Jim Beam, the world’s No 1 bourbon, and the Cadillac Formula 1 team announced a multi-year global partnership that brings together two of the most iconic names in American culture, now united on the world’s fastest stage, Formula 1.
In 2026, the Cadillac Formula 1 Team will enter the FIA Formula 1 World Championship as the first new addition to the grid since 2016, with Jim Beam as its official spirits partner. This partnership represents two American originals driving forward together on a mission to usher in a new era by welcoming even more people into Formula 1.
Formed by TWG Motorsports and General Motors, the Cadillac Formula 1 team brings together a legacy of engineering excellence and a shared commitment to innovation and performance — representing a bold new chapter in American participation on the global Formula 1 stage.
More than a sponsorship, this story has been 90 years in the making. Every evening, Jim Beam, the brand’s legendary founder, would place a mason jar of his proprietary yeast — the living heart of his protected recipe — in the front seat of his Cadillac and drive it home to protect it from fire and prohibition. This daily ritual preserved the essential ingredient that still defines Jim Beam’s unmatched flavor enjoyed today around the world.
Today, Fred Noe, Jim Beam’s seventh-generation master distiller, still drives a Cadillac, a quiet tribute to the car that helped safeguard his family legacy.
“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, James B Beam Distilling Co.
Hodari adds, “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.”
“This partnership brings together two icons of American heritage to create something truly special,” said Cadillac Formula 1 team chief executive officer Dan Towriss. “Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way. Our vision goes beyond racing – we’re building a team that lives where sport, technology, and culture collide. With Jim Beam joining our family of partners, the momentum behind this project grows stronger every day as we gear up for our debut next year.”
With a core value of connection, uniting fans across the world, sport and music have always played a role in the Jim Beam brand’s heritage. From sponsoring the National Football League’s (NFL)Kansas City Chiefs and Dallas Cowboys, the Major League Baseball’s (MLB) LA Dodgers, and the United States Soccer Federation (USSF), to car racing, including the Indianapolis 500 and NASCAR in the US, and Dick Johnson Racing (DJR), Australia’s oldest racing team. The brand has also brought fans together through local music festivals and underground shows around the world, and with global musical acts such as Muse and LeSserafim.
Known as the ‘people’s bourbon,’ Jim Beam is a brand built on community, and that unmistakable feeling of knowing that all are welcome. From a mason jar of yeast in the seat of a Cadillac to the roar of an F1 engine, this is a legacy in motion. Jim Beam is excited to celebrate shared moments of great taste and responsible connection under its rallying cry – reflecting its timeless commitment to togetherness and responsibility.
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Naresh Khanna – 10 February 2025
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