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.