Coachbuilt Whisky | Williams Racing

Coachbuilt Whisky and Williams Racing introduced a dynamic licensing partnership. Coachbuilt Whisky is a premium blended whisky co-founded by 2009 F1 World Champion and Williams Racing Model Ambassador Jenson Button.

Click on right here to subscribe to our print edition!

This collaboration brings collectively two innovators of their respective domains, merging Williams Racing’s experience in motorsport engineering with Coachbuilt’s ardour for precision and craftsmanship.

The alliance will produce a number of limited-edition whiskies that pay homage to Williams Racing’s wealthy heritage and replicate the group’s present journey to return to the entrance of the grid. It can additionally rejoice Williams and Jenson’s lengthy and affluent relationship, which started in 2000 when the group gave him his breakthrough alternative in Formula 1.

Past the particular editions, the licensing partnership will see the core Coachbuilt version poured at Williams occasions and within the paddock, along with merchandise strains and different activations.

Paul Asencio, Chief Income Officer of Williams Racing, commented:

We look ahead to working alongside Coachbuilt Whisky to create a spread of merchandise and experiences that honour the legacy of Williams Racing.

Coachbuilt has hit the bottom working within the whisky sector since its launch, and it’s an thrilling second to additional our relationship with our Model Ambassador, Jenson Button.

Jenson Button, Co-Founding father of Coachbuilt Whisky and Williams Racing Model Ambassador, added:

We launched Coachbuilt in 2021, and, as with every enterprise, you launch with plans and grand aspirations that you simply attempt to realize.

Partnering with Williams Racing as we rejoice our third birthday is kind of extraordinary, and I couldn’t be prouder.

It means a lot to work with a group so wealthy in heritage and one which has had so many milestone moments. We’re excited to embark on a partnership that can see us create liquids to honour a number of the most memorable moments in Williams Racing’s historical past.