The October 28 event featured a special appearance and live fan Q&A with Cadillac Formula 1 Team driver Sergio “Checo” Pérez.
Jim Beam brought its “Somos 11” community platform to Mexico City during Mexican Grand Prix week, hosting a series of fan experiences at the Jim Beam Roadhouse.
The evening’s Q&A, hosted by Salma del Toro and Alejandro Escalera, gave fans an opportunity to hear Pérez discuss life in Formula 1, including race-day preparation and experiences from the grid. The event combined Jim Beam’s Southern hospitality with Pérez’s Mexican roots, highlighting the role of food, drink and shared experiences in bringing motorsport fans together.
The Jim Beam Roadhouse remained open throughout race week, offering hospitality, food, cocktails, special appearances and fan activities. The cocktail lineup included signature serves inspired by Cadillac Formula 1 Team drivers, including Pérez’s “Jalisco Highball” and Valtteri Bottas’ “Golden Mullet.” The Roadhouse also coincided with Halloween and Día de Muertos celebrations, incorporating local cultural elements into the Grand Prix week experience.
“ At Jim Beam®, we believe the best moments are those we share. It’s not just about where we are, but who we’re with. Jim Beam Roadhouse brings this philosophy to life by creating a welcoming space where people can connect through a shared passion and make every moment even more memorable with friends,” said Humberto Pérez Ochoa, Managing Director – LATAM at Suntory Global Spirits.
The activation also highlighted “Somos 11,” Jim Beam’s community platform focused on bringing motorsport fans together, and the brand’s multi-year partnership with the Cadillac Formula 1 Team. The collaboration’s limited-edition Jim Beam and Cadillac bottle was another part of the celebration, representing the connection between the two brands. As the Official Spirits Partner of the Cadillac Formula 1 Team, Jim Beam used the Mexico City gathering to extend its motorsport presence beyond the circuit and create opportunities for fans to connect through shared experiences.
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