Jim Beam Joins Cadillac Formula 1 Team in Historic Multi-Year Global Partnership

Two American icons gear up to make F1 history as bourbon meets the world’s fastest motorsport on a truly global stage.

American Originals Unite on Formula 1 Grid

Jim Beam, the world’s leading bourbon brand, has announced a multi-year alliance with the Cadillac Formula 1 Team as official spirits partner for the 2026 entry—the first new addition to the grid since 2016. This partnership brings together two legends of American innovation and heritage with a vision to connect even more fans to the thrill of Formula 1 racing.

A Legacy in Motion

More than just a sponsorship, this collaboration channels the brand’s 90-year story. Jim Beam’s founder famously drove home each night with a mason jar of proprietary yeast in his Cadillac to safeguard the secret recipe that defines the bourbon’s unique flavor to this day. The company’s seventh generation master distiller Fred Noe still drives a Cadillac, preserving the tradition and legacy of American perseverance.

Shared Values: Community, Innovation, and Performance

Formed by TWG Motorsports and General Motors, the Cadillac Formula 1 Team carries forward a legacy of engineering excellence and a shared commitment to performance and progress.

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.”

Dan Towriss, CEO of TWG Motorsports and Cadillac Formula 1 Team, said:
“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.”

More Than Racing—Connecting Communities Worldwide

The partnership will offer immersive fan experiences, responsible drinking campaigns, and activations at F1 venues across the globe—always tailored to local culture and regulations. Jim Beam’s history of uniting sports, music, and communities continues here, expanding from the NFL and MLB to another international stage.

Tradition Meets Tomorrow

Cadillac’s F1 program is set to debut with Valtteri Bottas and Sergio Perez as drivers, and American rising star Colton Herta as test driver. The sponsorship will prominently feature Jim Beam branding and is backed by the brand’s rallying cry: “Best Enjoyed Together, Best Enjoyed Responsibly.”

To learn more, visit Jim Beam’s partnership page or follow @jimbeamofficial and @cadillacf1 on Instagram for updates. This partnership marks a thrilling new chapter as bourbon, motorsport, and American ingenuity take on the world’s fastest circuit—together.