Jim Beam to Join Cadillac Formula 1 Team as Official Spirits Partner in 2026

(Image: Jim Beam x Cadillac)

Jim Beam announced on Wednesday that it will partner with the Cadillac Formula 1 Team in a new multi-year agreement announced Tuesday. The bourbon brand will serve as the team’s Official Spirits Partner when Cadillac makes its Formula 1 debut in 2026.

The Cadillac Formula 1 Team, formed by TWG Motorsports and General Motors, will be the first new entry on the grid since 2016. The partnership connects two American companies with plans to expand the sport’s reach and visibility.

“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,” Rashidi Hodari, managing director of James B. Beam Distilling Co, said in a news release

Dan Towriss, CEO of TWG Motorsports and the Cadillac Formula 1 Team, said the alliance represents a step toward building a broader fan base.

“Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way,” Towriss said.

The partnership reflects a long connection between Jim Beam and Cadillac. According to the company, founder Jim Beam carried a jar of yeast in the front seat of his Cadillac during Prohibition to protect the recipe. Fred Noe, the brand’s seventh generation master distiller, continues the tradition of driving a Cadillac.

Jim Beam plans to activate the partnership with on- and off-track fan experiences, alcohol responsibility campaigns, and retail programs. The company has a history of sports sponsorships, including ties with NFL teams, MLB, U.S. Soccer, NASCAR and racing teams in Australia.

The Cadillac Formula 1 Team is building operations in Indiana, North Carolina, and the United Kingdom. It is scheduled to join the FIA Formula 1 World Championship in 2026.