Jim Beam will serve as the Official Spirits Partner of the Cadillac Formula 1® Team as it makes its 2026 debut in the FIA Formula 1 World Championship™.
Jim Beam®, the world’s No. 1 bourbon, and the Cadillac Formula 1® Team have announced a multi-year global partnership. Beginning in 2026, Jim Beam will serve as the Official Spirits Partner of the Cadillac Formula 1® Team as it makes its debut in the FIA Formula 1 World Championship™. The collaboration unites two American brands on the international stage.
Cadillac Formula 1® Team Set for 2026 Debut
Formed by TWG Motorsports and General Motors, the Cadillac Formula 1® Team will be the first new addition to the Formula 1® grid since 2016. The team represents a new chapter in American participation, bringing engineering excellence and a commitment to performance to the sport. Recently, F1 veterans Valtteri Bottas and Sergio Perez were announced as Cadillac’s debut drivers. Further, California-native Colton Herta announced he is leaving the IndyCar Series to become Cadillac’s test driver in F1.
A Legacy Linking Jim Beam and Cadillac
Jim Beam emphasized that this partnership builds on a long history between the bourbon brand and Cadillac vehicles. During Prohibition, founder Jim Beam drove his proprietary yeast home in a Cadillac to protect it from fire and seizure. Today, Master Distiller Fred Noe continues that tradition by driving a Cadillac. Rashidi Hodari, managing director of James B. Beam Distilling Co., stated:
“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.”
Shared Values of Teamwork and Connection
Hodari highlighted parallels between bourbon-making and racing, noting:
“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.”
The partnership will feature fan experiences, retail activations, and a focus on responsible alcohol consumption.
Cadillac F1 Leadership on the Partnership
Cadillac Formula 1® Team CEO Dan Towriss emphasized the broader vision behind the collaboration:
“This partnership brings together two icons of American heritage to create something truly special. 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.”
Jim Beam’s Broader Sports and Music Collaborations
The partnership continues Jim Beam’s history of aligning with sports and entertainment. The brand has sponsored NFL teams such as the Kansas City Chiefs and Dallas Cowboys, MLB’s L.A. Dodgers, U.S. Soccer, the Indianapolis 500, NASCAR, and Australia’s Dick Johnson Racing. Jim Beam has also supported global music festivals and partnered with acts such as Muse and LeSserafim.
About Cadillac Formula 1® Team:
The Cadillac Formula 1® Team is a specialist motor racing team competing in the FIA Formula 1 World Championship. Backed by TWG Motorsports and General Motors, the team has operations in Fishers, Indiana (USA); Charlotte, North Carolina (USA); and Silverstone, Northamptonshire (UK). With the confidence to dream big and the passion to deliver, the Cadillac Formula 1® Team is building everything from the ground up – from high-performance race cars to an inclusive, values-driven culture. The team will make its Formula 1® debut in 2026.
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