Williams Racing sign licensing deal with Coachbuilt Whisky

Williams Racing have agreed a licensing partnership with Coachbuilt Whisky.

Contract:

• A number of limited-edition whiskies will be produced that pay homage to the Grove-based team’s history
• Coachbuilt will also be supplied at Williams events and in the paddock, in addition to merchandise lines and other activations

Context:

Coachbuilt Whisky was co-founded by former Formula One world champion and current Williams Racing brand ambassador Jenson Button. The partnership will also look to celebrate the British driver’s relationship with the Williams team, having his made his debut for the historic outfit in 2000.

Comment:

“We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of Williams Racing,” said Paul Asencio, chief revenue officer 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.”

Button added: “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.”

Coming next:

Formula One marks its first race in China since 2019 this weekend, returning to the Shanghai International Circuit for the Chinese Grand Prix from 19th to 21st April.

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