The excitement was at an all-time high. When the 2025 Cup Series season began at Daytona International Speedway, fans flocked towards the historic track to witness JR Motorsports making its debut at the highest level. The team, in collaboration with country music star Chris Stapleton-owned Traveller Whiskey, gave Justin Allgaier a unique opportunity to take part in ‘The Great American Race’. As expected, the crown jewel event surpassed expectations, especially when it came to merchandise sales, brand visibility, and fan engagement.
After a successful partnership, it seems like Traveller Whiskey is exploring more avenues to remain involved in the NASCAR world. Traveller is created in a tie-up with the Kentucky-based Buffalo Trace Distillery, which is owned by the Sazerac holding company. Needless to say, this All-American prospect is an exciting one for fans, many of whom are eager to see the company collaborate with JR Motorsports again.
Dale Earnhardt Jr. couldn’t have hoped for a better outcome
It wasn’t just a flashy sponsorship deal that Earnhardt Jr. struck with the whiskey brand, which derives its name from Stapleton’s hit 2015 album ‘Traveller’. With all eyes on the reigning Xfinity Series champion at Daytona International Speedway, Justin Allgaier rose to the challenge by finishing in a respectable ninth place. The No. 40 Chevy had the Traveller Whiskey logo neatly plastered on the vehicle, and the car’s number mirrored the brand’s blend No. 40 flagship whiskey. To say that the collaboration was a success would be an understatement, as Allgaier’s merchandise sold like hot cakes, surpassing traditional favorites like Chase Elliott and Kyle Larson.
Without disclosing the actual figures, Andrew Duncan, the global brand director of American whiskey for Sazerac revealed how the ROI from the NASCAR deal surpassed the company’s expectations. He said, “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.”
According to Dale Earnhardt Jr’s team JR Motorsports, the merchandise sales around the Traveller Program were so successful that Justin Allgaier remains the No. 1 Cup Series driver on NASCAR’s official website, even though the Daytona 500 was the only race he competed in. But wait, there’s more! Traveller’s diecast model cars, made in collaboration with the sport’s official licensee Lionel Racing are projected to be in the top five this year.
Traveller Whiskey: “I think we’re looking at options (on doing more sponsorships in NASCAR). We’ve seen enough positive fan response from NASCAR to tell us that the NASCAR fan likes what Traveller Whiskey stands for and what we brought to the Daytona 500.” https://t.co/atDg9Mewdj
— Adam Stern (@A_S12) March 17, 2025
To add the cherry on top, Chris Stapleton, worth an estimated $25 million has added star power to the collaboration. His partnership with Buffalo Trace Distillery has not only improved the brand’s image but has also penetrated the NASCAR market. Revealing his impact, Andrew Duncan said, “We’ve seen enough positive fan response from NASCAR to tell us that the NASCAR fan likes what Traveller Whiskey stands for.” There is proven truth in his words, and NASCAR fans aren’t shying away from expressing their support for the homegrown brand.
Fans want to see JR Motorsports collaborate with Traveller Whiskey again
Despite retiring from full-time racing in 2017, Dale Earnhardt Jr. remains a fan favorite in the eyes of NASCAR fans. Even though the veteran racer wasn’t behind the wheel of the No. 40 Chevy when JR Motorsports made its debut, fans supported Allgaier because of the 50-year-old. Acknowledging the reigning Xfinity Series driver’s performance, a Reddit user couldn’t help but write, “Not surprised, considering that Justin Allgaier gave the 40 a great run at Daytona and Dale Jr’s continued popularity.”
Another fan couldn’t help but praise the merchandise being sold as part of the partnership, saying, “Honestly the travelers whiskey cream colored hats are probably the best hats I’ve ever seen a team put out. Pure class man.” The sentiment was echoed by other fans as well, with one motorsports enthusiast criticizing what’s already available in the market by saying, “The shirt is also awesome looking where 98% of NASCAR merchandise looks like a toddler designed it.”
Justin Allgaier’s No. 40 Chevy was indeed a sight to behold at the Daytona 500. The vehicle featured a cream base color with orange outlines along with dark brown and black font, written in cursive, just like the exquisite whiskey bottle designed by Chris Stapleton. While companies like FedEx are leaving NASCAR, a fan felt that Traveller Whiskey would benefit from a long-term collaboration because of their style, saying, “NASCAR may be a bad investment for the giant corps but it seems like an amazing investment for lesser-known companies. Especially those with incredible paint schemes.”
Another fan hoped that Dale Earnhardt Jr’s team and the whiskey brand would collaborate for another crown jewel event this year, going by how successful the merchandise sales were. Making a confident claim about Allgaier, the Reddit user said, “he’s 100% get a ride for the 600 with stats like this.” Could we see the No. 40 Chevy back in action at the Coca-Cola 600 this season? While there are no reports to suggest there is any merit to such claims, time will tell if another partnership is in the works. The gears are certainly turning…
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