NASCAR Extends Spirits Portfolio With Wheatley Vodka Deal NASCAR has named Wheatley American Vodka, produced by Sazerac Company, as its official vodka in a multi-year partnership that grants the brand vodka category rights across the sanctioning body's marketing platforms and events. As part of the deal, Wheatley American Vodka becomes the entitlement partner of The Wheatley Vodka Clash, NASCAR's preseason exhibition race that kicks off the Cup Series season. The event will be held at Daytona International Speedway on Saturday, Feb. 13, 2027. "The strongest partnerships are built on authentic connections, and like many of the partnerships we've forged in recent months, Wheatley American Vodka shares the values that have defined NASCAR for generations—from a commitment to craftsmanship and American tradition to creating memorable experiences for our fans," said Jake Krantz, Senior Director of National Sales at NASCAR. "From race weekends to the Wheatley Vodka Clash, this partnership gives us new opportunities to elevate the fan experience while introducing one of America's premier vodka brands to one of the most passionate fan communities in sports."

Brand Alignment and Activation Strategy Wheatley American Vodka is distilled at Buffalo Trace Distillery in Frankfort, Kentucky. The brand will receive year-round integration across NASCAR's platforms, highlighted by a 30-second promotional spot and on-site activations at The Clash. "Wheatley American Vodka was built with a focus on quality, hard work, and bringing people together, making NASCAR a natural fit for our brand," said David Binder, Senior Brand Director for Wheatley American Vodka. "Whether fans are celebrating at the track, gathering with friends to watch the race, attending The Clash, or raising a glass after a memorable weekend, we're proud to become part of those moments and to begin this partnership with one of America's most iconic sports."

Community Commitment NASCAR and Wheatley American Vodka will also launch a program supporting service members and military veterans, with details to be announced later.

Why It Matters

The deal underscores the continued monetization of NASCAR's entertainment assets through beverage partnerships. For Sazerac, the sponsorship provides high-visibility marketing access to NASCAR's core demographic and year-round brand exposure across one of the nation's largest sports properties.

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Written by FBM Publications Editors