Cadillac F1 Team announce Jim Beam partnership

The Cadillac Formula One Team, formed thanks to the collaboration of General Motors and TWG Motorsports, have unveiled Jim Beam as their Official Spirits Partner ahead of their F1 debut next year.

The American bourbon whiskey brand will thus enjoy branding visibility on the Cadillac F1 race car along with other team assets. The two will also collaborate on fan experiences, responsible-drinking initiatives, and worldwide retail activations.

Dan Towriss, CEO, TWG Motorsports, commented:

“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.”

Rashidi Hodari, Managing Director, James B Beam Distilling Co, added:

“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. We’ll also insert custom, culturally appropriate branding in key markets, case-by-case, to display our brand in a way that’s authentic to the time, place, and respective race.

“Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome. This is very in line with how we bring Jim Beam to the world. The pitcrew and our distillery workers both know that it’s the power of their communities that allows for the win. It’s this common understanding of the importance of connection with the next generation of Formula 1 fans that inspires us.”