Jim Beam x Cadillac: An Iconic American Tie-Up That Took F1 Experience at United States GP to New Heights

Jim Beam partnered with the Cadillac F1 team to bring fans an incredible and authentic experience at the United States Grand Prix earlier in October. The two American giants hosted exclusive Texas-style itineraries for their guests over the three days at the Austin-based Circuit of the Americas track.

The two companies hosted fans for exclusive events throughout the weekend, as the experience also included access to the Paddock Club for the event at COTA. Cadillac had a dedicated space within the paddock for the fans, which featured a special Jim Beam bar, along with decorations in keeping with the brand’s silver theme.

After qualifying on Saturday evening, fans were also joined by driver Valtteri Bottas for a roundtable conversation. The guests also received curated welcome gifts in Austin from local businesses.

This was just one of a whole host of experiences available to F1 fans at COTA during the US Grand Prix weekend. The paddock also featured an exclusive experience which included a dining concept developed by celebrity chef Gordon Ramsay, among other experiences scattered around the track.

On the track, the fans saw Mercedes’ Kimi Antonelli claim the win in Texas, with Ferrari’s Charles Leclerc finishing second and four-time world champion Max Verstappen in third.

Jim Beam Launches Limited Edition Bourbon in Partnership With Cadillac

Jim Beam also launched a limited-edition Bourbon bottle in partnership with Cadillac at the US Grand Prix in October. The bottle is co-branded and features an F1 crash helmet, some checkered flag detailing, as well as the logos of both companies side-by-side.

“To see these two American icons come together on a bottle is something special,” Jim Beam master distiller Freddie Noe said about the release.

The bottle is available for sale for a limited period only in the United States.

Jim Beam Thriving as a Result of Cadillac F1 Partnership

Jim Beam’s Global Brand Vice President KK Hall recently revealed that the sales impact the Kentucky-based team has seen since partnering with Cadillac has been extremely positive. She explained that the partnership is more than just a spot on the livery for the company, and has a deeper meaning as well.

“For us, it’s been about extending the IP and the storyline. And we have a beautiful story. Hopefully, we have a chance to tell it between ourselves and Cadillac to, like I said, the less-than-1% of people who don’t get that experience,” Hall said at the Autosport Business Exchange in October.

“In our case, restaurants, bars, retail, we have seen an uplift in sales and in brand health equity that we track in markets where we’ve invested, and it’s undeniable that it works,” she also added.

Jim Beam and Cadillac first announced their partnership in September 2025, five months before the American F1 team’s debut in the sport. Over the season, the partnership has also combined to bring other off-track experiences, including at the Miami Grand Prix earlier this year.

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