Catchfence

WEED, KY, April 1, 2009–-Jeremiah Weed Southern Style Sweet Tea today announced its entry into stock car racing with an offer to sponsor the air in the tires of the major racing teams.

Jeremiah Weed Southern Style Sweet Tea Global Brand Director, Guy L. Smith, said, “We believe that this takes sponsorship to a new level in a sport that is comfortable with many sponsors. We have already begun discussions with a major racing team.”

Smith said the air for the race tires would come exclusively from the mountain hollows near Weed, Kentucky and be transported to racetracks in traditional compressed air containers.

“From a marketing standpoint we believe this novel approach to introducing Jeremiah Weed Southern Style Sweet Tea to racing enthusiasts will become very popular,” Smith noted. Jeremiah Weed Southern Style Sweet Tea was recently introduced nationally by Diageo, the world’s largest premium drinks business. It is available throughout the United States in 50ml, 200ml, 375ml, 750 ml 1 L and 1.75 L packaging.

“We expect to reach out to other beverage company sponsors of stock car racing to find a way to cooperate with them. We believe that Jeremiah Weed Southern Style Sweet Tea will be a unique and powerful component of the racing programs of Budweiser, Jack Daniels, Coors, Miller Lite and Jim Beam and we look forward to discussions with representatives of these fine products and their racing teams,” Smith said.

Remarking on the marketing approach of sponsoring air in racecar tires, Richard Frisch, Managing Partner of Forum Strategies, a New York-based strategic marketing and public affairs firm said, “This is a unique approach that plays nicely in the consumer-marketing space. And being the first of its kind will take creative sponsorships to a new level.”

Jeremiah Weed Southern Style Sweet Tea is a sweet tea flavored vodka drink that is 70 proof. Served over ice, or mixed with lemonade it is one of the latest product innovations from Diageo. Earlier Diageo reignited interest in its 100 proof Jeremiah Weed Bourbon Liqueur by introducing the character “Jeremiah Weed” via YouTube, Facebook and other social network media.

- Forum Media Press Release