A vodka-first play in the NASCAR ecosystem
Sazerac Co has entered a multi-year agreement with NASCAR that designates Wheatley American Vodka as the official vodka of the series, giving the brand exclusive marketing and promotional rights across NASCAR events.
As part of the deal, Sazerac will sponsor the renamed Wheatley Vodka Clash, the season-opening pre-race spectacle that will take place on February 13, 2027 at Daytona International Speedway, and will air a 30-second commercial during the broadcast.
The arrangement also includes branded fan experiences at the track, allowing attendees to engage with the vodka brand through interactive activations and exclusive tastings.
The move follows a similar partnership announced earlier this year by Proximo Spirits, which secured the title of official tequila partner of NASCAR for its Cuervo label, illustrating a growing trend of spirits companies aligning with the racing circuit.