Whisky and Racing Unites for Long-Term Collaborations
Coachbuilt Whisky, founded by 2009 Formula 1 World Champion Jenson Button, and current Formula 1 team Williams Racing, have announced a new licensing agreement. Button, the Williams Racing Brand Ambassador, and Coachbuilt will collaborate to produce several limited-edition whiskies. Each release will pay homage to Williams Racing’s long history in Formula 1.
In addition, the special releases will honor Jenson Button’s long-standing relationship with Williams Racing. Jenson Button made his F1 debut with Williams Racing in 2000. Nine years later, Button won the 2009 FIA Formula 1 World Championship with Brawn GP.
Alongside the limited editions, Coachbuilt Whisky will also be available at events hosted by Williams Racing and in the Formula 1 paddock. The next Formula 1 Grand Prix will be held this weekend at the Shanghai International Circuit.
Whisky and Racing Unites for Long-Term Collaborations
According to an announcement about the collaboration, Paul Asencio, Chief Revenue Officer of Williams Racing said:
“We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honor the legacy of Williams Racing. Coachbuilt has really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand Ambassador Jenson Button.”
Button added: “We launched Coachbuilt in 2021 and, as with any business, you launch with plans and grand aspirations which you strive to achieve. To be partnering with Williams Racing as we celebrate only our third birthday is quite extraordinary and I couldn’t be prouder.
”To work with a team so rich in heritage and one that has so many milestone moments means so much and we’re excited to embark on a partnership which will see us create liquids to honor some of the most special moments in Williams Racing’s history.”
While creating Coachbuilt Whisky, Button took inspiration from the art of coachbuilding, crafting individual and unique bodies and chassis for coaches. This also reflects the brand’s approach to blending and its intention to create bespoke blended whiskies.
