American bourbon giant Jim Beam has secured a multi-year deal as the Official Spirits Partner of the new Cadillac Formula 1 Team.
The team is set to debut in 2026 with drivers Valterri Bottas and Sergio Perez returning to the grid.
Jim Beam Joins Cadillac Formula 1 Team as Official Spirits Partner
The partnership between the world’s best-selling bourbon and the first new Formula 1 team since 2016 represents more than a standard sponsorship arrangement. The two brands share a 90-year history dating back to Jim Beam’s founder, who transported his proprietary yeast in his Cadillac each evening to protect the essential ingredient from fire and prohibition threats.
What Will Whisky Look Like in 2027? Voices from Whisky Live Paris
READ THE STORY“We are excited to bring the soul of Kentucky to the global stage of Formula 1 with Cadillac, a brand that’s been part of the Beam family’s story through the ages,” said Rashidi Hodari, managing director of James B. Beam Distilling Co. Current master distiller Fred Noe, representing the seventh generation of the Beam family, continues to drive a Cadillac in tribute to this historical connection.
“Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome. The pit crew and our distillery workers both rely on the power of their communities to win. It’s this common understanding and the importance of connection with the next generation of Formula 1 fans that inspires us.”
The collaboration will extend beyond traditional trackside branding to include fan experiences, retail activations, and responsible drinking initiatives. Both companies emphasized their shared goal of attracting new audiences to Formula 1 as the sport continues its global expansion.
Trending Content
Cadillac Formula 1 Team Builds American Presence in Global Racing
The Cadillac Formula 1 Team, formed by TWG Motorsports and General Motors, will become the 11th team on the grid when competition begins in 2026. Team Chief Executive Officer Dan Towriss described the partnership as uniting “two icons of American heritage to create something truly special.”
Jim Beam brings extensive sports marketing experience to the partnership, with current sponsorships including NFL teams Kansas City Chiefs and Dallas Cowboys, MLB’s Los Angeles Dodgers, and various racing properties including the Indianapolis 500 and NASCAR. The brand has also sponsored Dick Johnson Racing in Australia and partnered with global music acts.
The announcement comes as Formula 1 continues to grow its American fanbase, with three U.S. races now on the calendar and increasing viewership across the country. The Cadillac team’s entry, backed by General Motors’ engineering resources, represents the most significant American involvement in Formula 1 since the Haas team joined in 2016.
The partnership will officially commence when the Cadillac Formula 1 Team makes its competitive debut at the start of the 2026 FIA Formula 1 World Championship season.
