Jim Beam discloses how the collaboration with Cadillac F1 has influenced sales.
Jim Beam has reported that its collaboration with the Cadillac Formula 1 team has already resulted in increased sales.
The bourbon brand from Kentucky, which is part of Suntory Global Spirits, is a founding partner of Cadillac F1, which entered the championship as the 11th team in 2026.
During a discussion at the Autosport Business Exchange in New York on Wednesday, KK Hall, global brand vice president of Jim Beam, responded to a question from Morning Brew senior reporter Alyssa Meyers regarding the insights the company has gained from F1 thus far.
- Autosport Business Exchange has returned to New York City for its second iteration, uniting senior figures from motorsport, business, and brands at the Manhattan Motorcars showroom to explore the expansion of racing in America
- Christian Horner made his first appearance in the U.S. at the event since departing from Oracle Red Bull Racing
- Other speakers included seven-time NASCAR Cup Series champion Jimmie Johnson, former Formula 1 chairman and CEO Chase Carey, General Motors' Mark Reuss, Penske's Jonathan Gibson, and NASCAR's Tim Clark
"For me, it extends well beyond being a sponsor on the track," she explained. "Our goal was never to just appear... I hesitate to say just, because the livery outside is stunning and we take great pride in the beautiful designs we’ve had so far. It’s not merely about providing our customers and executives a place at a club. That’s nice, but it’s more than that.
KK Hall
"For us, it’s about expanding the intellectual property and the narrative. We have a compelling story to share, and we hope to convey it between ourselves and Cadillac to, as I mentioned, the less-than-1% of individuals who miss out on that experience.
"We aim to achieve this through various channels, from mass television broadcasts to immersive experiences in bars and restaurants globally, showcasing significant roadhouses during race weekends.
"In fact, this weekend, Cadillac will host the ranch house. While we typically manage the roadhouse, we are collaborating this time to welcome individuals who do not have tickets to the race. We've learned the importance of being present beyond the track and executing our programming.
"In our situation, through restaurants, bars, and retail, we have observed a rise in sales and improvements in brand health equity in the markets where we've invested, and it’s clear that this approach is effective."
Cadillac will be competing in Austin this weekend, with the United States Grand Prix taking place from October 23-25 at the Circuit of the Americas.
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