Cole Custer gets Dixie Vodka sponsorship for 2021.
NASCAR Cup Series driver Cole Custer gained a new primary sponsor from Dixie Vodka for two races in 2021, it was announced on Tuesday, January 20.
Dixie Vodka, which signed on as an official NASCAR partner in November 2019, will be aboard the Stewart-Haas Racing No. 41 Ford Mustang at the Daytona International Speedway Road Course on February 21 (3 p.m. ET on Fox) and Nashville Superspeedway on June 20 (3:30 p.m. ET on the NBC Sports Network), serving as an associate sponsor for the full season.
Dixie Vodka will also be the title sponsor for the Dixie Vodka 400 at Homestead-Miami Speedway on February 28 (3:30 p.m. ET on Fox).
This news was previously reported by racing news website Frontstretch after breaking with a video posted on the SHR Twitter page.
“I’m genuinely excited about my new partnership with Dixie Vodka,” Custer said in a press release. “The people behind the brand have worked incredibly hard to make Dixie Vodka the largest premium craft vodka produced in the Southeast. I look forward to raising a glass with them as we enjoy more success together in 2021.”
Cole Custer was the 2020 NASCAR Cup Series Rookie of the Year after making the playoffs, winning at Kentucky Speedway and scoring two top-fives and seven top-10s. He also has nine wins in the Triple-A-level Xfinity Series to go along with 39 top-fives and 71 top-10s in three full seasons there.
SHR was co-founded by legendary Cup Series and IndyCar Series champion Tony Stewart in 2009, and since has had a down-to-Earth persona ever since, which includes a very very dog-friendly atmosphere and a lot of sponsorship from common food and beverage products, which has become somewhat rare in stock car racing. In fact, every full-time driver in the organization’s history has now been sponsored by a food or beverage-related brand at some point.
Stewart was sponsored by Burger King from 2009-12 and Coca-Cola in 2016, Ryan Newman was sponsored by Outback Steakhouse from 2011-13, Kevin Harvick has had Anheuser-Busch promoting Budweiser and Busch, along with Jimmy John’s sandwiches since joining the team in 2014, and Hunt Brothers Pizza since 2017 (plus Outback from 2014-2016). Danica Patrick had Nature’s Bakery sponsorship in 2016, Busch was also with Clint Bowyer from 2017-2020, and Chase Briscoe has previously been sponsored by Nutri Chomps dog treats. Aric Almirola has brought Smithfield meat products since joining the team in 2018, and Monster Energy has been with the team since 2015 for Kurt Busch and Riley Herbst.
Though NASCAR racing came about more-or-less directly from moonshiners during the Great Depression, over the past decade or so alcohol brands like Coors Light, Miller Lite and Jack Daniels have largely left the sport, largely replaced by the introduction of energy drinks, with at least three expected to appear on vehicles in the three national series this season.
The 2021 NASCAR Cup Series season begins with the Daytona 500 on Sunday, February 14, with TV coverage on Fox. For more news, analysis and opinions on all forms of motorsports, check out our FanSided Network sister site Beyond the Flag for the latest.