Formula One has become a young person’s sport – 42 per cent of F1 fans are now under 35 (and 41 per cent are women) – so there were some new faces in the crowds over the Miami Grand Prix weekend earlier this month. There, under the Florida sun, the crowd witnessed the historic moment as the Cadillac Formula 1 Team competed on US soil for the first time in its debut season. And Jim Beam, the official partner of the Cadillac Formula 1 Team, celebrated accordingly.

Jim Beam himself was a Cadillac driver. He’d put the yeast that preserved his bourbon recipe in the front seat of a Cadillac each night after Prohibition ended. With a brand connection that goes back to the 1930s, earlier this year, Jim Beam released a film, Raised Together, that launched their partnership with Cadillac’s new Formula 1® team. The campaign tagline went like this: “Best Enjoyed Together. Best Enjoyed Responsibly”. This fan-first ethos, focused on sharing experiences, translated beyond the track and across the city.

Here’s what went down over Jim Beam’s Miami Grand Prix weekend.

‘CHECO’ SHOWED MIAMI SOME LOVE

Jim Beam x Cadillac — Courtesy of Jim Beam

Before race weekend kicked off, on Thursday, April 20, Cadillac Formula 1 Team driver Sergio “Checo” Pérez sat down to speak with Jim Beam Global Brand Ambassador Tim Heuisler. There, he spoke about how happy he was to be in Miami – shouting out the Latin community in the city and calling it the “best atmosphere in the world”. He also shared a story of watching F1 with his father and brother back in Mexico. “It was my dream, but I was also aware of how far it was,” he said. Then, the dream became a reality.

F1 WENT DOWNTOWN

On Saturday night, after the qualifying race, Jim Beam unveiled the latest iteration of its rolling F1 hangout, Jim Beam Roadhouse, in downtown Miami. The high-energy block party included DJS, interactive games and, of course, Jim Beam cocktails (like the “Golden Mullet”, a Jim Beam Pineapple serve inspired by driver Valtteri Bottas). Later that evening, there was a live performance from Fat Joe at Jungle Plaza, Cadillac Formula 1® Team Miami Headquarters. The rapper yelled out to the crowds, “This one’s dedicated to Checo,” before launching into All I Do Is Win.

THE WEEKEND WAS DEDICATED TO FANS

Across all of the activations, fans came first, with Jim Beam inviting fans to be part of the weekend’s energy. There were ticket giveaways for lucky guests, and shared spaces to get involved in F1 culture, even if it’s just from the comfort of a local bar, Lost Boys Dry Goods. Best of all? For F1 fans, the fun will continue, alongside Jim Beam and the Cadillac Formula 1 Team’s ongoing global partnership.