• by Teresa Buyikian , March 2, 2026

Jim Beam is kicking off its partnership with the Cadillac Formula 1 team with a new short film that illustrates that the two brands actually have ties that go back more than 80 years.

2026 marks the Cadillac team’s first F1 season, with Jim Beam as its official spirits partner. Today the two brands released “Raised Together,” a :30 short film launching in Australia and New Zealand via social platforms ahead of the Australian Grand Prix.

The film introduces the partnership, explaining to the viewer how F1 isn’t the first time Jim Beam and Cadillac have teamed up. The :30 video goes from F1 racing imagery to that of a vintage car speeding along a dirt road, explaining that when Jim Beam himself created the whiskey bearing his name, he would drive the “secret ingredient” to his family recipe home each night -- in his 1939 Cadillac. The short ends with the super “Two American originals, raised for the road ahead,” and both brands’ logos. 

“As we enter the grid for the first time, we want to build a community around this new American team, inviting fans to join us on this journey,” said KK Hall, global brand vice president, Jim Beam, in a press release.  “As the people's bourbon, Jim Beam has always been about the collective and fostering connection. Together with the Cadillac Formula 1 Team, we aim to make the sport more accessible -- bringing fans closer to the action, beyond the grid, to celebrate the stories and shared experiences that make Formula 1 so compelling. This is about creating connections -- on and off the track.”

“Raised Together” is the first in a series of short films that will roll across North America, U.K., Germany, China, India, Brazil, Mexico and other key markets throughout the 2026 F1 season. Integrated activations across broadcast, digital and social channels will also support the films. Jim Beam will also hold immersive experiences, citywide activations and retail initiatives in cities where F1 races are scheduled.