Jeff Gordon And Alex Bowman Talk About New Canned Cocktail Sponsorship, As NASCAR Season Kicks Off

Canned cocktails are off to the races. According to recently released data from the Distilled Spirits Council, sales of premixed drinks surged 42.3% over the past year to eclipse $1.6 billion in US revenue—cutting into numbers for beer and hard seltzer. Capitalizing on that buzz is Day Chaser, a Vermont-based producer specializing in a line of carbonated vodka and sodas flavored with real fruit juice.

Just a couple of years ago it would be difficult to imagine such a brand owning the clout to advertise with major sports league. But as a testament to the evolving landscape of adult beverages, the company has now entered into a multi-year partnership with Hendrick Motorsports, the winningest team in NASCAR history. As part of the deal, Day Chaser will be featured on the fire suits of racer Alex Bowman and his No. 48 crew members. The brand also receives prominent placement on the team’s equipment used throughout race weekends. It’s a massive amount of visibility for the canned cocktail upstart, as NASCAR remains the most popular spectator sport in the country.

And one of its most popular racers of all time, Jeff Gordon, is co-owner and vice chairman of Hendrick Motorsports. The 4-time NASCAR Cup Series champion, and hall of famer, sat down with Forbes to discuss his storied career as well as his interest in Day Chaser and canned cocktails. Read the exclusive interview below, followed by added commentary from current driver, Alex Bowman.

You’ve won an astonishing 93 NASCAR races. What are some of your most memorable victory lane celebrations over the years?

Jeff Gordon: “Our races are very hard to win so each one has significance for different reasons. When I was driving, I never took a victory for granted because you never knew when your next one would be. I’ll never forget my first Cup Series win at Charlotte, which was a huge moment for me. I spent time growing up in Indiana, so the chance to race and win at the Brickyard held a lot of personal significance. And of course, the DAYTONA 500. Hendrick Motorsports finishing 1-2-3 there in 1997 was a very special one. Now that I’m working on the business side [of Hendrick Motorsports], I take a lot of pride whenever any of our teams win. Last year, I was just as excited in our victory lane celebrations as I was when I drove.”

The partnership with Day Chaser marks the first time Hendrick Motorsports has aligned with a liquor/alcohol sponsor in over 20 years, why is that?

JG: “When we’re in conversations with potential partners, so much of what happens comes down to timing and fit. We’ve learned from Rick [Hendrick Motorsports owner] that aligning with great organizations and brands that fit with our own brand and culture is extremely important. Those factors help us build long-term relationships. There have certainly been conversations with alcohol brands over the years, but the stars simply didn’t align until recently.”

Looking back at big drink sponsors you’ve had in the past, some of the biggest names in the beverage industry, how does aligning with a new brand differ?

JG: “For our team, it’s exciting to have the chance to be on the ground floor and help build a new brand. When I look at Day Chaser, there’s support from a larger organization in Vermont Cider Company, which has a tremendous track record. Now they’re aligned with a rising star in Alex [Bowman] and a winning team in the No. 48. They have a plan in place, and we have the chance to bring a lot of value to that plan.”

Why are sponsors so important in NASCAR in particular? Do fans really pay attention more so in this sport than any other?

JG: “There’s no other sport where corporate partners are truly part of the competition like they are in NASCAR. What’s so special is that our fans recognize how important sponsors are to the success of their favorite teams. In turn, they support those sponsors. Brand loyalty in NASCAR is extremely high, and it opens up a lot of marketing opportunities.”

What is most exciting about having Day Chaser on board for the next couple seasons?

Alex Bowman: “It’s really exciting to have Day Chaser on board. I am looking forward to meeting everybody and building that relationship with everyone and celebrating with Day Chaser in victory lane.”

What have you enjoyed drinking typically in the past, have ‘ready to drink’ cocktails always been in your arsenal?

AB: “I’ve never been into ready-to-drink canned cocktails, so Day Chaser was a new experience for me, and I really enjoy them. I typically enjoy bourbon, so the canned-cocktail thing is new to me, but I am really enjoying it.”

Outside of victory lane, what’s the best place for you to enjoy a drink?

AB: “The best place to enjoy a Day Chaser, for me, is by the pool. It also helps that it is in a can, so you don’t have to worry about glass bottles breaking.”