Jim Beam has announced a multi-year global partnership with the Cadillac Formula 1 Team, bringing together two American brands on the international Formula 1 stage.

To highlight this association, the whiskey brand has rolled out a campaign which comprises an ad film. 

The Cadillac Formula 1 Team, created by TWG Motorsports and General Motors, will make its debut in the FIA Formula 1 World Championship in 2026 as the first new team to join the grid since 2016, with Jim Beam as its official spirits partner. 

The partnership reflects a shared ambition to broaden Formula 1’s reach and welcome new audiences to the sport.

For Jim Beam, the collaboration draws on a piece of its history nearly a century old. During prohibition, founder Jim Beam carried a mason jar of his proprietary yeast, the foundation of his bourbon recipe, in the front seat of his Cadillac to keep it safe. That yeast remains central to the brand today, and Cadillac continues to play a role in the Beam family story.

The partnership aims to go beyond branding, with immersive fan experiences, responsible drinking initiatives, and retail activations designed to strengthen connections with fans worldwide.

Sport and music have long been part of Jim Beam’s DNA, with past associations spanning the NFL’s Kansas City Chiefs and Dallas Cowboys, MLB’s L.A. Dodgers, U.S. Soccer Federation, the Indianapolis 500, NASCAR, and Dick Johnson Racing in Australia. The brand has also backed music festivals, underground gigs, and global acts such as Muse and LeSserafim.

Known as the “people’s bourbon,” Jim Beam positions this partnership as a continuation of its community-driven legacy. 

Rashidi Hodari, managing director, James B. Beam Distilling Co, said, “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. 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.”

Dan Towriss, CEO, Cadillac Formula 1 Team, added, “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.”