Justin Ashley Racing is taking advantage of new category opportunities through a marketing partnership with New York City-based RISE Brewing Co, the creators and distributors of RISE Nitro Cold Brew Coffee. Justin Ashley, the 2020 NHRA Rookie of the Year, will display RISE on his Strutmasters.com/Auto Shocker Top Fuel dragster during the 2021 NHRA Camping World Drag Racing Series season, as well as on uniforms, the team’s race trailer and pit area signage.
“Adding RISE to our group of marketing partners is impactful on and off the racetrack,” said Justin Ashley, winner of the 2020 Summernationals. “They brew their coffee with nitrogen and we run on nitromethane so our Nitros might be different but our goals are the same when it comes to providing the best for our customers and fans. I am looking forward to continuing our discussions regarding the inclusion of marketing initiatives involving the NHRA community.”
In addition to the visual impressions on the race car and at the track, Justin Ashley Racing and RISE Nitro Brewing Company are planning to announce consumer events during the race season. Ashley was a strong brand advocate and was instrumental in getting RISE into Menards.
“We love working with athletes, creatives & entrepreneurs who are on the RISE, and Justin Ashley is a great fit for RISE on that front. We believe that what you put in is what you get out, and so we are excited to fuel him, his team, and his fans this racing season with our Organic Nitro Cold Brew Coffee & Organic Oat Milks,” said Melissa Kalimov, COO of RISE Brewing Co.
Since 2014 the RISE Brewing Co. founders have been crafting the perfect cold brew coffee, infused with nitrogen to create their very own nitro cold brew. Their first product, the “Original Black,” won “2017’s Best New Beverage” from the industry’s leading trade association, BevNET, because of its taste and standard. The Nitrogen infusion adds a frothy, refreshingly smooth texture to their coffee and lattes while also acting as a natural preservative. This allows their canned coffee to stay fresh for up to a year without any unnatural additives.
“I can’t wait to introduce a new kind of Nitro to all our NHRA fans. I have been a fan of the RISE Nitro Cold Brew Coffee for a long time. It tastes great and it doesn’t have any of the preservatives that other coffee drinks contain. I am excited to have RISE added to Menards and I would love for our NHRA fans to be sure to purchase once the season starts,” added Ashley.