Jim Beam

Jack Daniel's and Jim Beam are moving to win over the fast-growing Formula 1 audience, particularly in the United States, where the sport's popularity has surged in recent years. The two bourbon giants are reportedly competing for visibility among the sport's expanding fan base, reflecting a broader push by American brands into global motorsport marketing.

Two of America's best-known whiskey brands, Jack Daniel's and Jim Beam, are sponsoring Formula 1 racing teams, in a photo feature highlighting the tie-ups. The move signals growing interest from major spirits companies in motorsport marketing as Formula 1's audience expands, with the brands putting their names and imagery alongside the teams' cars and drivers.