Set to make its debut in the 2026 FIA Formula 1 World Championship, the Cadillac Formula 1 Team becomes the first new entrant on the grid since 2016, with Jim Beam stepping in as the Official Spirits Partner.
Jim Beam and The Cadillac F1 Forge a Partnership to Inspire New Audiences
Jim Beam, the world’s leading bourbon, and The Cadillac Formula 1 Team have officially announced a multi-year global partnership, uniting two iconic names in American culture on the world’s fastest stage.
This collaboration represents a powerful combination of innovation, legacy, and shared vision, designed to bring Formula 1 to new audiences across the globe.
A Legacy in Motion
The connection between Jim Beam and Cadillac goes back nearly a century. Jim Beam’s founder famously safeguarded his proprietary yeast recipe in a Cadillac during Prohibition, ensuring the continuation of the bourbon’s signature flavor.
Today, seventh-generation Master Distiller Fred Noe honors this legacy by continuing to drive a Cadillac, reflecting a deep heritage that aligns perfectly with the precision and excellence of Formula 1.
Rashidi Hodari, Managing Director at James B. Beam Distilling Co., emphasizes the shared values between racing and bourbon production: “Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome. It’s this community-driven approach that inspires us to connect with the next generation of Formula 1 fans.”
A Partnership Beyond Sponsorship
The collaboration extends far beyond a typical sponsorship deal. Through immersive fan experiences, retail and trade activations, and campaigns focused on alcohol responsibility, the partnership aims to unite fans both on and off the track. Cadillac Formula 1 Team CEO Dan Towriss adds: “Formula 1 is a global stage, and with Jim Beam joining our family, we’re building a team where sport, technology, and culture intersect. Together, we can create something truly special for fans worldwide.”
This partnership also continues Jim Beam’s long-standing tradition of connecting communities through sport and music. From the NFL and MLB to IndyCar, NASCAR, and global music festivals, the bourbon brand is recognized for celebrating shared experiences—its rallying cry, Best Enjoyed Together, Best Enjoyed Responsibly, perfectly aligning with the collaborative spirit of Formula 1.
The Cadillac Formula 1 Team: Engineering the Future
Formed by TWG Motorsports and General Motors, the Cadillac Formula 1 Team represents American excellence on a global scale. With operations in the United States and the UK, the team combines advanced engineering, innovative performance technology, and an inclusive culture, aiming to redefine what American participation in Formula 1 can look like.
The partnership with Jim Beam adds another layer to this vision, highlighting shared values of community, precision, and tradition while reaching new generations of racing enthusiasts worldwide.
Key Information
- What is the nature of the partnership between Jim Beam and the Cadillac Formula 1? It is a multi-year global collaboration making Jim Beam the Official Spirits Partner of the Cadillac Formula 1 Team, combining American heritage with the high-speed world of Formula 1.
- When will the Cadillac Formula 1 Team make its Formula 1 debut? The team is set to debut in the 2026 FIA Formula 1 World Championship™, marking the first new entry to the grid since 2016.
- How does Jim Beam’s history connect with Cadillac? Nearly a century ago, Jim Beam’s founder transported his proprietary yeast in a Cadillac during Prohibition, safeguarding the family recipe—a story that reflects the shared legacy celebrated in this partnership.
- How will the partnership engage fans? Fans can expect immersive experiences both on and off the track, along with initiatives in retail, trade, and alcohol responsibility, aiming to unite communities and introduce Formula 1 to new audiences.
