Jim Beam is stepping onto the grid.
The world’s No. 1 bourbon and Official Spirits Partner of the Cadillac Formula 1 Team has unveiled Raised Together, a global brand film timed to the team’s highly anticipated debut at the Australian Grand Prix. It’s the first in a series of campaign films set to roll out throughout the 2026 season — and it leans hard into shared American legacy.
At the center of the story is a piece of bourbon lore. Nearly a century ago, Jim Beam himself would drive home each night in his Cadillac alongside a mason jar filled with his proprietary yeast, safeguarding the living ingredient that defined his family recipe through fire and Prohibition. That ritual helped preserve the flavor profile that still anchors the brand today.
Now, that heritage reconnects on Formula 1’s fastest stage.
“Raised Together tells the story of our shared heritage and where we’re headed,” said KK Hall, Global Brand Vice President, Jim Beam, in a statement. “Jim Beam and Cadillac embody a uniquely American spirit — rooted in tradition but never constrained by it. Our partnership is about people—the teams, fans, and community that make this sport extraordinary.”
The hero film premiered yesterday in Australia and New Zealand ahead of the season opener before expanding globally across North America, the UK, Germany, China, India, Brazil, Mexico, and beyond. A second cut featuring Cadillac Formula 1 Team drivers Sergio Pérez and Valtteri Bottas is set to follow.
Beyond branding, Jim Beam plans immersive fan activations, retail programs, and community-driven experiences throughout 2026 — all underscored by a clear message: never drink and drive.
Heritage meets horsepower. Bourbon meets the grid.
