Jim Beam称与凯迪拉克F1车队合作带动销量增长
Jim Beam表示，与凯迪拉克F1车队的合作已带动其销量上升，并提升了品牌参与度。
Jim Beam公布与凯迪拉克F1车队合作的影响
Jim Beam表示，在与凯迪拉克F1车队建立合作后，其销量上升、品牌参与度增强。
赛道之外的赛车文化。车手生活方式、时尚、旅行、设计，以及让赛车超越运动本身的故事。
Jim Beam表示，与凯迪拉克F1车队的合作已经带动其销量上升。
这个由三得利全球烈酒公司拥有的肯塔基波本威士忌品牌，是凯迪拉克F1车队的创始合作伙伴，该车队于2026年作为锦标赛的第11支车队加入发车格。
周三在纽约举行的汽车运动商业交流会上，Jim Beam全球品牌副总裁KK Hall在小组讨论中发言，Morning Brew资深记者Alyssa Meyers询问该公司迄今为止对F1有何了解。
汽车运动商业交流会第二次回到纽约市，在曼哈顿汽车展厅汇聚了来自赛车运动、商业和品牌界的高层领导，共同探讨赛车运动在美国的增长。
克里斯蒂安·霍纳自离开甲骨文红牛车队以来，首次在该活动上于美国公开露面。
其他小组成员包括七届纳斯卡杯系列赛冠军吉米·约翰逊、前一级方程式董事长兼首席执行官蔡斯·凯里、通用汽车的马克·罗伊斯、潘世奇的乔纳森·吉布森以及纳斯卡的蒂姆·克拉克。
“哦，对我来说，作为赞助商，这远远超出了赛道本身，”她说。“而且我们的初衷从来都不是仅仅露面……我不想说‘仅仅’，因为外面的涂装很漂亮，迄今为止也有一些令人惊艳的涂装，我们为此感到非常自豪。也不仅仅是确保我们的客户和高管能在俱乐部里有一席之地。这些都很好。
“但对我们来说，关键在于延伸知识产权和故事线。我们有一个美丽的故事。希望我们有机会在我们自己和凯迪拉克之间讲述它，就像我说的，讲给那不到1%的、没有获得这种体验的人听。
“并通过从大众电视转播到世界各地酒吧和餐厅的体验式活动来做这件事，在比赛周末带着大型路演屋亮相。
“事实上，这个周末，凯迪拉克要办牧场小屋活动。我们通常办路边小屋，但这次我们合办，把没有比赛门票的人也吸引过来。所以我们学会了在赛道外亮相并做活动策划。”
“就我们而言，餐厅、酒吧、零售，在我们投资的市场中，我们追踪到销售额和品牌健康资产都有提升，这无疑奏效。”
凯迪拉克本周末在奥斯汀参赛，美国大奖赛于10月23日至25日在美洲赛道举行。
英文原文
Jim Beam reveals sales impact of Cadillac F1 partnership
Jim Beam has reported increased sales and stronger brand engagement following its partnership with the Cadillac Formula 1 team
Motorsport culture beyond the track. Driver lifestyle, fashion, travel, design and the stories that make racing more than a sport.
Jim Beam says its partnership with the Cadillac Formula 1 team has already led to a rise in sales.
The Kentucky bourbon brand, owned by Suntory Global Spirits, is a founding partner of Cadillac F1, which joined the grid as the championship's 11th team in 2026.
Speaking on a panel at the Autosport Business Exchange in New York on Wednesday, KK Hall, global brand vice president of Jim Beam, was asked by Morning Brew senior reporter Alyssa Meyers what the company had learned about F1 so far.
Autosport Business Exchange returned to New York City for its second edition, bringing together senior leaders from across motorsport, business and brands at the Manhattan Motorcars showroom to examine racing's growth in America
Christian Horner made his first U.S. appearance at the event since leaving Oracle Red Bull Racing
Other panellists included seven-time NASCAR Cup Series champion Jimmie Johnson, former chairman and CEO of Formula 1 Chase Carey, General Motors' Mark Reuss, Penske's Jonathan Gibson and NASCAR's Tim Clark
"Oh, for me, it goes well beyond the track as a sponsor," she said. "And it was always our intention to not show up simply... I don't want to say simply, because the livery outside is beautiful and there have been some stunning liveries to date and we're really proud of that. Nor is it just about making sure our customers and our executives can have a place at a club. That's all well and good.
"But for us, it's been about extending the IP and the storyline. And we have a beautiful story. Hopefully, we have a chance to tell it between ourselves and Cadillac to, like I said, the less-than-1% of people who don't get that experience.
"And doing that through everything from mass television broadcasting to experiential in bars and restaurants across the world, showing up with big roadhouses on race weekends.
"In fact, this weekend, Cadillac is going to do the ranch house. We usually do the roadhouse, but we're doing it together to bring people in who don't have tickets to the race. So we've learned to show up outside the track and do the programming.
"In our case, restaurants, bars, retail, we have seen an uplift in sales and in brand health equity that we track in markets where we've invested, and it's undeniable that it works."
Cadillac races in Austin this weekend, with the United States Grand Prix running from 23-25 October at the Circuit of the Americas.
Motorsport.com ·
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