We covered this story a few times, but once Tony Stewart re-tweets a story about craft beer in NASCAR, it’s time to push it up again as the national media suddenly realizes Craft Beer has the cabbage to sponsor a NASCAR. Details from Marketwatch:
Not that any of this comes cheaply for a relatively small brand: With the car logo and the broader push into Nascar — Dale’s has other sponsorship arrangements with the Charlotte Speedway — Oskar Blues founder and owner Dale Katechis (the Dale in Dale’s Pale Ale) says the brewery’s commitment is close to six figures. (The brand’s sales in 2012 were $32 million, according to BeerPulse.com. By contrast, Anheuser-Busch InBev, the company behind Budweiser, generated revenues of $39.8 billion that same year.) But Katechis notes that Nascar represents a key demographic to his burgeoning brand: “grassroots, all-American, good ol’ boys,” as he says.
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