Thanks to streaming services and series such as Netflix’s ‘Drive to Survive’, films such as ‘F1 The Movie’ with Hollywood actor Brad Pitt and new racing venues around the world, it seems that Formula 1 has exploded into the mainstream and digital audience over the past decade. It is now a truly global spectacle across Asia, the Americas, Middle East and Europe, giving whisky brands aligning themselves with F1 and their teams massive global exposure.
It is perhaps not surprising that whisky brands and Formula 1 have decided to cooperate as they have shared narratives with a focus on craftsmanship, precision, heritage, engineering, patience vs speed, legacy, scarcity and exclusivity.
Earlier in 2025, LVMH’s Glenmorangie Single Malt Scotch whisky was named as the ‘Official Whisky of Formula 1’.
“I am thrilled to set in motion Glenmorangie’s landmark partnership with Formula 1 – the pinnacle of motor racing. We share with F1 a great pride in our heritage and an unstoppable desire to reach new heights of excellence.” Caspar MacRae, President and CEO of Glenmorangie
This followed previous Formula 1 team multi-year sponsorship deals such as the one made between William Grant & Sons’ Glenfiddich Single Malt Scotch whisky brand with Aston Martin.
“We’re proud to be part of a partnership with Aston Martin Aramco that celebrates the perfect balance of precision and intuition. Whisky or Formula One, innovation fuels the journey, but instinct defines the experience.” Brian Kinsman, Glenfiddich Malt Master
Likewise, Scotch whisky brand Chivas Regal from Pernod Ricard was also appointed by Scuderia Ferrari as an official team partner back in 2024 and have announced its driver Charles Leclerc as a Global Brand Ambassador.
“Formula 1 is a team sport in every sense, and our results come from the dedication of everyone at Scuderia Ferrari HP. It’s great to have a partner like Chivas Regal, who highlights this collective spirit and recognises the incredible work done away from the spotlight” Fred Vasseur, Scuderia Ferrari HP Team Principal
2001 Formula 1 Champion Jenson Button and his premium blended Scotch whisky brand Coachbuilt Whisky have also entered into a partnership with Williams Racing F1 team.
“The launch of our inaugural release is the culmination of my dream to blend my two big passions: racing and Scotch Whisky” Jenson Button
Over in the USA, Jack Daniel’s has been an official partner of the McLaren Formula 1 team since 2023. This is not the first time the McLaren F1 team had worked with whisky as they had previously been involved in a partnership with the Johnnie Walker Scotch whisky brand.
“As a brand, we’re looking to remain relevant with the next generation of consumers and always looking for relevant platforms to partner with and therefore McLaren and F1 present an absolutely brilliant and unrivalled global platform to really amplify the presence of Jack Daniel’s, the world’s most valuable premium spirits brand.” Sophia Angelis, Brown-Forman SVP & Global Managing Dir of Jack Daniel’s Brands
In 2025, it was also announced that as Cadillac will enter the world of Formula 1 with their own team from 2026, they will be partnering with the world’s no.1 bourbon brand Jim Beam as their official spirits partner.
“We are excited to bring the soul of Kentucky to the global stage of Formula 1 with Cadillac, a brand that’s been part of the Beam family’s story through the ages” Rashidi Hodari, managing director, James B. Beam Distilling Co.
WhistlePig Whiskey joined forces with the Alfa Romeo Formula 1 team Stake to introduce a series of releases bringing whiskey to G-Force levels such as the Alfa Romeo F1 Team Stake Barrel, the 3rd release in their Single Barrel PiggyBack Legends Series.
The product includes a tribute to Valtteri Bottas’ iconic racing number, 77, by releasing it at 96.77 proof and it is also inspired by Zhou Guanyu, the Chinese F1 driver, as it is finished with exotic lychee and oolong tea.
“Partnering with WhistlePig has been a very exciting experience. Alfa Romeo F1 Team Stake is dedicated to being the best on the track, and the crew at WhistlePig is fearless in their pursuit to create the best whiskey out there.”V altteri Bottas, Alfa Romeo F1 Team Stake
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