Cuervo becomes official Tequila of Nascar
Proximo Spirits’ Cuervo brand has signed a deal with Nascar to be the motorsport racing league’s official Tequila.
The multi-year partnership will also see the Cuervo Tequila line serve as Nascar’s official Margarita. Campari Group’s Cabo Wabo previously held the title of Nascar’s official Tequila since the 2023 season.
Cuervo’s partnership will commence at this weekend’s Daytona 500 race on 15 February, which kicks off the 2026 Nascar Cup Series season.
Around the track and at events, Cuervo will bring elevated drinks experiences to racing fans, which will highlight the brand’s Jose Cuervo Especial, Cuervo Tradicional and Devil’s Reserve Tequilas in cocktails such as a Victory Lap Margarita, as well as ready-to-drink Cuervo Sparkling Cocktails and more.
The on-site presence will include Cuervo bars at select tracks and interactive promotional displays, while original digital content will appear on Nascar’s social media channels.
The brand will have exposure at some of the competition’s premier venues, including Daytona International Speedway, Phoenix Raceway, Homestead-Miami Speedway, Talladega Superspeedway and Naval Base Coronado, where it has exclusive category rights for the marketing and promotion of agave-based spirits.
Proximo Spirits noted that Nascar fans are 381% more likely to have tried Cuervo than the general consumer in the last month and are also 40.5% more likely to drink Cuervo, citing the data from Global Web Index 2025 Survey.
The company views Nascar as a ‘unique opportunity’ to tap into the motorsports market where it can be the ‘go-to spirit’ for Nascar celebrations and gatherings not just at the tracks, but also at homes across the US.
Lander Otegui, executive vice-president of marketing and innovation at Proximo Spirits, said: “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.
“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.”
In addition, the partnership will see the two brands collaborate on responsible drinking initiatives and sustainability efforts that align with their corporate goals.
The Cuervo brand reported a 7.3% sales drop in the third quarter (July-September) of 2025. Sales in North America fell by double digits.
The brand’s results for the fourth quarter are expected to be released at the end of this month.
In other recent news, the mayor of Tequila in Jalisco was arrested for alleged extortion, while an immersive experience replicating town in Tequila has been announced for Miami this spring where Cuervo will feature.
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