When it comes to making the most of opportunities, JCM Racing team owner Joe Maynard has learned to be efficient.
Maynard revealed he has acquired an ownership stake in Michael Waltrip Brewing Co., ensuring Michael Waltrip Brewing Co.’s presence expands on JCM Racing’s Top Fuel dragsters driven by NHRA star Tony Schumacher and upcoming talent Ida Zetterström.
The branding will first appear at the NHRA’s Thunder Valley Nationals in June. Schumacher’s dragster will sport a co-branded livery featuring Leatherwood Distillery and Michael Waltrip Brewing Co. The collaboration aims to leverage the race team as a marketing platform to generate interest in both brands.
“I thrive on forging strategic alliances that elevate brands in ways that will create something greater than any one brand can achieve on its own. This is an opportunity for us to bring the race team, the brewery, and Leatherwood Distillery all together,” remarked Maynard. “We want to utilize the JCM Racing team as a marketing vehicle to drive interest in both brands.”
In anticipation of the NHRA Four-Wide Nationals, Schumacher, Zetterström, and Waltrip will make a special appearance at the Michael Waltrip Brewing Co. taproom in Concord, North Carolina. The gathering, scheduled for Thursday, April 25, aims to promote the new partnership and showcase the offerings from Michael Waltrip Brewing Co. and Leatherwood Distillery.
“JCM Racing is honored to be in business with Michael Waltrip. He’s a well-respected NASCAR legend, and he’s taken all of his years of experience in chemistry and engineering to create a masterful brewing experience that everyone needs to try,” Maynard said. “More Michael Waltrip Brewing Co. taprooms will be opening in the future, and franchise opportunities are available. We serve Michael Waltrip Brewing Co. and Leatherwood Distillery products in our three-story restaurant concept, Shelby’s Trio, in our hometown of Clarksville (Tennessee) as well.
“I think NHRA fans will enjoy these quality brews and spirits as much as we do. Similarly, we anticipate creating new drag racing fans through JCM Racing’s alliances.”
