For some, especially those in reflexively activist circles, the concept of mixing alcohol and driving a motor vehicle might appear to be an offensive contradiction. One of the refreshing parts of America’s top racing governing body, NASCAR, is they and their fan base are not reflexively sensitive. There has always been an undercurrent of an anti-PC, unwoke mindset in auto racing, and frankly, it is needed.
It was only in recent years when the governors of NASCAR bent to the hyperbolic accusations of the Left and banned Confederate flags from the races, but despite this, you still have a more freewheeling and not at all uptight atmosphere with the racing crowd. If you want a decidedly unbothered and non-judgmental experience, take a stroll through the infield areas of the major speedways. The hypersensitive set would blanch and possibly faint at some of the displays and activities in that realm. And yes, much of that is fueled by the intake of adult concoctions.
Beer has long been a component of NASCAR. It was 1979 when Anheuser Busch began sponsorships inside the sport, beginning with the Busch Pole Award, and not long after directly branding on the cars. Miller Brewing followed suit, and then, over the years, Coors Light and other brands would be seen on cars and in other forms of cross-promotion. Currently, Florida driver Ross Chastain has taken over the car for A-B, driving the showy Busch Light ride full time.
That new car smell…
— Busch Beer (@BuschBeer) February 1, 2024
Check out @RossChastain's first look at the new paint scheme 👀 pic.twitter.com/fEwPZdRmOe
Curiously, despite this relationship between beer and banked turns, NASCAR restricted its sport from being sponsored by hard liquor brands for a long period. However they relaxed that mandate for the 2005 season and allowed distillers to get in on the act of sponsoring teams. That year, Jack Daniels was seen on the Dave Blaney (later Clint Boyer taking that wheel), fittingly sporting the #7. Jim Beam was also the backer of the Robbie Gordon team, and Diageo lent its Crown Royal brand to support Kurt Busch. Curiously, five years later, both Beam and Jack Daniels ended their relationship with NASCAR at the same time, announcing their departures one day apart from each other. Crown was sponsoring other drivers before leaving the sport in 2011.
This year, it was rather refreshing to see a return of the spirits on the circuit. For the debut race, the Daytona 500, there was a return of Dale Earnhart Jr. (a longtime driver for Budweiser), this time as a team owner, his first Daytona 500 in that role. His JR Motorsports team fielded the sharp-looking #40 Traveler Whiskey car driven by Jason Algier.
Dale Earnhardt Jr. and Chris Stapleton team up to bring JR Motorsports to the 2025 DAYTONA 500! Justin Allgaier will pilot the No. 40 Traveller Whiskey Chevrolet, proudly featuring the BRANDT logo, in this historic JRM Cup Series debut. We can’t wait to see Justin take on 'The… pic.twitter.com/ZqYcV3MYG5
— BRANDT (@BRANDT_co) January 16, 2025
This is the whiskey produced by country singer Chris Stapleton, one that has been receiving its share of accolades. The reason they chose that number for the race was that in crafting the spirit, they had sampled up to 50 different blends, and the 40th had been the final selection for the brand.
Another bourbon will be featured this weekend in Austin on the road race held at the Course of the Americas, as Kyle Busch will have his first select race with Rebel Bourbon as his primary sponsor. For this event, the brand has rolled out a new label with Busch featured.
The driver is said to have hand-selected the barrels for this release, a four-year-old spirit that ramped up the ABV to 108 proof. This was done to reflect his car’s #8; limited edition bottling is made available nationwide.
Rebel Bourbon will produce a new limited-edition bottle using the name and number of @KyleBusch, with a 54% ABV and suggested retail price around $40.
— Adam Stern (@A_S12) February 26, 2025
🔲 Rebel will produce 30,000 of the bottles, which will have a label with the signature and No. 8 of Busch + an @RCRracing logo. pic.twitter.com/WHvIgFXppl
One other entrant this season is Green River Whiskey, a brand that has been in existence since the late 1800s and is making a bid to take things national with various sports sponsorships. This season, it is sponsoring J.J. Yeley, who failed to make the grid in Daytona but made the field last week in Atlanta.
The @GreenRiver1885 Chevrolet is back on track this weekend in Atlanta.@NASCAR + @NYRacingTeam#BourbonLens @jjyeley1 @ATLMotorSpdwy https://t.co/T1nHcCcca6
— Bourbon Lens (@BourbonLens) February 22, 2025
And, as always, watch the races responsibly.
