British motorsports team Williams Racing have announced a licensing partnership agreement with blended whisky producer Coachbuilt Whisky, founded by former Formula One World Champion and Williams Racing driver Jenson Button.
The partnership will see Coachbuilt Whisky launch various limited-edition whiskies to pay homage to Williams Racing’s rich heritage and journey.
Additionally, Coachbuilt whiskies will be available at Williams events and on the paddock in addition to merchandise lines and other activations.
Paul Asencio, Chief Revenue Officer, Williams Racing, commented:
“We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of Williams Racing. Coachbuilt have really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand Ambassador Jenson Button.“
Jenson Button, Co-Founder of Coachbuilt Whisky, also a Williams Racing brand ambassador, said:
“We launched Coachbuilt in 2021 and, as with any business, you launch with plans and grand aspirations which you strive to achieve. To be partnering with Williams Racing as we celebrate only our third birthday is quite extraordinary and I couldn’t be prouder.
“To work with a team so rich in heritage and one that has so many milestone moments means so much and we’re excited to embark on a partnership which will see us create liquids to honour some of the most special moments in Williams Racing’s history.“
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