Aside from the fact it’s a “multi-year partnership,” and the fact Dixie Vodka will sponsor the NASCAR Cup Series at Homestead-Miami Speedway next season, terms weren’t disclosed.
Launched in 2014 by Grain & Barrel Spirits, Dixie Vodka is the largest premium craft vodka produced in the Southeast and includes a lineup of six unique expressions. The South Carolina-based brand is one of the fastest-growing spirit brands in the United States and recently expanded its distribution footprint west of the Mississippi.
For its first taste of NASCAR, Dixie Vodka will join NASCAR Champion’s Week celebrations at the Fan Fest in Nashville, serving cocktails in Music City’s Riverfront Park alongside all 16 Monster Energy NASCAR Cup Series Playoffs race cars and other fan displays Dec. 3 – 5.
“Our goal from day one has been to align with partners who share our mission of promoting the best of our region’s wonderful hospitality, flavors and craftsmanship,” said Matti Christian Anttila, founder of Dixie Vodka and CEO of Grain & Barrel Spirits.
“NASCAR is an iconic brand that has grown from southern roots into a national sport watched by millions of people every race day. This partnership allows us to speak directly to that amazing fan base, introducing them to the best of the flavors of the south and the heart and soul we put into every single bottle of Dixie Vodka. We’ll toast to that.”
The Dixie Vodka 400 at Homestead-Miami Speedway on March 22, 2020, will help celebrate the track’s 25th anniversary season. As part of the event, Dixie Vodka will be featured at bars throughout the racetrack, serving cocktails that showcase the brand’s expressions – Southern, Black Pepper, Peach, Wildflower Honey, Citrus and Mint.
As part of the partnership, Dixie Vodka also becomes the Official Vodka of the Daytona 500, Daytona International Speedway, Homestead-Miami Speedway and Richmond Raceway.