While NASCAR is typically seen as more of a sport for beer drinkers than wine sippers, boxed wine brand Franzia is putting that theory to the test with a new agreement with NASCAR Holdings for Fuel, its ready-to-drink cocktail product. In NASCAR\u2019s new 2026 brand refresh ad that debuted on social media Sunday night, the racing series plays into its blue-collar ethos by saying, \u201cOur forefathers didn\u2019t throw tea in the harbor so we can sit quietly on rooftops and sip champagne.\u201d Despite that, the Daytona Beach property still wants to be in the growing RTD space, naming Fuel by Franzia as its new wine-based ready-to-drink partner on Tuesday. <\/p>\n
One of the headline assets is painted branding that Fuel will get up and down pit road at Daytona International Speedway for this weekend\u2019s Daytona 500. It will be the first company to get such an asset at Daytona, though NASCAR did the same with Tide at last year\u2019s championship weekend in Phoenix. The branding will be placed on pit road walls and the asphalt and called out on air during Saturday\u2019s O\u2019Reilly Auto Parts Series race on The CW. The brand will also do sampling and promotions at Daytona along with other races this year at Talladega, Kansas, San Diego and Homestead-Miami. <\/p>\n
Fuel was launched early last year and is 14% alcohol by volume with flavors like Margarita Rush, Hard Punch and Tiger\u2019s Blood. Terms for the deal were not released. <\/p>\n
The RTD category has been growing in sports in recent years, including UFC doing deals with Atomic Brands\u2019 Monaco Cocktails and New Amsterdam Vodka<\/a>, plus 20 team deals in the space in the NFL<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"While NASCAR is typically seen as more of a sport for beer drinkers than wine sippers, boxed wine…\n","protected":false},"author":2,"featured_media":466751,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[446],"tags":[49,48,1639,12716,634,82],"class_list":["post-466750","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nascar","tag-ca","tag-canada","tag-deals","tag-motorsports","tag-nascar","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/466750","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=466750"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/466750\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/466751"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=466750"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=466750"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=466750"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}