New Campaign Launches Ahead of Formula 1’s Australian Grand Prix.
Jim Beam has unveiled “Raised Together,” a new global brand film timed with the debut of the Cadillac Formula 1 Team at the Australian Grand Prix. Jim Beam serves as the Official Spirits Partner of the team.
The film is the first in a series scheduled to roll out during the 2026 Formula 1® season. It explores a historical connection between the Beam family and Cadillac dating back approximately 90 years in Kentucky.
Film Highlights Historical Brand Connection
According to the brand, founder James B. Beam transported a mason jar of proprietary yeast in his Cadillac each night to protect it from risks including fire and Prohibition. The yeast remains a defining element of 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.”
Global Rollout and Driver Features
The 30-second hero film premiered in Australia and New Zealand on March 2 and will expand across North America, the United Kingdom, Germany, China, India, Brazil, Mexico, and other markets throughout the season. The campaign includes broadcast, digital, and social media activations.
A second version of the film featuring drivers Sergio Pérez and Valtteri Bottas will be released on Jim Beam’s social media channels.
Broader Formula 1® Engagement Strategy
Jim Beam stated that its Formula 1® involvement will extend beyond branding to include immersive experiences, retail programs, and on-trade initiatives throughout 2026. The brand also emphasized its commitment to responsible alcohol consumption messaging, including reminders not to drink and drive.
“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,” Hall added. “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.”
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