Click for more.
NASCAR® today announced a new, multi-year link with Cuervo®,* said to be the world’s first and number one tequila brand [***footnote 1], naming it the Official Tequila of NASCAR, the Official Margarita of NASCAR and an Official Partner of NASCAR beginning in the 2026 season.**
“Our fans come to the track to have a great time – to celebrate, connect and create memories around incredible racing – and Cuervo is a natural partner to help us elevate that experience,” said Craig Stimmel, Senior Vice President and Chief Commercial Officer, NASCAR. “There’s a strong commonality between NASCAR fans and Cuervo consumers, and together we’ll bring that energy to life through premium activations (sic), immersive hospitality and unforgettable moments that make race day even more special.”
Cuervo will hold exclusive category rights for the marketing and promotion of agave-based distilled spirits, including tequila and mezcal, and will be featured “prominently” across NASCAR events and platforms. The deal includes premium branding and activation at NASCAR venues such as Daytona International Speedway, Phoenix Raceway, Homestead-Miami Speedway, Talladega Superspeedway and the NASCAR San Diego Street Race.
As part of the marketing deal, Cuervo will appear across NASCAR’s premier events, platforms and venues with “immersive on-site fan engagements, branded hospitality experiences and integrated digital and social storytelling throughout the NASCAR season. The ‘Keep it Cuervo’ footprint will feature Jose Cuervo Especial, Cuervo Tradicional and Devil’s Reserve, with craveable margaritas, the newly launched ready-to-drink Jose Cuervo Sparkling Cocktails and more unexpected drink surprises,” the non-salted press release claimed.
NASCAR fans are said to be already embracing Cuervo – they’re 381.2% more likely to have consumed the brand in the past month and 40.5% more likely to drink Cuervo versus the general population.[footnote 2] Together, Cuervo and NASCAR “will bring unforgettable experiences to a spirits-ready audience that over-indexes on tequila consumption.”
“NASCAR represents one of the most passionate and loyal fanbases in sports. We’re proud to join the community that embodies playful energy, traditions and bold spirits — just like our tequila — bringing Cuervo to some of the biggest moments in motorsports,” said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. “Building on our existing partnership with NASCAR, this new era gives us a powerful platform to help fans celebrate racing culture before the race and at the track, while keeping the celebration going long after the checkered flag is waved.”
*AutoInformed on
**About Cuervo
Cuervo says it is a Mexican family-owned brand since 1795 and the largest producer of tequila throughout Mexico and around the world. Utilizing craftsmanship handed down through 11 generations of the Cuervo family, the Cuervo portfolio includes Cuervo Especial®, the world’s best-selling tequila[3], Cuervo Tradicional®, the original 100% agave tequila, Reserva de la Familia® by Jose Cuervo®, the world’s first extra añejo tequila brand, Jose Cuervo Golden Margarita®, Authentic Jose Cuervo Margaritas®, Jose Cuervo Margarita Mix® and Cuervo Devil’s Reserve™. For more information, visit www.cuervo.com. Trademarks owned by Becle, S.A.B. de C.V. ©2026 Proximo, Cuervo.com. Please drink responsibly.
***Inevitable NASCAR and Cuervo® Footnotes
- [1] IWSR Global Database – 2024
- [2] Global Web Index 2025 Survey
- [3] IWSR Global Database – 2024
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Annals of Marketing – NASCAR and Cuervo® Link
Click for more.
NASCAR® today announced a new, multi-year link with Cuervo®,* said to be the world’s first and number one tequila brand [***footnote 1], naming it the Official Tequila of NASCAR, the Official Margarita of NASCAR and an Official Partner of NASCAR beginning in the 2026 season.**
“Our fans come to the track to have a great time – to celebrate, connect and create memories around incredible racing – and Cuervo is a natural partner to help us elevate that experience,” said Craig Stimmel, Senior Vice President and Chief Commercial Officer, NASCAR. “There’s a strong commonality between NASCAR fans and Cuervo consumers, and together we’ll bring that energy to life through premium activations (sic), immersive hospitality and unforgettable moments that make race day even more special.”
Cuervo will hold exclusive category rights for the marketing and promotion of agave-based distilled spirits, including tequila and mezcal, and will be featured “prominently” across NASCAR events and platforms. The deal includes premium branding and activation at NASCAR venues such as Daytona International Speedway, Phoenix Raceway, Homestead-Miami Speedway, Talladega Superspeedway and the NASCAR San Diego Street Race.
As part of the marketing deal, Cuervo will appear across NASCAR’s premier events, platforms and venues with “immersive on-site fan engagements, branded hospitality experiences and integrated digital and social storytelling throughout the NASCAR season. The ‘Keep it Cuervo’ footprint will feature Jose Cuervo Especial, Cuervo Tradicional and Devil’s Reserve, with craveable margaritas, the newly launched ready-to-drink Jose Cuervo Sparkling Cocktails and more unexpected drink surprises,” the non-salted press release claimed.
NASCAR fans are said to be already embracing Cuervo – they’re 381.2% more likely to have consumed the brand in the past month and 40.5% more likely to drink Cuervo versus the general population.[footnote 2] Together, Cuervo and NASCAR “will bring unforgettable experiences to a spirits-ready audience that over-indexes on tequila consumption.”
“NASCAR represents one of the most passionate and loyal fanbases in sports. We’re proud to join the community that embodies playful energy, traditions and bold spirits — just like our tequila — bringing Cuervo to some of the biggest moments in motorsports,” said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. “Building on our existing partnership with NASCAR, this new era gives us a powerful platform to help fans celebrate racing culture before the race and at the track, while keeping the celebration going long after the checkered flag is waved.”
*AutoInformed on
**About Cuervo
Cuervo says it is a Mexican family-owned brand since 1795 and the largest producer of tequila throughout Mexico and around the world. Utilizing craftsmanship handed down through 11 generations of the Cuervo family, the Cuervo portfolio includes Cuervo Especial®, the world’s best-selling tequila[3], Cuervo Tradicional®, the original 100% agave tequila, Reserva de la Familia® by Jose Cuervo®, the world’s first extra añejo tequila brand, Jose Cuervo Golden Margarita®, Authentic Jose Cuervo Margaritas®, Jose Cuervo Margarita Mix® and Cuervo Devil’s Reserve™. For more information, visit www.cuervo.com. Trademarks owned by Becle, S.A.B. de C.V. ©2026 Proximo, Cuervo.com. Please drink responsibly.
***Inevitable NASCAR and Cuervo® Footnotes
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.