Neft Vodka taps into F1

Austrian vodka brand Neft has entered the world of Formula 1, signing a deal to be an official partner of the Scuderia AlphaTauri team.

The partnership launched two weeks ago at the Las Vegas Grand Prix, with Neft’s logo visible on the AlphaTauri AT04 cars helmed by the team’s drivers Daniel Ricciardo and Yuki Tsunoda.

The logo could be seen on the halo, wheel spray deflectors and top headrest of the cars.

Neft’s CEO Jeff Mahony commented: “Scuderia AlphaTauri is the perfect partner for Neft Vodka, as we enter the next era of our global business. Scuderia AlphaTauri provides the ultimate global stage to show the innovation and unrivalled taste of our ultra-premium vodka.

“We’re honoured to be an official partner of the F1 team during this pivotal time for both of our dynamic businesses. We couldn’t be more excited about what we can achieve together in the years to come.”

Additive and sugar free, the premium vodka is made with ‘clean’ ingredients – mountain spring water from the Austrian Alps and ancient grains of rye – and its eco-friendly principles are said to align with the racing team’s net-zero goals.

Fabian Wrabetz, director of marketing and communications for Scuderia AlphaTauri, said: “Much like the sport of Formula 1, Neft Vodka believes in the power of extraordinary and remarkable moments.

“Scuderia AlphaTauri is delighted to welcome this ambitious and ultra-premium brand to our growing portfolio of partners during this incredibly exciting and transformational period in the sport. We can’t wait to share this collaboration with the world in the years to come.”

Neft Vodka recently launched in the UK through a deal with spirits supplier Enotria & Coe.