CADILLAC AND JIM BEAM UNITE FOR FORMULA 1 DEBUT

interview by JANA LETONJA

Two icons of American craftsmanship are hitting the Formula 1 grid together. Jim Beam, the world’s number one bourbon, and the Cadillac Formula 1 Team have announced a historic multi-year global partnership ahead of Cadillac’s highly anticipated 2026 debut in the FIA Formula 1 World Championship. The collaboration unites two legendary names that share a legacy of innovation, precision, and pride — and whose stories have intertwined for nearly a century.

What began with Jim Beam himself carrying a mason jar of his secret yeast in the passenger seat of his Cadillac has now evolved into a partnership that celebrates connection, heritage, and the thrill of performance. As the Official Spirits Partner of the Cadillac Formula 1 Team, Jim Beam will bring its signature spirit of community to the world’s fastest grid — blending the energy of racing with the warmth of shared moments, all under the banner Best Enjoyed Together, Best Enjoyed Responsibly.

video and images courtesy of Jim Beam and Cadillac F1

This partnership between Jim Beam and Cadillac F1 feels like a natural fit. How did the collaboration first come to life?

Rashidi Hodari, Managing Director, James B. Beam Distilling Co.:

This partnership has been years in the making and is rooted in shared values. Both Jim Beam and Cadillac are icons of American craftsmanship — brands built on legacy, pride, and performance. Our histories have long been intertwined, and with Cadillac’s highly anticipated entry into Formula 1, it felt like the perfect moment for two American originals to join forces on the global stage. 

Tyler Epp, Global Head of Commercial Strategy:

This is very much a natural partnership for the team. The history of Jim Beam and Cadillac is tightly interwoven, ever since Jim Beam protected his special blend by driving it home in his Cadillac. While we have an authentic connection based on our shared history, we are very much looking forward, and our ambitions are closely aligned. We share the same values of bringing sport and entertainment to a wide audience. We want fans and media to feel part of our story and to celebrate our moments together as we take two American originals to the global stage. 

Jim Beam and Cadillac share a rich American heritage. How important was that shared legacy in shaping this partnership?

Rashidi: That shared legacy is at the heart of this collaboration. For 8 generations, the Beam and Noe family have been making whiskey in America for 230 years, and Cadillac has defined American automotive excellence for more than a century. Together, we’re celebrating the spirit of innovation and perseverance that’s distinctly American — and bringing that to fans around the world. 

Tyler: Our history gives an authentic feel, but this is a partnership for the current world. We will be working very closely with Jim Beam to create experiences on and off the track for the nuances of markets, to let us bring the sport to more and more fans - here at home and around the world. It’s about being inspired by the past to create new experiences in the future. 

The story of Jim Beam carrying his yeast in the passenger seat of his Cadillac has become legend. How does that history inspire this modern-day collaboration?

Rashidi: That story perfectly captures the essence of this partnership — craftsmanship, care, and the drive to protect what matters most. When Jim Beam carried his family’s yeast home in his Cadillac, he was safeguarding a legacy. Today, that same spirit of dedication connects us to Cadillac and to a new generation of fans who value authenticity and tradition with a modern twist. 

Both brands represent craftsmanship and precision — one in bourbon, the other in engineering. How do you see those parallels coming together on the track?

Rashidi: Whether it’s the art of distilling or the science of racing, both demand mastery, patience, and an uncompromising pursuit of excellence. In Formula 1, every detail matters, just like making whiskey. This partnership celebrates that shared philosophy of precision and passion, showing how performance and authenticity can thrive together. 

F1 is known for its global reach and passionate fan base. How do you plan to bring American spirit and storytelling into such an international space?

Rashidi: We’re proud to bring a distinctly American voice to a truly global platform. For Jim Beam, that means championing the values that have always defined us — inclusivity, community, and connection. Whether it’s through fan experiences, storytelling, or shared moments around a refreshing drink, we’re inviting fans everywhere to experience the warmth and optimism of American hospitality. 

Tyler: Cadillac Formula 1 Team is proudly American — designed, engineered, and led from the US — competing on the world’s biggest stage. F1 is the Super Bowl of motorsport, watched by hundreds of millions around the world. It’s an incredibly exciting time to be in the sport, with its growth trajectory. We have a unique opportunity to create a new intersection of sport, entertainment and culture by uniting elite sporting properties, including the Premier League, MLB, and the NBA through the wider TWG Group with the power of F1. The storytelling is unprecedented. 

Formula 1 is increasingly becoming part of pop culture — from fashion to music. How do you see this partnership engaging with culture beyond racing?

Rashidi: Formula 1 has evolved into a global cultural phenomenon, and that’s exactly where Jim Beam belongs — at the intersection of sport, culture, and connection. You’ll see us show up in unexpected ways, from collaborations and events to social experiences that celebrate the blend of speed, style, and spirit that defines both brands.

Formula 1 has also traditionally been dominated by European teams. What does it mean to bring this distinctly American energy back to the sport?

Rashidi: It’s a proud moment for both brands and for fans of American innovation. Cadillac’s entry represents a new chapter in F1, and Jim Beam is honored to be part of it. Together, we’re showing that American craftsmanship and ingenuity can stand shoulder to shoulder with the world’s best — and bring something refreshingly different to the grid. 

Both Jim Beam and Cadillac stand at the intersection of tradition and innovation. How do you maintain that balance while moving into the future?

Rashidi: For us, innovation is about evolving without losing our soul. Jim Beam has stayed true to its original recipe for over two centuries while continuously finding new ways to connect with consumers. Partnering with the Cadillac Formula 1 team is a perfect example of that — staying grounded in our heritage, but embracing the future with energy, creativity, and purpose. 

How will Jim Beam fans and Cadillac supporters be able to engage with this partnership — from special events to limited-edition collaborations?

Rashidi: We’ll be revealing more in the coming months. As the F1 fandom expands, in particular in the US, we’re most excited to create opportunities for more fans to enjoy the sport.