Coachbuilt Whisky and Williams Racing sign a new licensing partnership


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

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This collaboration brings together two innovators in their respective domains, merging Williams Racing’s expertise in motorsport engineering with Coachbuilt’s passion for precision and craftsmanship.

The alliance will produce several limited-edition whiskies that pay homage to Williams Racing’s rich heritage and reflect the team’s current journey to return to the front of the grid. It will also celebrate Williams and Jenson’s long and prosperous relationship, which began in 2000 when the team gave him his breakthrough opportunity in Formula 1.

Beyond the special editions, the licensing partnership will see the core Coachbuilt edition poured at Williams events and in the paddock, in addition to merchandise lines and other activations.

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

We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of Williams Racing.

Coachbuilt has hit the ground running in the whisky sector since its launch, and it’s an exciting moment to further our relationship with our Brand Ambassador, Jenson Button.

Jenson Button, Co-Founder of Coachbuilt Whisky and Williams Racing Brand Ambassador, added:

We launched Coachbuilt in 2021, and, as with any business, you launch with plans and grand aspirations that you strive to achieve.

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

It means so much to work with a team so rich in heritage and one that has had so many milestone moments. We’re excited to embark on a partnership that will see us create liquids to honour some of the most memorable moments in Williams Racing’s history.

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