Famous whiskey brand kicks off F1 season with new campaign

Jim Beam has launched a new global campaign that puts drivers in the spotlight alongside its iconic whiskey. The campaign celebrates the partnership with the new Cadillac Formula 1 Team and features a film of the same name: Raised Together.

The Raised Together campaign nods to a shared history that stretches back nearly 90 years. At the heart of the film is the story of founder James B. Beam, who every evening transported a jar of his proprietary yeast culture in his Cadillac to safeguard it from fire and the looming threat of Prohibition.

That very yeast remains a key element in the recipe for Jim Beam bourbon today. The film uses this detail as a metaphor for craftsmanship, tradition, and progress, values the creators say both brands share.

According to KK Hall, global brand vice president at Jim Beam, the campaign reflects where both brands come from, and where they’re headed.

The film will premiere first in Australia and New Zealand, just ahead of the season-opening race in Melbourne. It will roll out globally later this year.

Alongside the full-length Jim Beam film, an alternative version will spotlight the Cadillac F1 team drivers: Sergio Pérez and Valtteri Bottas. This edit will debut on Jim Beam’s own social channels, where the drivers will also appear with the whiskey.

The campaign will be amplified with activations across television, digital media, and social platforms, think commercials and posters, also featuring the two Cadillac F1 drivers with a bottle of Jim Beam.

Other initiatives that Jim Beam is planning will take place at or around the racetracks. The specifics haven’t been announced yet.

One thing is certain: you’ll be seeing Jim Beam throughout this year’s F1 season. The whiskey maker’s logo will appear on the Cadillac car.