Formula 1
Cadillac F1 Partners with Jim Beam in Multi-Year Spirits Deal Ahead of 2026 Debut
Jim Beam’s connection to Cadillac stretches back more than a century, when the iconic American car became a symbol of endurance for the Beam family. Today, Fred Noe, the distillery’s seventh-generation master distiller, still drives a Cadillac in tribute to that legacy.
In a bold move blending American motorsport ambition with a legacy of bourbon craftsmanship, the Cadillac Formula 1 team has announced a multi-year partnership with Jim Beam. The deal makes the iconic distiller the team’s official spirits partner, reinforcing Cadillac F1’s mission to stand out as a distinctly American force in a sport historically dominated by European outfits.
“This partnership brings together two icons of American heritage to create something truly special,” said Dan Towriss, CEO of TWG Motorsports, Cadillac F1’s ownership group. “Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way.”
Cadillac F1, set to debut on the grid in 2026, is already assembling a strong roster of partners that reflect its blend of technology, culture, and style. The Jim Beam announcement comes just months after Tommy Hilfiger was named the team’s official apparel partner.
A Spirit of Heritage and Innovation
Jim Beam’s connection to Cadillac stretches back more than a century, when the iconic American car became a symbol of endurance for the Beam family. Today, Fred Noe, the distillery’s seventh-generation master distiller, still drives a Cadillac in tribute to that legacy.
“This is about more than branding,” 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. It’s this shared commitment to teamwork and community that makes this partnership so powerful.”
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The partnership with Cadillac F1 represents Jim Beam’s first foray into Formula 1, although the bourbon giant is no stranger to sports sponsorships. Its portfolio already includes deals with the Kansas City Chiefs, Dallas Cowboys, Los Angeles Dodgers, NASCAR, and the Indianapolis 500.
Building America’s Formula 1 Identity
Cadillac’s new F1 program aims to capture a growing U.S. fanbase. The team has signed Valtteri Bottas and Sergio Perez as its debut drivers, while California native Colton Herta joins as a test driver, seeking the super license required to compete in F1.
With global motorsport expanding rapidly in the U.S. thanks to events like the Las Vegas Grand Prix and Netflix’s Drive to Survive, Cadillac’s strategy is clear: position itself as America’s Formula 1 team.
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Jim Beam branding will feature both on and off the car during the entire F1 season, promising unique crossover opportunities for fans of racing and bourbon alike. The collaboration will likely include immersive fan experiences, promotional events, and lifestyle marketing campaigns connecting motorsport with American culture.
As Cadillac F1 gears up for its long-awaited debut, the Jim Beam partnership underscores a simple message: this isn’t just about racing cars—it’s about building an identity that represents American excellence on the world stage.
