NASCAR just teamed up with a vodka brand, and if you follow racing, this one actually makes sense once you look at where the vodka comes from and what it stands for.
The sanctioning body announced a new multi-year partnership with Wheatley American Vodka on August 4, 2026, naming it the Official Vodka of NASCAR. That's a big title for a brand that's been building momentum fast, and it's not just a logo slap on a fence. This deal comes with real weight behind it, including a signature race renamed after the brand.
What The Partnership Actually Covers
Wheatley American Vodka is now the entitlement partner of the Wheatley Vodka Clash. If you're not familiar with the name, the Clash is one of NASCAR's marquee events. It's the race that opens the season every year, running as the first Cup Series exhibition race before the points actually start counting. It's the kind of event that gets diehard fans fired up for the year ahead, and now it carries Wheatley's name front and center.
There's also a location change worth noting. The Clash is heading back to Daytona International Speedway, and it's set for Saturday, February 13, 2027. Daytona is about as historic as it gets in NASCAR, so pairing that venue with the new title sponsor is a solid way to kick things off.
As part of the deal, Wheatley picks up vodka category rights across NASCAR's marketing and promotional platforms. That means fans should expect to see the brand woven into race weekends all year, not just at the Clash. The partnership also includes a custom 30-second promotional spot and upgraded fan experiences with on-site activations at the race.
Where This Vodka Comes From
Wheatley isn't some brand that popped up overnight. It's made at Buffalo Trace Distillery in Frankfort, Kentucky, which has a long track record in American spirits. The vodka goes through a process where it's distilled ten times and triple filtered, which is meant to give it that smooth, clean taste people look for in a good vodka. It's made using American grains, and the people behind it lean hard into the "American craftsmanship" angle, which lines up well with NASCAR's own image and fan base.
The brand markets itself as something you'd pour at a backyard cookout or share with friends while watching a race. Vodka sodas, vodka lemonades, and American mules are the kinds of drinks it's built around. Nothing fancy or complicated. Just simple mixed drinks for simple good times, which fits right in with the tailgate culture that surrounds NASCAR events.
Why NASCAR Says This Fits
Jake Krantz, who serves as Senior Director of National Sales for NASCAR, explained the thinking behind the deal. He said the strongest partnerships come from real, shared values, and pointed out that Wheatley lines up with what NASCAR has stood for over the years.
"The strongest partnerships are built on authentic connections, and like many of the partnerships we've forged in recent months, Wheatley American Vodka shares the values that have defined NASCAR for generations—from a commitment to craftsmanship and American tradition to creating memorable experiences for our fans," Krantz said. "From race weekends to the Wheatley Vodka Clash, this partnership gives us new opportunities to elevate the fan experience while introducing one of America's premier vodka brands to one of the most passionate fan communities in sports."
That last part is worth paying attention to. NASCAR fans are known for being loyal to the brands connected to the sport, and this partnership is clearly designed to get Wheatley in front of that built-in audience in a big way.
The Vodka Brand's Side Of The Story
David Binder, Senior Brand Director for Wheatley American Vodka, also spoke on the announcement. He tied the partnership back to what the brand says it's all about — quality, hard work, and bringing people together.
"Wheatley American Vodka was built with a focus on quality, hard work, and bringing people together, making NASCAR a natural fit for our brand," Binder said. "Whether fans are celebrating at the track, gathering with friends to watch the race, attending The Clash, or raising a glass after a memorable weekend, we're proud to become part of those moments and to begin this partnership with one of America's most iconic sports."
It's a straightforward pitch, and it makes sense for a spirits brand looking to plant its flag with a fan base that gathers in big groups, tailgates before races, and sticks around to celebrate after the checkered flag drops.
A Program For Veterans And Service Members
There's another piece to this deal that stands out beyond the racing and marketing side. NASCAR and Wheatley American Vodka are planning to build a program aimed at giving back to service members and military veterans. Specific details haven't been released yet, but both organizations confirmed more information is coming down the line.
Given NASCAR's fan base includes a large number of veterans and active service members, this piece of the partnership could end up being one of the more meaningful parts of the deal once the details are made public.
Why This Matters For NASCAR Going Forward
NASCAR has been busy lining up new partnerships recently, and this one continues that pattern. Adding a fast-growing vodka brand to the mix, especially one made right here in the U.S. with a heavy focus on American craftsmanship, is a natural extension of the sport's identity. NASCAR has always leaned into being an American institution, and pairing with a spirits brand that's distilled at one of the most award-winning distilleries in the country keeps that theme going.
For fans, this means more integration of the Wheatley name at races throughout the year, a renamed and relocated season-opening event at one of the sport's most historic tracks, and eventually a program that gives back to those who've served. It's a partnership that touches marketing, tradition, and community all at once — which is exactly the kind of deal that tends to stick around for the long haul in a sport built on loyalty.
About NASCAR
NASCAR is the sanctioning body for the top form of motorsports in the United States and owns 14 of the country's major motorsports entertainment facilities. It oversees three national series — the NASCAR Cup Series, NASCAR O'Reilly Auto Parts Series, and NASCAR CRAFTSMAN Truck Series — along with four international series, four regional series, and a grassroots local series. NASCAR also governs the IMSA WeatherTech SportsCar Championship through the International Motor Sports Association, and owns Motor Racing Network, Racing Electronics, and ONE DAYTONA. Headquartered in Daytona Beach, Florida, NASCAR sanctions more than 1,200 races each year across 11 countries and over 30 U.S. states.
About Wheatley American Vodka
Wheatley American Vodka is crafted in America's Heartland at what's known as the world's most award-winning distillery. It's distilled ten times and triple filtered for a smooth, clean taste, made using American grains. The brand centers itself around moments that bring people together — backyard barbecues, casual get-togethers, and shared drinks — while leaning into a message of American craftsmanship throughout its production and branding.
