Williams Racing, a British Formula 1 team and constructor, and the luxury spirits brand co-founded by Jenson Button, Coachbuilt Whisky, have announced a new licensing partnership.
Jenson Button, the 2009 F1 World Champion and current Williams Racing brand ambassador, played a key role in bringing the partnership to life.
This collaboration will see Coachbuilt create a line of limited-edition collectible whiskies, celebrating the British racing royalty’s illustrious history and legacy.
Beyond the special editions, Williams Racing fans can expect to see Coachbuilt’s core whisky offering poured at team events and within the F1 paddock itself. The partnership also extends to merchandise lines and other activations, further amplifying the collaboration.
Paul Asencio, Chief Revenue Officer of Williams Racing, said, “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 and Williams Racing Brand Ambassador, added, “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.”
Coachbuilt Whisky is a blended Scotch whisky created by spirits expert George Koutsakis and the British racing driver Jenson Button. It’s a blend of whiskies from all five of Scotland’s whisky regions: Islay, Speyside, Campbeltown, Highlands, and Lowlands.
On the heels of recent partnerships with SunGod and Komatsu, this new collaboration with Coachbuilt Whisky highlights FW’s continued momentum on and off the track.
The team will be in action this weekend at the Shanghai International Circuit for the Chinese Grand Prix from April 19–21.