In NASCAR’s rich history, few collaborations blend the sport’s working-class heritage with musical stardom as seamlessly as the one that emerged at this year’s Daytona 500. When Justin Allgaier took the wheel of the No. 40 Chevrolet for JR Motorsports, his car featured a distinctive sponsor—Traveller Whiskey. This craft bourbon, co-founded by 11-time Grammy winner Chris Stapleton and spirits giant Sazerac (valued at approximately $4 billion), not only honored NASCAR’s moonshine-running roots but also introduced a premium brand eager to tap into the sport’s cultural influence. By partnering with Dale Earnhardt Jr.’s team, Traveller found itself in a winning position.
This collaboration was born from Stapleton’s friendship with Earnhardt Jr., uniting three American cultural staples—NASCAR, country music, and whiskey. The sponsorship wasn’t random; Allgaier’s No. 40 Chevrolet directly reflected Traveller’s Blend No. 40 bourbon, a detail that resonated with fans. Despite being a newcomer, Traveller took a bold risk by using NASCAR’s biggest race as a marketing platform—a gamble that paid off handsomely.
Allgaier’s impressive ninth-place finish in JRM’s Cup Series debut sparked an overwhelming response from fans. Despite running only one race, he became NASCAR’s top-selling driver of 2025 so far. For Traveller, which had only launched a year prior, the results exceeded expectations. Andrew Duncan, Sazerac’s global brand director for American whiskey, expressed excitement about the overwhelming fan engagement. Fans were bringing bottles to autograph sessions, and merchandise quickly sold out. This enthusiastic response has led Traveller to explore further opportunities in NASCAR beyond their initial one-race agreement.
The numbers speak for themselves. JRM reported that Traveller-branded apparel became E2 Apparel’s best-selling T-shirt since 2019, while diecast models of the Traveller No. 40 car are expected to be among Lionel Racing’s top five bestsellers for 2025—an impressive feat for a car that raced only once. Retail displays featuring the Traveller and NASCAR collaboration also performed exceptionally well, particularly in Florida, home to the Daytona 500.
While Duncan did not reveal specific future plans, he acknowledged that NASCAR’s fan response aligns perfectly with Traveller’s brand image as “the whiskey of America’s pastimes.” This successful partnership reflects NASCAR’s evolving alcohol sponsorship landscape, which now blends traditional promotions with lifestyle experiences. With Sazerac considering further involvement, another Traveller Whiskey and JR Motorsports collaboration could be on the horizon—perhaps even for a marquee event like the Coca-Cola 600.
