As Melbourne gears up for the roar of race week, a slice of Kentucky is rolling into town. For the first time ever, Jim Beam is launching its Jim Beam Roadhouse, transforming Village Belle into a high-octane hub of bourbon, beats and Southern hospitality during the Australian Grand Prix. As the Official Spirits Partner of the Cadillac Formula 1 Team, the world’s No.1 bourbon is extending the thrill beyond the circuit — and there’s even the chance fans could spot Finnish Formula 1 star Valtteri Bottas among the festivities — creating a welcoming off-track playground where motorsport devotees and curious newcomers can gather, sip and celebrate together.
Inside, the Roadhouse unfolds like its own race circuit. The Original Bourbon Bar sets the tone for easy connections, while the Jim Beam Balcony channels sleek cockpit energy with Cadillac-inspired design touches. In the Bourbon Bar Doulton Lounge, country beats and DJ sets keep the tempo high between live screenings of all the on-track action. Expect line dancing sessions, sets from local DJs and bands, and even a tongue-in-cheek “meat and greet” — a playful nod to Aussie pub culture with a surprise guest in the mix. It’s Kentucky charm meeting St Kilda cool, with a side of community spirit.
At the heart of it all is the drinks list, led by The Golden Mullet — a driver-inspired cocktail blending vanilla, lemon and soda with Jim Beam Pineapple, offering Aussies a first taste of the new flavour ahead of its national launch. The menu, inspired by The Kitchen Table restaurant at the James B. Beam Distilling Co. in Clermont, Kentucky, leans into generous, share-style comfort food designed to pair perfectly with bourbon. The result? A race-week rendezvous that swaps grandstand seats for long tables, bringing together bold flavours, live music and Formula 1® fandom in one unmistakably Kentucky celebration — best enjoyed together, and responsibly.
To plan your visit, head to www.jimbeam.com or follow @jimbeamofficial and @cadillacf1 on Instagram, then make your way to the Jim Beam Roadhouse at Village Belle, 202 Barkly Street, St Kilda, from 4–8 March.
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