Grain & Barrel Spirits adds driver partnership to Dixie Vodka-NASCAR tie-up – Vodka in the US data

Grain & Barrel Spirits has signed NASCAR driver Tony Stewart as an ambassador for its Dixie Vodka brand.

Grain & Barrel Spirits has signed NASCAR driver Tony Stewart as an ambassador for its Dixie Vodka brand.

Off the back of the tie-up, confirmed yesterday, the company has also unveiled Tony’s Tea; a vodka-based iced tea & lemonade RTD that will launch in the US next month. Additionally, the deal with Stewart will see Dixie Vodka serve as the official spirit of his NASCAR racing team, Stewart-Haas.

Financial details, along with the duration of the partnership, were not disclosed.

“The opportunity to partner with legendary driver Tony Stewart is exciting for everyone on the Dixie team and further expands our presence in the motorsports world,” said Grain & Barrel Spirits CEO, Matti Anttila.

The arrangement strengthens Grain & Barrel’s ties to NASCAR, after it signed on as an official sponsor in 2019. The South Carolina-based spirits producer is one of several beverage companies tied into the sport, along with Anheuser-Busch InBev and The Coca-Cola Co.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

Tick here to opt out of curated industry news, reports, and event updates from Just Drinks.

Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Vodka in the US has seen consistent growth in recent years, according to GlobalData figures. Between 2015 and 2019, the category expanded at a compound annual growth rate (CAGR) of 1.3%. In 2020, the trend is expected to have continued despite the coronavirus pandemic, albeit at a modest one-year rise of 0.7%. From 2020 until 2024, GlobalData predicts vodka consumption in the US will continue rising at an accelerated CAGR of 1.7%.

Why whisky/whiskey can no longer ignore the allure of flavours – click here for a just-drinks comment