Suntory Global Spirits has kicked off the new Formula One season with a short “film” featuring Jim Beam, as part of the bourbon’s sponsorship deal with the Cadillac team.
The 30-second short, titled ‘Raised Together‘, is the first in a series of campaign films set to roll out throughout the 2026 F1 season. It premiered in Australia and New Zealand yesterday (2 March), ahead of the Australian Grand Prix this coming weekend.
‘Raised Together’ (below) will also roll out across Brazil, Canada, China, Germany, India, Mexico, the UK, the US and “other key markets throughout the 2026 season”. SGS said the campaign will be supported by activations across broadcast, digital and social channels.
A second version of the film, featuring Cadillac Formula 1 Team drivers Sergio Pérez and Valtteri Bottas, is “coming soon” on Jim Beam’s social media channels. SGS said: “The content reflects their unique personalities and sets the tone for the type of storytelling fans can expect to see throughout the partnership.”
Speaking to Global Drinks Intel last month, group CEO Greg Hughes explained the historic connection between the two brands: “Jim Beam would drive the yeast that we make Jim Beam [bourbon] with home every night in his Cadillac, to make sure he didn’t lose that trademark family yeast,” Hughes said. “There’s a replica of that Cadillac at the Jim Beam distillery, and all the Beam family members still drive Cadillacs.”
The sponsorship arrangement, announced in September, saw Jim Beam become the team’s “official spirits partner”, ahead of the racing outfit’s Formula 1 debut. It will also involve “immersive experiences, citywide activations, retail initiatives and on-trade programs”.
