Sugarlands Shine, the new Official Moonshine of NASCAR, celebrates its new sponsorship rights with the ‘Beyond the Checkered Flag Sweepstakes’ promoted by a campaigning running across the brand’s digital and social channels.
The creative, which included video, spanned YouTube,
Facebook, Instagram
and Twitter.
Sugarlands Distilling Co. is excited to announce we are now the Official Moonshine of @NASCAR!
AND we're sending 1 lucky fan to a 2019 race as a VIP – enter the Beyond the Checkered Flag Sweepstakes today! pic.twitter.com/rwALr5eBgX
— SugarlandsDistilling (@SugarlandsShine) October 12, 2018
‘Beyond the Checkered Flag’ offers fans a chance to win the ‘ultimate race weekend experience’ courtesy of the Sugarlands Distilling Company.
Race lovers (who are over 21) can enter the competition online at Sugarlands.com/Nascar to be in with a chance to join the Sugarlands Crew for a VIP experience at either the Daytona International Speedway or the Talladega Superspeedway in 2019.
The initiative’s grand prize includes Nascar VIP passes for two that include travel and accommodation, plus special behind-the-scenes access with the Sugarlands area and so more.
The new deal with Sugarlands, announced on 12 and promoted through a PR event and linked social posts, actually arrives 14 years after Nascar allowed its teams to be sponsored by distilled liquor brands.
NASCAR legally gets its 'shine on with Sugarlands https://t.co/S2Ca4QFSrO via @ESPN pic.twitter.com/JZH1S2HTJk
— All Turns No Brakes (@turnsnobrakes) October 13, 2018
The new five-year sponsorship between Sugarlands Distilling Company and Nacsar sees Sugarlands Shine become the exclusive, official moonshine of the series and includes the rights for Sugarlands to produce products carrying the Nascar logo as well as hospitality and having a brand presence at all series’ tracks.
Comment:
It is the recent rapid growth of ‘craft’ spirits and cocktails – which is predicted to grow the market sector to around $80bn by 2025 – which is driving the current growth of ‘moonshine’.
Sugarlands itself is just four years old but, has seen its annual sales rise 50% this year and is now sold in 24 US states.
It’s new ‘official moonshine’ tie up actually has strong historical synergy for the race series.
After all, Nascar was actually born from the actions of bootleggers running moonshine during the prohibition era.
In fact, the term ‘stock car itself actually comes from bootleggers whose cars looked ‘stock’ on the outside, but on the inside were ‘special’.
Recent years have seen a rise in major US sports spirits and hard liquor sponsorships – a sector that was often restricted or forbidden by several leagues.
Last year, notable spirits sponsorship examples in the USA range from Jack Daniels becoming the official whiskey of the NBA back (see case study) and Crown Royal whiskey partnering with the NFL (see case study).
Links:
Sugarlands Distilling Company
https://www.facebook.com/SugarlandsDistillingCompany
https://www.instagram.com/sugarlandsshine/
https://twitter.com/SugarlandsShine
https://www.youtube.com/channel/UCKy1fNiqIwmAy1OSH1OZUAw/featured
Nascar
https://www.facebook.com/NASCAR/
https://www.instagram.com/nascar/
