Jim Beam reveals sales impact of Cadillac F1 partnership

Jim Beam says its partnership with the Cadillac Formula 1 team has already led to a rise in sales. The Kentucky bourbon brand, owned by Suntory Global Spirits, is a founding partner of Cadillac F1, which joined the grid as the championship's 11th team in 2026. Speaking on a panel at the Autosport Business Exchange in New York on Wednesday, KK Hall, global brand vice president of Jim Beam ... Keep reading