Sazerac Co has signed a marketing deal with NASCAR in the US that will see its Wheatley American Vodka mark become the motor racing competition organiser’s ‘official vodka’.
The “multi-year” partnership will give Wheatley ‘vodka category rights’ for marketing and promotion at NASCAR events. The brand will also become the titular sponsor of The Wheatley Vodka Clash – an annual pre-season event formerly known as the Busch Clash due to a sponsorship tie-up with AB InBev.
Sazerac’s marketing activity around the deal also includes a 30-second promotional spot and branded “fan experiences” at The Clash, which will next be held at Daytona International Speedway on 13 Feb 2027.
Earlier this year, Proximo Spirits also signed a marketing deal with NASCAR in the US for its parent company’s Cuervo tequila brand. The arrangement allows the Cuervo portfolio, which includes the Jose Cuervo line, to use the monikers ‘official tequila of NASCAR’, ‘official margarita of NASCAR’ and ‘official partner of NASCAR’.
