Jim Beam cites sales and brand gains as Cadillac F1 partner

KK Hall, Jim Beam’s global brand vice-president, says the bourbon company has seen sales and brand-health gains in markets where it invested, while discussing the brand’s Cadillac Formula 1 partnership.

Hall made the remarks on a panel at the Autosport Business Exchange in New York on Wednesday. Asked by Morning Brew senior reporter Alyssa Meyers what Jim Beam had learned about F1, Hall said the sponsorship was meant to extend beyond the car’s livery and hospitality for customers and executives. She described using broadcasts and experiences in bars and restaurants to carry the brand’s story further.

Jim Beam is a founding partner of Cadillac, which joined the championship as its 11th team in 2026. At this weekend’s United States Grand Prix in Austin, Hall said Cadillac and Jim Beam would run a ranch house together. She contrasted it with Jim Beam’s usual roadhouse and said the activation was intended to bring in people without tickets to the race.