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 Brand Ambassador Jenson Button.
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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 staff’s present journey to return to the entrance of the grid. It will even have fun Williams and Jenson’s lengthy and affluent relationship, which started in 2000 when the staff gave him his breakthrough alternative in Formula 1.
Beyond the particular editions, the licensing partnership will see the core Coachbuilt version poured at Williams occasions and within the paddock, along with merchandise traces and different activations.
Paul Asencio, Chief Revenue Officer of Williams Racing, commented:
We look ahead to working alongside Coachbuilt Whisky to create a variety 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 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 all enterprise, you launch with plans and grand aspirations that you just try to attain.
Partnering with Williams Racing as we have fun our third birthday is sort of extraordinary, and I couldn’t be prouder.
It means a lot to work with a staff 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 few of the most memorable moments in Williams Racing’s historical past.
