Jim Beam and the Cadillac Formula 1 Team have announced a multi-year global partnership, kicking off with the Australian Grand Prix from 6-8 March 2026.

In 2026, the Cadillac Formula 1 Team will make its debut in the FIA Formula 1 World Championship as the first new team to join the grid since 2016, with Jim Beam as its Official Spirits Partner.

It’s a partnership that has been 90 years in the making. Every evening, Jim Beam, the brand’s legendary founder, would place a mason jar of his proprietary yeast — the living heart of his protected recipe — in the front seat of his Cadillac and drive it home to protect it from fire and prohibition.

This daily ritual preserved the essential ingredient that still defines Jim Beam’s flavour enjoyed today around the world.

Fred Noe, Jim Beam’s seventh generation master distiller, still drives a Cadillac, a quiet tribute to the car that helped safeguard his family legacy.

Suntory Global Spirits Oceania Senior Marketing Director Johnny Morgan said: “We’re proud to launch this partnership right here in Australia in 2026 with the Cadillac Formula 1 Team, a brand deeply respected by all of us at Jim Beam.

“From our founder’s mason jar in the seat of his Cadillac to joining the Cadillac Formula 1 Team on the world stage, this partnership feels like history coming full circle.

“Jim Beam has always been about bringing people together, and now in collaboration with the Cadillac team we will deliver new and unforgettable experiences, kicking off in Melbourne.”

Cadillac Formula 1 Team Chief Executive Officer Dan Towriss said: “This partnership brings together two icons to create something truly special.

“Formula 1 is a global stage, and we want to take our fans on this journey with us every step of the way. Our vision goes beyond racing, we’re building a team that lives where sport, technology and culture collide. 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.”