Cadillac F1 partners with Jim Beam for multi-year collaboration

On September 17, 2025, Cadillac F1 declared a significant collaboration with Jim Beam in the form of a multi-year partnership, marking the bourbon distiller as the official spirits partner. This partnership highlights the confluence of racing and American heritage, as articulated by Dan Towriss, CEO of TWG Motorsports. Towriss envisions this partnership as a means to engage fans while emphasizing the blend of technology and culture that characterizes their aspirations in Formula 1. The team, which will start competing on the Formula 1 circuit in 2026, aims for more than just racing success. The first announcement of this partnership comes shortly after another announcement where Tommy Hilfiger was appointed as the official apparel partner. These partnerships exemplify Cadillac's ambition to establish itself firmly as an American presence in a largely European-dominated series. The selection of Valtteri Bottas and Sergio Perez as debut drivers, alongside Colton Herta as the test driver, demonstrates a strategic approach to building a competitive team. Herta’s transition from IndyCar highlights an effort to broaden the team's appeal while securing the necessary qualifications to compete in Formula 1. This partnership with Jim Beam is not entirely new; it continues a relationship that started over a hundred years ago when the brand was influencing American culture. In a statement, Fred Noe, the master distiller at Jim Beam, expressed his longstanding connection to Cadillac by noting that he still drives one as a homage to the legacy of the brand that has been vital to his family’s history. This venture into Formula 1 marks Jim Beam's first engagement in the racing circuit, expanding its branding strategy that already encompasses partnerships with several sports franchises including the Kansas City Chiefs, Dallas Cowboys, and the Los Angeles Dodgers, among others. Such collaborations are indicative of Jim Beam's objective to resonate with sports enthusiasts and modern consumers alike, as articulated by Rashidi Hodari of the James B. Beam Distilling Co., emphasizing the importance of community connections in both bourbon making and racing. The branding opportunities throughout the entire F1 season will enable Jim Beam to bolster its presence in global markets, while also appealing to a younger generation of fans attracted to both racing and bourbon culture, further emphasizing how collective efforts in racing mirror the collaborative nature of distilling high-quality bourbon.