Jack & Jim Out, Enter Jeremiah Weed
With Jack Daniels and Jim Beam recently exiting NASCAR, Jeremiah Weed Southern Style Sweet Tea today announced it will get in the game with a primary sponsorship of the No. 26 Roush Fenway Ford Fusion driven by Jamie McMurray at Lowe's Motor Speedway on October 17th. The Diageo brand becomes the first vodka to sponsor a car since NASCAR lifted its ban on spirits sponsors beginning with the 2005 season.
You may remember that back in March Jeremiah Weed made an unsolicited offer to work with other spirit team sponsors as the "official tire air" sponsor for major stock car racing (watch the video below).
“In its first ever major sponsorship, Jeremiah Weed Southern Style Sweet Tea is thrilled to utilize NASCAR as a platform to extend its Southern ideals and traditions to the millions of fans who follow the sport,” said Judd Zusel, Director of Innovation, Diageo. “Jeremiah Weed Sweet Tea sees a clear opportunity to elevate the brand even further by connecting with adult consumers that have an undying passion for the sport they love, and encourage them to enjoy our sweet tea vodka responsibly throughout the weekend’s race festivities.”
Earlier this year, Jeremiah Weed Southern Style Sweet Tea made a unique bid to be the "official air" of major stock car racing teams. At the time, Jeremiah Weed Southern Style Sweet Tea Global Brand Director Guy L. Smith said the air for the race tires would come exclusively from the mountain hollows near Weed, Kentucky and be transported to racetracks in traditional compressed air containers.
“Jeremiah Weed was born in the south and to thank some of the brand’s favorite people for embracing the product, we thought Charlotte would be the perfect place to make our NASCAR debut,” said Weed. “We look forward to providing fans a reason to celebrate responsibly all weekend, and will do everything we can to ensure that we are toasting Jamie when hopefully he puts the No. 26 car in Victory Lane.”