Suntory Global Spirits has signed a “multi-year” global partnership for its flagship bourbon brand, Jim Beam, with the Cadillac Formula 1 Team.
The arrangement, announced today (17 September), sees Jim Beam become the team’s “official spirits partner”, ahead of the racing outfit’s debut in the FIA Formula 1 World Championship in 2026. The partnership will include fan engagement initiatives and retail and trade activations, with a focus on responsible drinking messaging.
Financial details were not disclosed.