Jim Beam and Cadillac Bring a Taste of Home to F1 with Melbourne Roadhouse

The partnership unites two American brands whose legacies have run parallel for decades.

Published on Mar. 9, 2026

Got story updates? Submit your updates here. ›

Formula 1 has long been a platform where global brands test how far their stories can travel beyond the racetrack. As the sport continues to expand its international footprint, the paddock has increasingly become a space where heritage brands meet new audiences through experiences rather than through traditional sponsorship alone. For Jim Beam, the arrival of Cadillac to the Formula 1 grid created an opportunity for the brand to do exactly that.

Why it matters

The partnership between Jim Beam and Cadillac is rooted in shared American heritage, with the goal of engaging the next generation of bourbon consumers through Formula 1's global platform. By creating accessible 'third spaces' for fans to gather, the brands aim to build memorable connections that resonate beyond the racetrack.

The details

To mark Cadillac's Formula 1 debut in Melbourne, Jim Beam unveiled the 'Melbourne Roadhouse', a fan hub that transformed the Village Belle in St Kilda into a celebration of bourbon, motorsport, and community. The activation featured live music, bourbon tastings, race screenings, a 'Meat & Greet' with Cadillac driver Valtteri Bottas, and comfort food inspired by Jim Beam's Kentucky roots. The concept was designed to bring the energy of the race weekend beyond the circuit, giving fans without tickets a place to gather and share the excitement of Formula 1.

  • The Melbourne Roadhouse activation took place during the 2026 Australian Grand Prix weekend.
  • Jim Beam and Cadillac's partnership was announced prior to the start of the 2026 Formula 1 season.

The players

Jim Beam

An American bourbon brand with a legacy dating back to the 1930s, when Jim Beam himself would transport the yeast that preserved his bourbon recipe in the front seat of a Cadillac each night after Prohibition ended.

Cadillac

An American automotive brand that has partnered with Jim Beam, uniting two heritage brands whose stories have run parallel for decades.

Rashidi Hodari

The Managing Director of Jim Beam, who oversaw the brand's entry into Formula 1 and the partnership with Cadillac.

Valtteri Bottas

Cadillac's Formula 1 driver, who made a special guest appearance at the Melbourne Roadhouse to host a traditional Australian meat raffle for fans.

Got photos? Submit your photos here. ›

What they’re saying

“I think there's a magic of having a real purpose to be in the space. It's a combination of knowing who we were and who we are as a brand, knowing our heritage.”

— Rashidi Hodari, Jim Beam Managing Director (si.com)

“When we thought about the partnership, it was really about engaging the next generation of bourbon consumers. Formula One offers the opportunity to connect with fans at a scale that's almost unprecedented.”

— Rashidi Hodari, Jim Beam Managing Director (si.com)

“We know most Formula One fans don't get to attend races regularly. They might have one chance in their lifetime to go. So we want to create spaces around the city where people can come together and share that excitement.”

— Rashidi Hodari, Jim Beam Managing Director (si.com)

“We want to bring the Roadhouse to life in ways that feel authentic to each place. There are ideas that can travel from market to market, but there are also traditions that are unique to each location.”

— Rashidi Hodari, Jim Beam Managing Director (si.com)

What’s next

The Melbourne Roadhouse activation marks the beginning of what Jim Beam hopes will become a recurring presence throughout the Formula 1 calendar, with the brand aiming to create unique, one-of-a-kind, and community-focused experiences for fans around the globe.

The takeaway

The partnership between Jim Beam and Cadillac demonstrates how heritage brands are leveraging Formula 1's global platform to connect with new audiences through immersive experiences, rather than traditional sponsorship alone. By creating accessible 'third spaces' for fans to gather and celebrate the sport, the brands are building memorable connections that resonate beyond the racetrack.