Coachbuilt Whisky and Williams Racing in new partnership

Coachbuilt Whisky and Williams Racing in new partnership

Under the licensing partnership, Coachbuilt will produce a series of limited-edition whiskies with Williams Racing

News | 15 Apr 2024

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Coachbuilt Whisky, the blended whisky brand co-founded by Jenson Button, has announced a licensing partnership with Williams Racing. Button, race car driver and 2009 Formula One (F1) world champion, is a brand ambassador for Williams Racing.


As part of the partnership, Coachbuilt will produce a series of limited-edition whiskies exploring Williams Racing’s heritage and journey. It will also reflect on Button’s personal connection to the racing company; Button joined the Williams team in 2000, his first entry to F1 racing.


Button said: “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 honour some of the most special moments in Williams Racing's history.”


The new collaboration will also see Coachbuilt’s hero whisky poured at Williams events, merchandise lines, and more activations.


Button founded Coachbuilt with whisky expert George Koutsakis. Their whisky celebrates the whiskies of Scotland, blending liquids from the Campbeltown, Islay, Lowland, Highland, and Speyside regions.


Coachbuilt follows in the footsteps of a number of other whisky brands by linking with racing companies, including those between Jack Daniel’s and McLaren and Bowmore and Aston Martin

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