Traveller Whiskey made a grand entrance into NASCAR this season, and the results have been nothing short of spectacular. The whiskey brand, co-founded by country music star Chris Stapleton and the Sazerac holding company, partnered with JR Motorsports (JRM) for this year’s Daytona 500, backing Justin Allgaier in his No. 40 Chevrolet. What started as a one-race sponsorship has now sparked serious conversations about a prospective long-term commitment to the sport.
A Winning Partnership at Daytona for Traveller Whiskey and JR Motorsports
For Traveller Whiskey, sponsoring a NASCAR team was a bold move, especially considering they only launched operations last year. Their entry into the sport came in partnership with JRM, owned by Dale Earnhardt Jr., one of the most beloved figures in NASCAR history. With their branding on Allgaier’s car, the No. 40 Chevy hit the track at the 2025 Daytona 500, a race known for its high stakes and massive audience.
Allgaier, who was racing in the Cup Series for JRM on their debut, put on a strong performance, finishing in ninth place. But the impact of this partnership went far beyond his result on the track. His merchandise sales skyrocketed, making him the highest-selling driver in the Cup Series this season yet. In fact, JRM recorded its best merchandise sales since 2019, thanks to this collaboration.
The number 40 on Allgaier’s car wasn’t just for show—it was a direct nod to Traveller Whiskey’s Blend No. 40. This small yet meaningful detail resonated with fans, many of whom embraced the brand’s connection to the sport.
Traveller Whiskey Eyes a Bigger NASCAR Presence
Following the overwhelming response from fans, Traveller Whiskey’s leadership is now considering expanding their NASCAR involvement. Their debut at Daytona wasn’t just a marketing success; it was their best promotional event to date. The exposure from one of the biggest races of the year, combined with record-breaking merchandise sales, made it clear that NASCAR fans and the Traveller brand share a deep connection.
Andrew Duncan, global brand director of American whiskey for Sazerac expressed excitement over the results, saying, “We’ve been thrilled by the reception. It’s not only the coverage that we’re pleased with – it’s also the sentiment. … We were seeing stories of people bringing Traveller bottles to the pre-race events to be signed by Justin Allgaier or parts of (JRM’s) merchandise being sold out on the spot that weekend due to the fan excitement.”
For what it's worth… that car was so damn 🔥 I had to buy a shirt from @JRMotorsports merch shop.
Also bought a bottle of Traveller Whiskey… and I don't like straight whiskey.
Perfect branding combo. https://t.co/UubPKXauO4
— Opinions on NASCAR (William Richard) (@nascar_opinion) March 17, 2025
While no official announcements have been made, the brand’s success at Daytona has opened the door for potential future partnerships. Whether it means another race with JRM or collaborations with other teams, Traveller Whiskey seems eager to cement itself as a regular presence in NASCAR.
For now, fans can only speculate on what’s next. But given the massive impact of their first NASCAR venture, it’s safe to say this won’t be the last time we see Traveller Whiskey making waves on the racetrack.