• by Teresa Buyikian , June 26, 2026

Jim Beam is commemorating both America’s 250^th anniversary and Formula 1 with a new campaign that brings race fans together on both sides of the pond.

The bourbon maker, which is the official spirits partner of the Cadillac Formula 1 Team, this week rolled out “Better View,” the :30 spot seen here.

The ad opens on shot of an F1 car speeding down the track as a tony group of well-heeled fans watch from a VIP box. A voiceover says, “The VIP club might have a great view…” as the scene then shifts to various groups of friends gathered to watch the race.  One group is watching on a portable TV while camping, another partying at a tailgate, a third in a bar and others on a rooftop. The voice over continues, “but if you grab some Beam and find your people, the best part of race day won't be where you watch, but who you're with.”

“’Better View’ is a celebration of the fans who turn race day into something bigger than the race itself regardless of where they are viewing the track,” said KK Hall, global vice president of marketing at Jim Beam, in a release.  “We believe the best moments are shared together, and this campaign is rooted in the friendships, traditions and connections that make race day memorable. “

The campaign and accompanying social content launches in time for the Formula 1 race at Silverstone in Northamptonshire, U.K., which is considered the “spiritual and historical home” of the sport since the inaugural race was held there in 1950.

Jim Beam will host multiple activations surrounding upcoming Formula 1 races in the U.S. and U.K., including the first Fourth of July-themed Cadillac Formula 1 Team x Jim Beam Pit Stop BBQ in Silverstone on July 1, which will have live music, slow-smoked barbecue and the “Southern hospitality synonymous with Jim Beam.”

The brand has also released a new collectible 2026 Jim Beam White x Cadillac Formula 1 Team Limited Edition Bottle, which will be available across the U.S. beginning in September.