Jim Beam, the world’s No. 1 bourbon, has announced a multi-year global partnership with the Cadillac Formula 1 Team, marking a milestone collaboration that unites two American icons on the global motorsport stage.
The Cadillac Formula 1 Team, formed by TWG Motorsports and General Motors, will make its debut in the FIA Formula 1 World Championship™ in 2026 – the first new team to join the grid since 2016. As the team’s official spirits partner, Jim Beam will help usher in a new era for American participation in Formula 1, aiming to welcome a broader audience to the sport.
This partnership carries a deep historical connection. Nearly a century ago, Jim Beam’s founder safeguarded his proprietary yeast by driving it home each night in his Cadillac – a ritual that preserved the brand’s signature flavor. Today, that legacy continues with seventh-generation master distiller Fred Noe, who still drives a Cadillac as a tribute to that tradition.
Rashidi Hodari, Managing Director of James B. Beam Distilling Co., said the partnership celebrates shared values: “Racing and bourbon-making both require every moving part to work together. This collaboration lets us connect with a new generation of Formula 1 fans while promoting responsible enjoyment.”
Fans can expect immersive experiences on and off the track, including alcohol responsibility initiatives, retail and trade activations, and cultural programming designed to bring communities together.
With Jim Beam on board, Cadillac’s Formula 1 journey is set to merge performance, heritage, and culture when the team takes the grid in 2026.
