Suntory Global Spirits has announced the start of the 2026 Formula One season with a new short film featuring Jim Beam, supporting the bourbon brand’s sponsorship of the Cadillac racing team. The 30-second spot, titled Raised Together, debuted on March 2 in Australia and New Zealand ahead of the Australian Grand Prix weekend, marking the first installment in a series of campaign films scheduled throughout the F1 season. The initiative uses the Formula 1 Jim Beam sponsorship to build engagement across multiple international markets.
Global Rollout and Multimedia Activations to Support Campaign
The Raised Together film is set to be released across other major markets including Brazil, Canada, China, Germany, India, Mexico, the UK, and the US during the season. Suntory Global Spirits emphasized that the campaign will be bolstered by activations spanning broadcast, digital, and social media channels to reach a diverse audience worldwide.
Upcoming Film Features Cadillac F1 Drivers Highlighting Team Spirit
A follow-up version of the film, featuring Cadillac Formula 1 Team drivers Sergio Pérez and Valtteri Bottas, will soon be available on Jim Beam’s social platforms. According to Suntory Global Spirits,
“The content reflects their unique personalities and sets the tone for the type of storytelling fans can expect to see throughout the partnership.”
This approach aims to connect the drivers’ distinct characters with the broader campaign narrative.
Historic Ties Between Jim Beam and Cadillac Deepen Partnership
Greg Hughes, CEO of Suntory Global Spirits, shed light on the longstanding relationship between Jim Beam and Cadillac, saying,
“Jim Beam would drive the yeast that we make Jim Beam [bourbon] with home every night in his Cadillac, to make sure he didn’t lose that trademark family yeast,”
He added,
“There’s a replica of that Cadillac at the Jim Beam distillery, and all the Beam family members still drive Cadillacs.”
This heritage underscores the partnership’s authentic connection beyond the sponsorship.
Comprehensive Partnership Encompassing Immersive and Retail Experiences
Announced in September, the sponsorship makes Jim Beam the Cadillac team’s official spirits partner as the racing team embarks on its Formula 1 debut. The collaboration includes a broad range of planned activities such as citywide events, immersive fan experiences, retail campaigns, and targeted on-trade programs to enhance brand presence during the racing season.
