In NASCAR’s storied history, few partnerships have married the sport’s blue-collar roots with musical royalty. Quite like the one that roared to life at this year’s Daytona 500. When Justin Allgaier piloted the No. 40 Chevrolet for JR Motorsports, it wasn’t just any sponsor adorning the quarter panels—it was Traveller Whiskey. The craft bourbon brand co-founded by 11-time Grammy winner Chris Stapleton and Sazerac, the privately held spirits giant valued at approximately $4 billion. The partnership echoed NASCAR’s moonshine-running origins while signalling something entirely new: a premium whiskey brand betting on stock car racing’s enduring cultural relevance. And partnering with Dale Jr.’s team it seems they’ve hit a jackpot.

The collaboration materialized through Stapleton’s friendship with Dale Earnhardt Jr., creating a trifecta of American cultural touchstones—NASCAR, country music, and whiskey. The choice was no coincidence. Allgaier’s No. 40 Chevrolet directly mirrored Traveller’s signature Blend No. 40 bourbon, a detail that resonated deeply with fans. Launched just last year, Traveller represented a newcomer taking a substantial gamble on NASCAR’s most prestigious race as its marketing platform.

That gamble paid dramatic dividends when Allgaier navigated the chaos of Daytona to secure a top-10 finish, coming home ninth in JRM’s Cup Series debut. The on-track performance sparked unprecedented merchandise demand, with Allgaier—despite competing in just one Cup race—becoming NASCAR’s top-selling driver of 2025 so far. For Traveller Whiskey, which had launched only a year earlier, the return on investment defied even their most optimistic projections.

“We’ve been thrilled by the reception,” revealed Andrew Duncan, Sazerac’s global brand director for American whiskey. “It’s not only the coverage that we’re pleased with—it’s also the sentiment.” Duncan described scenes of fans bringing Traveller bottles to pre-race events for Allgaier’s autograph while merchandise locations struggled to keep stock. This enthusiastic response has Traveller actively exploring options to expand its NASCAR presence, potentially beyond the one-race deal with JR Motorsports.

The numbers substantiate these claims emphatically. According to JRM, the Traveller-branded apparel became E2 Apparel’s best-selling T-shirt since 2019. Meanwhile, diecast models of the Traveller No. 40 car are projected to rank among Lionel Racing’s top five bestsellers for 2025—remarkable for a vehicle that competed in just a single event. Retail displays featuring the Traveller/NASCAR partnership proved particularly successful in Florida, where the Daytona 500 takes place.

While Duncan carefully avoided specifics about future plans, he made clear that NASCAR’s fan response has convinced Traveller that the sport aligns perfectly with their positioning as “the whiskey of America’s pastimes.” As he put it, “We’ve seen enough positive fan response from NASCAR to tell us that the NASCAR fan likes what Traveller Whiskey stands for.”

The Renaissance of Spirits in Racing

The Traveller-JRM partnership exemplifies the broader evolution of alcohol sponsorships in NASCAR. Since lifting restrictions on spirits sponsorships in 2005, the sport has embraced diverse partners from across the alcohol spectrum. While Traveller made waves with its one-race debut at Daytona, it follows established spirits brands. The ones like Dixie Vodka, which serves as the “Official Vodka of NASCAR” and sponsors the Cup Series race at Homestead-Miami Speedway, and Cabo Wabo Tequila, which recently expanded its presence as the “Official Tequila Sponsor of NASCAR.”

What sets the Traveller partnership apart is its celebrity component. Unlike conventional sponsorships, Dale Earnhardt Jr.’s friend’s direct involvement mirrors other successful cross-industry collaborations, creating authentic connections that resonate with overlapping fan bases. This authenticity helped drive the remarkable merchandise and diecast sales despite the limited on-track exposure.

The growth of premium spirits brands into NASCAR sponsorship has resulted in partnerships focused on safe drinking messages as well as standard promotional approaches. The NASCAR industry progressed through elevated alcohol sponsorships starting from standard logo placement into sophisticated lifestyle experiences that support family-friendliness alongside adult appeal. Sazerac plans to expand their NASCAR sponsorship which potentially opens the door for Traveller to become a member of the many spirits brands currently participating in the sport.

And who knows we might have another Traveller Whiskey and JR Motorsports collaboration lined up for a crown jewel race like Coca-Cola 600?