Coca-Cola Bottling Co Consolidated has teamed up with NASCAR Sprint Cup driver AJ Allmendinger for its Fuel in a Bottle energy shot brand.

BYB Brands, which is owned by Coca-Cola Bottling Co Consolidated, said late yesterday  (20 March) that Allmendinger will be a brand ambassador for Fuel in a Bottle, which has recently launched in the US. Allmendinger will feature in the brand’s marketing efforts through advertising and point-of-purchase placements. Financial details behind the tie-up were not disclosed.

The brand is available in two variants: Energy and Protein.

Launched earlier this year in the south-east of the US, Fuel in a Bottle Energy contains B Vitamins, is sugar free and has zero calories. Fuel in a Bottle Protein, meanwhile, contains 25g of protein and amino acids. Both are available in 2.5oz shots.