Jim Beam to partner with Cadillac Formula 1

Jim Beam will be the official spirits partner of Cadillac Formula 1 Team in 2026 when the latter will make its FIA Formula 1 World Championship debut, the first new team to join the grid since 2016.

“This partnership brings 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,” said Rashidi Hodari, Managing Director of James B. Beam Distilling Co. “Both car racing and making Jim Beam bourbon require every individual and moving part to come together to create a positive collective outcome.”

The collaboration highlights a link that dates back nearly 90 years. Founder Jim Beam famously carried his proprietary yeast home each night in the front seat of his Cadillac to protect it, preserving the recipe still used today. Seventh-generation Master Distiller Fred Noe continues the tradition by driving a Cadillac.

Cadillac F1 CEO Dan Towriss added, “Formula 1 is a global stage, and we want to take our fans on this journey every step of the way. Our vision goes beyond racing. We’re building a team where sport, technology and culture collide.”

This multi-year partnership will feature immersive fan experiences, responsible-drinking initiatives and retail activations worldwide, underscoring Jim Beam’s heritage of uniting communities, from NFL and MLB sponsorships to global music festivals, now amplified by the roar of an F1 engine.