Top Shelf International becomes Official Partner to Supercars
February 24, 2022

We thrilled to announce that TSI has signed a partnership agreement to become the Official Whisky and Vodka Partner for the Supercars Championship from 2022-24.

The three-year agreement provides Top Shelf International with exclusive rights for the sale of NED Whisky and Grainshaker Vodka in public bars and hospitality suites at Supercars Championship events, along with a range of naming rights, brand promotion, digital, ticketing and activation benefits.

As part of the partnership, NED Whisky receives naming rights to the third round of the championship the NED Whisky Tasmania SuperSprint to be held at Symmons Plains Raceway on 26 and 27 March.

Top Shelf International CEO Drew Fairchild said:

“This partnership will play a key role in TSI’s national sales and distribution strategy. Earlier this week we announced national ranging with Coles Liquor Group to complement the existing NED and Grainshaker distribution with Independent Brands Australia predominantly through its Cellarbrations, IGA Liquor and The Bottle-O network of stores.

“This agreement with Supercars continues TSI’s strategy of partnering with events that place our premium Australian spirits at the centre of consumers’ social occasions.

“Supercars is an ambitious and genuinely national sporting competition and a perfect fit for our brands. The championship is conducted in every state and territory and its extremely strong attendance, free to air and subscription broadcast audience, and digital reach provides a powerful integrated sales and marketing opportunity to further scale NED and Grainshaker and put it before millions of Australian spirits drinkers every year.

“Now more than ever consumers are looking to support Australian brands and Supercars’ passionate fans in regional and metropolitan areas will enable us to continue to build our brands via the delivery of memorable experiences in venues and at home in partnership with our retail partners.

“We’re looking forward to maximising the opportunity to present NED and Grainshaker around Australia over the next three years as we continue to build the distribution and awareness of both brands.”

Supercars General Manager – Commercial, Jamie Black said:

“This new partnership with an Australian-owned brand is great news for fans.

“Through its NED Whisky and Grainshaker Australian Vodka products, Top Shelf International is looking to connect with Supercars fans and we are pleased to have signed a partnership that we can build on over coming years.”

Partnership Key Highlights

·       Exclusive pourage at Supercars rounds

·       Naming rights to Tasmania round – NED Whisky Tasmania SuperSprint

·       Track & bar event signage

·       Broadcast integration

·       Digital (including outdoor), ticketing, hospitality & experiences

Top Shelf International meanwhile has also extended its association with Grove Racing to become an Official Partner of the team. The agreement covers both of the team’s cars in the Supercars championship and includes car branding, driver ambassadorships and a range of other promotional benefits.