Beam Global Spirits & Wine has followed Brown-Forman in announcing its withdrawal from NASCAR sponsorship in the US.

The company said today (22 September) that its marketing plans for 2010 will not include a return to the NASCAR Sprint Cup Series. As a result, the company will not extend its current partnership with Robby Gordon Motorsports, which has run since the team's creation in 2005, next year.

Beam said it plans to focus its marketing resources for its flagship Jim Beam brand into "other platforms that directly impact the end consumer".

The announcement follows confirmation yesterday that Brown-Forman is to close its Jack Daniel's NASCAR sponsorship of Richard Childress Racing's No. 07 team at the end of the current season.

"It was a difficult decision to transition away from being a NASCAR Sprint Cup Series team sponsor," said Bill Newlands, president of Beam Global Spirits & Wine US. "We always take a hard look at our marketing resources and how we can best interact with legal purchase age consumers.

"After an extensive review of our marketing strategy,"Newlands added, "we have come up with new alternatives to fuel growth for Jim Beam in 2010."

Newlands did not specify what alternatives the company had drawn up for the brand next year.