Liquid Death Becomes Official Partner of NASCAR Chicago Street Race

Liquid Death, the healthy beverage platform and one of the fastest growing non-alcoholic brands, is now an Official Partner of the NASCAR Chicago Street Race. Liquid Death will now be the Official Iced Tea, Water and Flavored Sparkling Water of the Chicago Street Race. The brand will have an active presence over the Chicago Street Race Weekend with an interactive display featuring the “Thirst Hearse” and samples of select products available to race fans.

To kick off the partnership, the NASCAR Chicago Street Race and Liquid Death will host a special viewing party at Chicago’s Emporium Arcade Bar in Logan Square on Sunday, May 19. Fans are invited to watch the NASCAR All-Star Race, test their skills on the Chicago Street Race simulators, take a few laps on Mario Kart, sample feature Liquid Death cocktails, participate in contests and ticket giveaways, and take photos with the Chicago Street Race trophy and official promotional pace car.

“The NASCAR Chicago Street Race Weekend is designed to be one of the most fun experiences on the summer calendar, so we are elated to partner with such an energetic and dynamic brand like Liquid Death,” said Julie Giese, Chicago Street Race President. “Liquid Death has quickly become a staple of NASCAR tracks around the country, and we’re proud to welcome them here to Chicago this summer.”

Earlier this year, Liquid Death joined the sport on a multi-year agreement as the Official Iced Tea of NASCAR. Fans now see Liquid Death iced teas at select NASCAR-owned racetracks, including social and digital content, on-site experiences, activations, and more.

“We’re thrilled to bring our infinitely recyclable, ice-cold cans of iced tea, water, and flavored sparkling water to the NASCAR Chicago Street Race,” said Ryan Heuser, Liquid Death’s senior vice president of experiential marketing. “This racing and live music event is the perfect home for Liquid Death’s healthy non-alcoholic beverages, and we’re looking forward to murdering thirst for NASCAR fans in Chicago this weekend.”

Liquid Death was the fastest-growing water brand in retail in 2023 and the #1 new iced tea brand launched in 2023, according to SPINS. Shortly after the iced tea line’s launch, Liquid Death now holds the #1 best seller position in the RTD tea beverage category on Amazon as defined by total retail sales. Its flavor line is the top dollar contributor in the convenience channel to the flavored sparkling category despite being in the market for less than two years.

Liquid Death’s line of low calorie, low sugar iced teas contain B vitamins and a microdose of caffeine, and the event will carry the Dead Billionaire, Rest in Peach and Green Guillotine flavors. Its flavored sparkling waters, which are lightly sweetened with agave and can be a healthy alternative to soda, will be available in Severed Lime and Cherry Obituary. The race will also carry its still and sparkling mountain water, which comes from a deep underground mountain source protected by a few hundred feet of stone and contains naturally occurring minerals.

Liquid Death uses comedy and entertainment to promote both sustainability and healthy products. Liquid Death’s social following captures more than 8 million followers across TikTok and Instagram, making it the third most followed beverage brand globally. A portion of proceeds goes to nonprofits as part of their partnership with 5Gyres and the Thirst Project.

NASCAR PR