Campari Group has leveraged Cabo Wabo’s ‘Official Tequila of NASCAR’ status to promote responsible consumption at a recent race meet in the US.
The ‘Cabo Wabo 250’, which took place in Michigan last weekend, saw the brand offer alcohol-free cocktails and free bottled water to attendees at its on-site ‘Hydration Station’. The activation forms the basis for ongoing initiatives throughout the NASCAR season, “with even bolder efforts, incentives at track and a new national rideshare partnership to get everyone home safely after the race”.
“Cabo Wabo Tequila is proud to bring its bold energy to NASCAR by encouraging fans to enjoy their weekend at the track responsibly,” said Campari America’s head of marketing, Andrea Sengara. “We’re inviting attendees to join us for a refreshing mocktail, take a pit stop at our Hydration Station and make a plan with their friends for getting home – whether that’s using rideshare services or electing a designated driver.”
Campari’s America division secured a “multi-year” sponsorship arrangement with NASCAR for Cabo Wabo earlier this year. As well as naming rights for last weekend’s race, the brand is also the ‘Official Tequila’ of Daytona International Speedway, Kansas Speedway and Talladega Superspeedway.
Campari initially purchased 80% of the brand 15 years ago, taking full ownership in 2010.
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