The world’s No.1 bourbon, Jim Beam, has unveiled a new global campaign film titled “Raised Together,” celebrating its historic connection with Cadillac ahead of the highly anticipated debut of the Cadillac Formula 1 Team in the Formula 1 2026 season.
Timed to coincide with the team’s first race at the Australian Grand Prix, the film explores the remarkable origins of a partnership that began in Kentucky nearly a century ago. It also marks the first instalment in a wider campaign set to roll out globally throughout the upcoming racing season.
A Legacy That Started in Kentucky
The story behind “Raised Together” traces back almost 90 years to the founder of Jim Beam, James B. Beam. According to brand lore, Beam went to extraordinary lengths to protect the bourbon’s proprietary yeast — a living ingredient that remains essential to its distinctive flavour.
During a time when fires and the looming threat of prohibition endangered distilleries, Beam reportedly transported the yeast home each night in a mason jar, carefully storing it in his Cadillac to keep it safe. This daily ritual helped preserve the ingredient that still defines the flavour profile of Jim Beam’s bourbon today.
Now, decades later, the two iconic American brands are reconnecting as Cadillac prepares to join the Formula 1 grid.
“Raised Together tells the story of our shared heritage and where we’re headed,” said KK Hall, Global Brand Vice President at Jim Beam. “Jim Beam and Cadillac embody a uniquely American spirit—rooted in tradition but never constrained by it.”
Global Campaign Launch for the 2026 Formula 1 Season
The campaign film is scheduled to premiere in Australia and New Zealand on March 2, just ahead of the Australian Grand Prix in Melbourne. It will then roll out across key markets including North America, the United Kingdom, Germany, China, India, Brazil and Mexico throughout the 2026 Formula 1 season.
Fans can expect the campaign to appear across broadcast, digital and social media platforms, supported by a wide range of activations designed to engage motorsport enthusiasts worldwide.
A second version of the film will soon feature Cadillac Formula 1 Team drivers Sergio Pérez and Valtteri Bottas. The alternate cut highlights their personalities while offering a preview of the storytelling approach the brands plan to explore throughout their partnership.
More information about the campaign and the brand can be found on the official Jim Beam Distilling Co. website.
Beyond the Track: Bringing Fans Into the Action
Jim Beam’s partnership with the Cadillac Formula 1 Team extends well beyond logo placement. The brand is aiming to tap into the sport’s rapidly expanding audience, which now includes more than 827 million fans worldwide.
Formula 1 has experienced especially strong growth in the United States and among younger viewers globally, creating new opportunities for brands to engage with a new generation of racing fans.
Throughout the 2026 season, Jim Beam plans to bring the partnership to life through immersive fan experiences, citywide activations, retail collaborations and hospitality events at race locations. These initiatives are designed to bring communities together while giving fans new ways to experience Formula 1 beyond the track.
The campaign will kick off during race week in Melbourne, where Jim Beam will host a series of events celebrating motorsport, culture and community.
A Focus on Community and Responsibility
Central to the partnership is the idea that great achievements are built collectively — a philosophy that both brands say reflects their shared values.
“As we enter the grid for the first time, we want to build a community around this new American team,” Hall added. “Together with the Cadillac Formula 1 Team, we aim to make the sport more accessible — bringing fans closer to the action beyond the grid.”
Alongside the celebrations, Jim Beam will continue to emphasise responsible drinking as part of its messaging throughout the campaign, reinforcing the importance of never drinking and driving.
For more information about the campaign, visit the official Jim Beam website at https://www.jimbeam.com or follow the brand on Instagram at https://www.instagram.com/jimbeamofficial/.
