Suntory Global Spirits has signed a “multi-year” global partnership for its flagship bourbon brand, Jim Beam, with the Cadillac Formula 1 Team.
The arrangement, announced today (17 September), sees Jim Beam become the team’s “official spirits partner”, ahead of the racing outfit’s debut in the FIA Formula 1 World Championship in 2026. The partnership will include fan engagement initiatives and retail and trade activations, with a focus on responsible drinking messaging.
Financial details were not disclosed.
The tie-up will begin at the Australian Grand Prix in March next year. The season concludes at the Abu Dhabi Grand Prix across the weekend of 4-6 December, and the 24-race campaign will see the sport visit five continents.
Jim Beam is not the only American whisky brand to sponsor F1; Brown-Forman’s Jack Daniel’s has been a partner with McLaren Formula One since 2022. More broadly in spirits, William Grant & Sons is working with the Aston Martin team for single malt scotch Glenfiddich, a tie-up that commenced late last year.
Earlier this month, French Bloom became the fifth Moët Hennessy brand to capitalise on the company’s parent’s heasdline sponsorship arrangement with Formula 1.
