Jim Beam® x Cadillac Formula 1® Team x Achtung! Alive
Jim Beam® and Cadillac Formula 1® team announce global partnership - Achtung! Alive is responsible for communication activities in Germany
September 2025 - Jim Beam®, the world's leading bourbon brand, and the Cadillac Formula 1® team are proud to announce their multi-year global partnership, uniting two of the most recognizable names in American culture on the world's fastest stage: Formula 1®.
In Germany, Achtung! Alive will be responsible for all communication measures and activities in Germany. The Cologne-based agency from the Achtung! family supports Jim Beam® in the strategic planning, conception and implementation of experiential communication - including PR, experiential, social media and artist & influencer relations.
The Cadillac Formula 1® team will enter the FIA Formula 1 World ChampionshipTM in 2026 as the first new entry since 2016 - with Jim Beam® as the official spirits partner. The partnership represents two American originals joining forces to usher in a new era to get even more people excited about Formula 1®.
Founded by TWG Motorsports and General Motors, the Cadillac Formula 1® team combines a long tradition of engineering excellence with a shared commitment to innovation and performance - an exciting new chapter for American involvement in the global Formula 1® scene.
The collaboration is more than a sponsorship, as this story has evolved over 90 years. Every night, Jim Beam®, the legendary brand founder, would place a jar of his own yeast - the centerpiece of his secret recipe - on the passenger seat of his Cadillac and drive it home to protect it from fire and prohibition. This ritual preserved the essential ingredient that still makes up the incomparable taste of Jim Beam®, which is appreciated worldwide.
Fred Noe, Jim Beam's® seventh generation Master Distiller, still drives a Cadillac today - a silent tribute to the car that has helped preserve his family's legacy.
"We are excited to partner with Cadillac, a brand that has always been part of the Beam family history, to bring the soul of Kentucky to the global Formula One® stage," said Rashidi Hodari, Managing Director of James B. Beam Distilling Co.
"In both auto racing and the production of Jim Beam® Bourbon, everyone involved, as well as the technical elements, must work together to achieve a positive overall result. The pit crew and our distillery employees rely on the strength of their teams to be successful. We are inspired by this shared understanding and the importance of connecting with the next generation of Formula 1® fans."
With a vision to attract new audiences to the sport, the official partnership will be brought to life both on and off the track through immersive fan experiences, focusing on responsible use of alcohol, retail and trade activations and most importantly the desire to bring people together.
"This partnership brings together two icons of American heritage to create something truly special," says Dan Towriss, CEO of the Cadillac Formula 1® team. "Formula 1® is a global platform and we want to take our fans with us every step of the way. Our vision goes beyond racing - we are building a team that is at home where sport, technology and culture meet. With Jim Beam® joining our family of partners, this project is gaining momentum every day as we prepare for our debut next year."
With connection as a key value that unites fans around the world, Jim Beam® has a long tradition in sports and music that this partnership will bring to the world stage. Known as the "People's Bourbon," Jim Beam® is a brand built on community and the unmistakable feeling that all are welcome. From a jar of yeast in the passenger seat of the Cadillac to the roar of an F1 engine, it's a legacy that lives on. Jim Beam looks forward to creating shared moments of great taste and responsible togetherness under the motto: "Best enjoyed together, best enjoyed responsibly."
On the agency side, Achtung! Alive is responsible for all Jim Beam activations in Germany, including PR, experiential, social media and artist & influencer relations. Philipp Hemmer (Marketing Director) and Anna Reising (Senior Brand Manager Jim Beam) are responsible for Beam Suntory Germany.