Jim Beam, the Official Spirits Partner of the Cadillac Formula 1® Team, has partnered with Endeavour Group’s retail media arm MixIn to launch a high-octane retail activation.

The collaboration sees BWS Elsternwick Drive transformed into a Formula 1® inspired pit stop experience to celebrate Jim Beam’s partnership with the Cadillac Formula 1 Team® and the team’s debut race.

From 4–7 March 2026 the store will be reimagined with track vinyls, race lights, pit lane decals, a live commentary box and a Jim Beam pit crew.

Participants line up on a starting grid as five red lights illuminate. Once the lights go out, the timer begins, and guests race-walk through a marked pit lane, collect their Jim Beam purchase and cross the finish line on exit, all while live commentators call every move in the style of a racing broadcast.

Live commentary will be hosted by The Inspired Unemployed’s Dom Littrich and Liam Moore on 4 March. Fastest times will be tracked on a live leaderboard throughout the activation, giving participants the chance to win a Jim Beam T-shirt.

Suntory Global Spirits Senior Marketing Director Johnny Morgan said: “Working with the MixIn Retail Media team to bring our Cadillac Formula 1® Team partnership to life in BWS has been a great way to celebrate the race season beyond the track. From the pit crew and live commentary to the activation, we wanted to capture the energy of the grid in a way people can interact with, giving BWS customers an unexpected and memorable experience when they come in to pick up Jim Beam.”

MixIn General Manager Martyn Raab said: “This immersive retail media partnership is a world-class example of how a global brand like Jim Beam can create engaging activations that truly bring their partnerships to life. By turning a BWS store into a literal pit stop, we’re helping Jim Beam celebrate their partnership with the Cadillac Formula 1® Team in a way that drives real engagement and conversion at the shelf. It’s about making the retail journey as exciting as the event itself.”

The Pit Stop takeover joins Jim Beam’s Kentucky Roadhouse experience, which opens from 4–8 March at the Village Belle in St Kilda, where Formula 1® fans can enjoy bourbon bars, live music, line dancing and interactive experiences throughout race week.

Drinks brands rev up for Australian Grand Prix 2026