond traditional branding with immersive experiences, citywide activations, retail initiatives and on-trade programs.
Activations begin at the season opener in Melbourne, where Jim Beam plans to extend race week beyond the circuit with dedicated events celebrating sport, culture and community.
“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.”
The Cadillac Formula 1 Team is backed by TWG Motorsports and General Motors. It has operations in Fishers, Indiana; Charlotte, North Carolina; and Silverstone, Northamptonshire, in the UK. The 2026 season marks its debut in the FIA Formula 1 World Championship.
Jim Beam has been crafted by eight generations of family distillers since 1795. The brand’s current master distillers are Fred Noe, the seventh generation, and Freddie Noe, the eighth generation.
Sergio Perez and Valtteri Bottas make their return to the Formula 1 grid this year, having both taken some time away from the sport. Perez previously occupied a seat at Red Bull Racing alongside multi-World Champion, Max Verstappen. He was absent from the grid in 2025. Bottas returns following a season as a reserve driver for Mercedes, following a stint for Sauber.
The lights will go out at the Melbourne Grand Prix at 3pm local time on Sunday, March 8.
