NEFT Vodka is quietly rewriting the playbook on how spirits brands leverage motorsports partnerships to build cultural relevance and long-term brand equity. While many spirits brands dabble in motorsports for fleeting exposure, NEFT is turning the thrill, precision, and lifestyle of high-performance racing into a narrative that aligns seamlessly with its values of craftsmanship, innovation, and authenticity.
NEFT Vodka’s first foray into motorsports came when it joined Visa Cash App Racing Bulls Formula One team as Official Team Partner, starting at the 2023 Las Vegas Grand Prix, marking the brand’s step into high-energy, experiential engagement. This ongoing partnership allowed NEFT to embrace trackside activations, racing hospitality, digital storytelling, and fan interactions, providing early insights into how motorsports could amplify brand awareness and resonate with a younger, experience-driven audience.
This year, NEFT Vodka accelerated into the spotlight as the Official Sponsor of the 2025 Formula DRIFT PRO Championship, the U.S.’s premier drifting series that draws millions of fans annually and holds particular sway with Millennials and Gen Z. The sport’s high-speed precision, daring maneuvers, and visually thrilling spectacle resonate with audiences who crave excitement, authenticity, and shareable experiences. To strengthen its presence on and off the track, NEFT added top PRO drivers Matt Field, Adam LZ, and Chris Forsberg to its athlete roster. These drivers, along with the attraction of the sport, are creating new roadways for how the vodka brand is connecting with a younger, culturally engaged audience at every championship round.
That cultural momentum is also being reflected in account growth. NEFT has expanded its presence with Kroger (Ralphs), Total Wine & More, BevMo!, Specs, Innovative Dining Group, and numerous other on-premise accounts. Internationally, the brand is now available in 17 countries, including Austria, the United Kingdom, Japan, Australia, Monaco, Spain, the UAE, Croatia, Serbia, and the United States – proof that a vodka born in the Alps has found resonance across continents.
According to NEFT Vodka’s Global Chief Marketing Officer, Ernie Manansala, the brand’s approach to sponsorships is deliberate. “Our goal isn’t just to be present trackside,” Manansala explained. “We focus on creating cultural relevance and premium positioning through selective partnerships, experiential activations, and storytelling that showcases NEFT’s unique attributes – Austrian provenance, ultra-premium quality, and our signature shatterproof barrel. Every activation, whether at a championship round or in a digital campaign, is an opportunity to reinforce our story and invite trial.”
The Formula DRIFT campaign exemplifies this approach. Fans attending this year will experience NEFT’s bold, dynamic presence firsthand. From immersive trackside activations to exclusive behind-the-scenes access with Team NEFT Vodka, the brand delivers moments that go beyond the traditional logo placement, uniting motorsports enthusiasts and vodka connoisseurs in a shared celebration of high performance.
NEFT’s strategic use of events extends beyond motorsports. The brand recently piloted a collaboration with a major music festival to engage younger consumers, while simultaneously amplifying sustainability messaging through a targeted content series. Digital and influencer engagement also drive awareness, ensuring that NEFT remains top-of-mind with consumers who value authenticity, innovation, and premium quality.
“The ‘drift effect’ isn’t just about movement on a racetrack,” Ernie explained. “It’s a reflection of how culturally resonant experiences can accelerate brand awareness and equity. By embedding NEFT within experiences that matter to our consumers, whether it’s motorsports, music, or sustainability, we turn sponsorships into authentic engagement that translates to growth.”
By fusing premium craftsmanship with high-energy cultural experiences, NEFT Vodka is proving that sponsorships in adrenaline-driven spaces don’t just deliver exposure, they reinforce brand identity, deepen consumer connection, and accelerate momentum in both existing and new markets. For NEFT, the road ahead is as much about storytelling and experience as it is about exceptional vodka.
