Iconic bourbon brand Jim Beam has always been about more than whiskey. It’s about connection, ritual, finding something that we can all come together around. In 2026, that story will roar into the future as Jim Beam announces a multi-year global partnership with the Cadillac Formula 1 Team—two icons of American heritage uniting on the world’s fastest stage.
From Mason Jars to Formula 1
This is not the first time Jim Beam and Cadillac have shared a road. Nearly 90 years ago, founder James Beauregard Beam safeguarded the family’s proprietary yeast—the literal living heart of his bourbon—by driving it home each night in the front seat of his Cadillac. It was a daily ritual, equal parts superstition and necessity, protecting the culture that would grow into one of the world’s most beloved bourbons.
Today, that same yeast still defines Jim Beam’s flavor, just as Cadillac remains synonymous with American engineering prestige. For Beam’s seventh-generation master distiller, Fred Noe, who also drives a Cadillac, the partnership feels less like a marketing play and more like the continuation of a long, if somewhat folkloric, kinship.
A New Era for American Motorsports
The Cadillac Formula 1 Team, formed by TWG Motorsports and General Motors, will debut in the FIA Formula 1 World Championship in 2026. It will be the first new addition to the grid since 2016, bringing with it not just Detroit muscle but a distinctly American sensibility of innovation and performance.
“This partnership brings together two icons of American heritage to create something truly special,” said Dan Towriss, CEO of the Cadillac Formula 1 Team. “With Jim Beam joining our family of partners, the momentum behind this project grows stronger every day as we gear up for our debut next year.”
Best Enjoyed Together
For Jim Beam, the collaboration is less about speed than it is about community. “We are excited to bring the soul of Kentucky to the global stage of Formula 1 with Cadillac, a brand that’s been part of the Beam family’s story through the ages,” said Rashidi Hodari, managing director of James B. Beam Distilling Co. “The pit crew and our distillery workers both rely on the power of their communities to win. It’s this common understanding and the importance of connection with the next generation of Formula 1 fans that inspires us.””
That ethos will extend beyond the track. The partnership promises immersive fan experiences, responsible drinking initiatives, and cultural activations aimed at welcoming a new generation of Formula 1 fans.From mason jars to roaring engines, Jim Beam and Cadillac are writing a new chapter in American history. To learn more, head over to Jim Beam’s official website.
