Dixie Vodka signs multiyear deal with NASCAR


Dixie Vodka has signed a multiyear deal with NASCAR for a prominent placement at multiple racetracks.

Dixie Vodka has signed a multiyear deal with NASCAR for a prominent placement at multiple racetracks, including title sponsorship of the NASCAR Cup Series’ Dixie Vodka 400 at Homestead-Miami Speedway, which will take place on Sunday, March 22, 2020 on Fox.

This news was earlier reported by Jayski, a NASCAR news site.

“It’s all about fun, and that’s what Homestead-Miami Speedway and Dixie Vodka will offer all of our guests,” Homestead-Miami Speedway President Al Garcia said in a press release.

Dixie Vodka will also be named the Official Vodka of NASCAR, and kick off this partnership during the Fan Fest in Nashville during the Champions Week celebration, serving cocktails at Riverfront Park from December 3-5.

It comes in six varieties: Black Pepper, Citrus, Mint, Peach, Southern and Wildflower Honey.


“NASCAR is an iconic brand that has grown from southern roots into a national sport watched by millions of people every race day,” Matti Christian Anttila, founder of Dixie Vodka and CEO of parent company Grain and Barrel Spirits, said in a press release. “This partnership allows us to speak directly to that amazing fanbase, introducing them to the best of the flavors of the south and the heart and soul we put into every single bottle.”

Dixie Vodka will also a branded bar at Daytona International Speedway for the Daytona 500, in addition to having title sponsorship of the Dixie Vodka Victory Lane Club at Richmond Raceway.

Given NASCAR’s roots in running moonshine during Prohibition and the Great Depression, a vodka partnership makes a lot of historical sense, especially considering that other types of alcohol – BudweiserCoors Light and Miller Lite beer, especially – have long had a presence as team sponsors, and the Triple-A level Xfinity Series was long known as the Busch Series.

Other kinds of liquor have also been a part of the culture – whiskey brand Sugarlands Shine is the title sponsor of the Double-A level Gander Outdoors Truck Series event at Talladega Superspeedway, and Richard Childress Racing has a history with Jack Daniel’s sponsoring drivers Clint Bowyer from 2006-2008 and Austin Dillon this season.

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