Jim Beam, the world’s best-selling bourbon, has entered Formula 1 through a landmark multi-year global partnership with the Cadillac Formula 1 Team, becoming the outfit’s official spirits partner ahead of its 2026 debut in the FIA Formula 1 World Championship.
The collaboration unites two of America’s most iconic brands, both celebrated for their heritage, craftsmanship, and cultural influence.
The agreement goes well beyond on-car branding. Parent company Suntory Global Spirits confirmed that the partnership will include retail activations, immersive fan experiences, and global storytelling initiatives aimed at introducing Jim Beam to new audiences while strengthening F1’s rapidly growing fan base in North America and beyond.
The relationship between the brands also draws on a symbolic historical link. During Prohibition, members of the Beam family reportedly safeguarded their prized bourbon yeast by keeping it in the front seat of a Cadillac. Today, Fred Noe, Jim Beam’s seventh-generation master distiller, continues the tradition as a Cadillac owner, underscoring the authenticity of the alliance.
Commenting on the announcement, 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.”
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.”
The tie-up arrives as F1 continues to deepen its presence in the U.S., with three annual races in Miami, Austin, and Las Vegas fueling record attendance and television ratings. Cadillac’s entry, backed by General Motors in partnership with TWG Motorsports, further reinforces America’s stake in the sport, and the Jim Beam alliance adds cultural credibility to that expansion.
Adding to the momentum, Cadillac confirmed that veteran drivers Valtteri Bottas and Sergio Pérez will lead the team’s driver lineup for the 2026 season. Both bring a wealth of experience and proven pedigree, providing stability and competitiveness as Cadillac takes its first steps on the grid. Their inclusion ensures the team will debut with a balance of technical knowledge, racecraft, and fan recognition.
Jim Beam has a long track record of partnerships in sport and entertainment, including tie-ups with the Kansas City Chiefs, Dallas Cowboys, Los Angeles Dodgers, and U.S. Soccer, as well as motorsport associations with the Indianapolis 500, NASCAR, and Australia’s Dick Johnson Racing. Globally, the brand has also built connections through music, sponsoring festivals, and collaborating with acts such as Muse and LeSserafim.
The Cadillac Formula 1 Team will debut in 2026 with Ferrari-supplied engines before transitioning to General Motors power units later in the decade. The Jim Beam partnership follows Cadillac’s recent alliance with Tommy Hilfiger, signaling a bold strategy to fuse sport, style, and culture as it prepares for its entry onto Formula 1’s global stage.
