Williams Racing has announced a licensing partnership with Coachbuilt Whiskey which has been co-founded by the F1 team’s ambassador Jenson Button.
Williams Racing and Coachbuilt Whisky, a premium blended whisky co-founded by 2009 F1 World Champion and Williams Racing Brand Ambassador Jenson Button, today announce a dynamic licensing partnership. This collaboration brings together two innovators in their respective domains, merging the expertise of Williams Racing in motorsport engineering with the passion for precision and craftsmanship embodied by Coachbuilt.
The alliance will see a number of limited-edition whiskies produced 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 the long and prosperous relationship between Williams and Jenson which began in 2000 when the team provided him with 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: “We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of Williams Racing. Coachbuilt have 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.”
Jenson Button, Co-Founder of Coachbuilt Whisky and Williams Racing Brand Ambassador: “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.”
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[Note: The story is as per press release]
