Attention racing fans: Merlot or Pinot Noir?

[Robin Garr]

I know it wasn't intended to be funny, but this straight-faced press release made me chuckle ...

<B>Wine Sales Up 22% Among NASCAR Fans</B>
8 February 2007
11:10 AM
PR Newswire (U.S.)

NEW YORK, Feb. 8, 2007 -- ACNielsen and Nielsen Sports, both business units of The Nielsen Company, today released a study showing that wine consumption among NASCAR fans is up 22% from last year, far outpacing the U.S. growth in wine. In 2006, retail wine sales in the U.S. (total grocery, drug, and selected liquor markets only) reached a new record of $8.4 billion, up 7% from 2005.

Nielsen FANLinks, a service that tracks household consumption among U.S. sports fans, indicates that wine purchases have increased to $81.40 per year, an average dollar increase of about $14.60 per household. Results also indicate that this increase in wine spending is slightly stronger among avid fans, with their purchases increasing by 26.4%. While imported wine sales are growing among NASCAR fans, domestic wine still represents a majority of their sales, nearly 70%. With about 75 million NASCAR fans in the U.S., this could become the next big advertising opportunity for the wine industry.<center><b>

Average NASCAR Fan -
Household Wine Purchases ($)

2005 2006
------ ------
$66.80 $81.40

Source: Nielsen Homescan and FANLinks

</b></center>"These findings emphasize tremendous opportunities for advertisers interested in sports fan consumers. Wine brands that can align their brand to these consumers are positioned to reap the benefits of fan loyalty for years to come," said Ann Marie Dumais, VP of Marketing, Nielsen Ventures.

While NASCAR fans' growing penchant for wine may sound surprising, team owners and racecar drivers are not surprised at all. NASCAR team owner, Richard Childress, has ventured into the wine business, as has driver, Jeff Gordon. In 2005, Gordon announced a series of upscale wines under a self- titled label, the Jeff Gordon Collection.

Furthermore, in 2005, Texas Motor Speedway pioneered an effort to accommodate the increasing number of NASCAR fans who prefer drinking wine. The racetrack became the first sports venue in Texas to allow fans to purchase wine in the grandstand during races.

I can see it now. Instead of cars sporting Viagra, UPS, or Home Depot we may see Gallo, Yellow Tail, or Kendall Jackson! Hey, the winner has always had sparkling wine (at least to spray around).

Of Course Pinot Noir. But we Dale Jr wine fans prefer full throttle red Zins! All kidding aside as a person who goes to a number of racing events each year the amount of wine visible has seriously increased. The sport has definitely evolved a bit although the amount of BUD sold still rules!

Anthony Ianni

[James Roscoe]

Anthony, welcome to the forum. Isn't Lincoln U. in Philly? Welcome!

that wine purchases have increased to $81.40 per year

Depending on what they are buying, this could either be two bottles per year, or 40 bottles of Two Buck Chuck.


Welcome, Anthony. I used to attend various cultural events at Lincoln way way (way!) back in my U of Delaware days.

I suspect the definition of NASCAR fans continues to include more white collar professionals as much as blue collar rednecks are sampling wine.

Just my Opinion

Here's a list of NASCAR wine folks put together by the SF Chronicle:

Tires and vines

Auto racing isn't just for good ol' boys anymore, as evidenced by the growing popularity of NASCAR racing with fans from all walks of life. Wine, too, has begun to mix with the whine of engines, as several racers and car owners have become vintners. Among them:

Mario Andretti, Andretti Winery, Napa: Andretti, one of the world's most famous and beloved drivers/race-team owners, tasted multiple victories in Indy cars and stock cars, and won the Formula One world championship in 1978. He officially retired in 1994, but continued to race in the 24 Hours of Le Mans for several more years. Andretti was introduced to Napa Valley wine by the Louis Martini family, and he founded his own winery in 1996. The Andretti brand runs strong, producing reliable Chardonnay, Merlot, Cabernet Sauvignon and Zinfandel.

