Practice Highlights - December 18, 2019

Dixie Vodka Secures Multi-Year NASCAR Partnership as First “Official Vodka”

Jones Foster Corporate attorney, Kevin T. Lamb, represented Grain & Barrel Spirits brand, Dixie Vodka, in a multi-year sponsorship deal as the first official vodka of NASCAR.

A certified South Carolina product, Dixie Vodka is the largest premium craft vodka produced in the Southeast and is one of the fastest-growing spirit brands in the United States. The NASCAR partnership represents a major branding initiative to expand its market presence by aligning with the iconic sports league and its fervent fan base.

Kevin Lamb helped guide the spirits brand throughout the legal negotiations to secure naming designations, media assets, hospitality and promotional benefits, and access to corporate resources to develop new retail channels and strategic relationships.

The agreement between Dixie Vodka and NASCAR focuses on the core designation as the official vodka of NASCAR, as well as the title sponsorship of the NASCAR Cup Series race at the Homestead-Miami Speedway, with the inaugural Dixie Vodka 400 race on March 22, 2020 coinciding with the Speedway’s 25thAnniversary. Additional terms of the partnership establish Dixie Vodka as the “Official Vodka” of the DAYTONA 500, Daytona International SpeedwayRichmond Raceway, and Homestead-Miami Speedway, as well as the NASCAR Hall of Fame.

Kevin concentrates his practice in the area of Corporate Law, covering the full spectrum of corporate transactions critical to businesses in today’s global marketplace. Kevin has more than 35 years of corporate legal experience across a broad range of industries, including consumer products, technology, media, healthcare, and retail. He handles mergers and acquisitions, corporate transactions and commercial law, domestic and international corporate sponsorships, corporate governance, corporate restructuring and creditors’ rights, venture capital and private equity, real estate transactions, and senior and subordinated debt financings.

Kevin is a frequent author, panelist, and commentator within the legal and business communities. He has contributed to programs and publications including NPR's "Market Watch," CNBC, Inc. Magazine, The National Law Journal, The Venture Capital Review, VentureEdge Magazine, Nikkei Business, Boston Business Journal, Mass High Tech Journal, Patent Café Magazine, South Florida Business Journal, and the Daily Business Review.

About Jones Foster
Jones Foster is a commercial and private client law firm headquartered in West Palm Beach, Florida. Established in 1924, the Firm has served as an integral part of South Florida’s growth and prosperity for nearly a century. Through a relentless pursuit of excellence, Jones Foster delivers original legal solutions that help clients, colleagues, and the community to move forward. The Firm’s attorneys focus their practice in Real Estate, Litigation & Dispute Resolution, Private Client Services, Corporate & Tax, and Land Use & Governmental. For more information, please visit