Bourbon giant Jim Beam has announced a new multi-year partnership with the Cadillac Formula 1 Team. Beginning in 2026 when Cadillac makes its Formula 1 debut, the bourbon brand will be the team's official spirits partner.

Formed by TWG Motorsports and General Motors, the Cadillac Formula 1 Team will be the first new entry on the grid since 2016. 

This is not the first time Jim Beam and Cadillac have crossed paths. According to the company, founder Jim Beam used to carry a jar of yeast in the front seat of his Cadillac during Prohibition to protect his recipe. Til today, the tradition endures, with the brand's seventh-generation master distiller Fred Noe continuing to drive a Cadillac to work.

The company also has a history of sports sponsorships, including ties with NFL teams, MLB, U.S. Soccer, NASCAR and racing teams in Australia.

Rashidi Hodari, managing director of James B. Beam Distilling Co, said in a news release: “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."

Jim Beam plans to activate the partnership with on- and off-track fan experiences, retail programs, and campaigns promoting alcohol responsibility. 

Kanpai!

88 Bamboo Editorial Team