Mumbai: Jim Beam®, the world’s No. 1 bourbon, and the Cadillac Formula 1® Team have announced a multi-year global partnership, bringing together two American icons on the world’s fastest stage — Formula 1®.
In 2026, the Cadillac Formula 1® Team will make its debut in the FIA Formula 1 World ChampionshipTM as the first new entrant to the grid since 2016, with Jim Beam as its Official Spirits Partner. The partnership is more than a sponsorship—it marks the uniting of two legacies that embody American heritage, innovation, and community.
Formed by TWG Motorsports and General Motors, the Cadillac Formula 1® Team represents a bold new chapter in American participation in Formula 1®, underpinned by engineering excellence and performance. The story of this partnership also traces back nearly a century, when Jim Beam’s founder safeguarded his proprietary yeast—the heart of his bourbon recipe—by driving it home in his Cadillac every night. Today, that connection continues, as Jim Beam’s seventh-generation master distiller, Fred Noe, still drives a Cadillac.
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.”
The partnership will be activated both on and off the track with immersive fan experiences, retail and trade activations, a strong emphasis on alcohol responsibility, and initiatives designed to connect with new audiences globally.
Cadillac Formula 1® Team Chief Executive Officer Dan Towriss 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.”
Jim Beam’s brand heritage has long been rooted in sport, music, and community. From sponsorships with the NFL’s Kansas City Chiefs and Dallas Cowboys, MLB’s L.A. Dodgers, and U.S. Soccer Federation, to racing ventures like the Indianapolis 500, NASCAR, and Dick Johnson Racing in Australia, the brand has consistently created shared experiences for fans. Globally, it has also connected audiences through music festivals and collaborations with acts such as Muse and LeSserafim.
Known as the “people’s bourbon,” Jim Beam continues to celebrate community and togetherness. From a mason jar of yeast carried in a Cadillac to the roar of an F1 engine, this new partnership symbolizes a legacy in motion, uniting fans through shared moments of great taste, responsibility, and connection.
