North American stock car-racing series Nascar has entered into a multi-year partnership with American-made craft spirit brand Dixie Vodka.
As the official vodka of Nascar, Dixie will sponsor the Nascar Cup Series race at Homestead-Miami Speedway next season, with the event set to commemorate the track’s 25th anniversary. The event will see Dixie have a presence at bars throughout the track.
Dixie, which is based in South Carolina, will also serve as the official vodka of the Daytona 500, Daytona International Speedway, Homestead-Miami Speedway and Richmond Raceway.
Additionally, Dixie will take part in the Nascar Champion’s Week celebrations at the Fan Fest in Nashville, where its cocktails will be served alongside all 16 Nascar Cup Series Playoffs cars and other fan displays. The event will take place from December 3-5.
Daryl Wolfe, Nascar executive vice-president and chief operations and sales officer, said: “Dixie Vodka is entering the sport with an integrated industry approach, introducing its product to a national fanbase that actively supports partners of the sport.
“Nascar is rooted in heritage and tradition, beginning as a regional sport that eventually grew into a global property. Our new partners have emulated that approach and are utilising this partnership to expand Dixie’s presence and brand awareness.”
Dixie will open a branded cocktail bar at Daytona International Speedway at the start of the 2020 Nascar season. Richmond Raceway will also open a Dixie Vodka Victory Lane Club that will provide unprecedented in-field access to fans.