Frank Arciero Sr., Arciero Family Vineyards/EOS Estate Winery, Paso Robles: Arciero purchased property for Arciero Family Vineyards in Paso Robles in 1983. Prior to that, he formed his first auto-racing team in 1957, and his crews have included some of the best drivers in Indy car racing history, among them Al Unser, Bobby Unser, Parnelli Jones, Dan Gurney, Michael Andretti and Kevin Cogan. Not content just to race cars, the family is building the Arciero Motorplex track in Yuba City. EOS represents the excellent quality of wines made in Paso Robles.

Kevin Buckler, Adobe Road Winery, Petaluma: Buckler and his wife, Debra, own the Racer's Group, a team with victories at the Rolex 24 at Daytona and the 24 Hours of Le Mans. His career as a car owner and driver came together in the 2002 season, when his team won the GT class at the Rolex 24 at Daytona, Fla., and GT title at Le Mans. He capped the season by winning the Porsche Cup, awarded to the most successful independent Porsche driver in the world. Adobe Road wines often score high with The Chronicle tasting panel.

Richard Childress, Childress Vineyards, North Carolina: Childress is the first car owner to claim championships in NASCAR's top series, formerly the Winston Cup and now the Nextel Cup (with Dale Earnhardt in 1986, '87, '90, '91, '93 and '94), the Busch Grand National (Kevin Harvick in 2001) and Truck Series (Mike Skinner in 1995), winning more than 100 races. He is also the proprietor of Childress Vineyards, in North Carolina's Yadkin Valley American Viticultural Area (AVA) near Lexington, where he produces 28,000 cases of wines ranging in price from $15 and $60.

Jeff Gordon, Jeff Gordon Collection, Calistoga: Gordon, a Vallejo native who now resides in Boca Raton, Fla., is a four-time NASCAR Cup Series champion and the winner of Sunday's Dodge/Save Mart 350 Nextel Cup Series at Infineon Raceway in Sonoma -- his fifth victory on that road course. The driver has his own wine brand, the Jeff Gordon Collection, launched a year ago with a 2004 Carneros Chardonnay ($50) made by Joe Briggs of August Briggs Winery in Calistoga.

Randy Lewis, Lewis Cellars, Napa: Lewis was a professional race-car driver for 23 years, competing first in Formula Three races in Europe, then Formula 5000, CanAm and finally Indy cars, from 1983 to 1991. He raced in five Indianapolis 500s, with a best finish of 13th place. His wife, Debbie, led the timing and scoring programs for the Lewis Racing Team. Lewis Cellars is one of the highest-regarded wineries in California; its Syrah is a particular favorite of The Chronicle tasting panel.

Lisa and Randy Lynch, Bennett Lane Winery, Calistoga: Bennett Lane is the only winery to own a NASCAR team, although Ravenswood Winery partially sponsors a Busch Series car (see next item). Lisa and Randy Lynch (he's a former racer and longtime motor sports fan) operate Lynch Racing and their driver, Mike David, has the Bennett Lane Ford in first place in the NASCAR West Series points standings, despite a 29th-place finish Saturday in the AutoZone Grand National West Blue Lizard Suncream 200. Bennett Lane Winery's Napa Valley Cabernet Sauvignon and Maximus Napa Valley red blend are both winners.

Ravenswood Winery, Sonoma: This pioneering Zinfandel producer, celebrating its 30th year, is the primary sponsor of the No. 27 Brewco Motorsports Ford for three races on the 2006 NASCAR Busch Series circuit. Although the Busch Series didn't run at Infineon Raceway last weekend, Ravenswood was the sponsor of NASCAR's Nextel Cup Pole Day in Sonoma on Friday and gave fans samples of its Zinfandel and Chardonnay at the Ravenswood Racing trailer overlooking turns 7 and 8.

Link to the June, 2006 article.

Rookie drivers would be sponsored by Yellowtail since they have the yellow warning stripe across the rear end of their cars...