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 version!
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 mirror the workforce’s present journey to return to the entrance of the grid. It would additionally rejoice Williams and Jenson’s lengthy and affluent relationship, which started in 2000 when the workforce gave him his breakthrough alternative in Formulation 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 operating 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 just attempt to attain.
Partnering with Williams Racing as we rejoice our third birthday is sort of extraordinary, and I couldn’t be prouder.
It means a lot to work with a workforce so wealthy in heritage and one which has had so many milestone moments. We’re excited to embark on a partnership that may see us create liquids to honour among the most memorable moments in Williams Racing’s historical past.
