When you think of Formula 1, you think of speed, precision, and global prestige. Now, thanks to NEFT Vodka’s dynamic partnership with the Visa Cash App Racing Bulls team, you can add sustainability and modern luxury to that list. I recently sat down with NEFT Vodka CEO Jeffrey Mahony, who shared the story behind this bold move and how it fits into the brand’s long-term vision.
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Drive to Survive
Mahony explained that the decision to enter Formula 1 came naturally after NEFT’s success in sponsoring IndyCar. However, it was the global popularity of Netflix’s Drive to Survive that changed everything. “It broadened the demographic from mostly 45–65-year-old males to a 25–65 male and female audience,” he said. Recognizing the shift, NEFT approached the Racing Bulls team through a mutual contact. What usually takes a year to negotiate took them only a few months. “We’re both underdogs,” Mahony said. “They were a young team striving for excellence, and we saw a natural alignment with our brand’s journey.”
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Sustainability
A major pillar of that journey is sustainability. NEFT’s commitment to authentic environmental practices sets it apart in an industry where many brands merely pay lip service to green initiatives. Instead of glass bottles, NEFT uses a distinctive tin barrel that is 100% recyclable and one-third the weight of glass, dramatically reducing the carbon footprint. “Most people don’t realize colored glass isn’t actually recyclable—it goes straight into the trash stream,” Mahony explained. “We designed the barrel to be useful, unbreakable, and sustainable because we knew the world would catch up one day.” He added that with new distilleries opening in Hungary and Oregon, NEFT is pushing toward renewable energy sources and a truly lower-impact production model.
Beyond the environmental innovation, NEFT is building an emotional connection with consumers. When asked what he wants people to think of when they hear “NEFT Vodka,” Mahony didn’t hesitate: “Inspiration,” he said. He envisions NEFT as a luxury brand that evokes memories of personal success and growth. “We want to be that elevated choice people reach for when celebrating milestones—something bold, elegant, and meaningful.” With only two ingredients—pure water and rye—NEFT offers a clean, additive-free spirit intended for sipping, not mixing. It’s designed to leave a lasting emotional imprint through taste and experience.
Relationship building
The Formula 1 partnership isn’t just about brand exposure—it’s a strategic network play. Mahony explained that F1 offers NEFT access to both consumers and critical decision-makers in the food and beverage industry. “Formula 1 is one of the few places where you can touch the top and bottom of the market at the same time,” he said. “Distributors, restaurant owners, gatekeepers—they’re all there, and it’s not a pitch meeting. It’s relationship building.” He added that access to Formula 1’s exclusive spaces is a major advantage: “You can’t just buy your way into certain areas. You have to be a real part of the F1 family.”
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Miami Grand Prix
Looking ahead, NEFT has big plans for activations at the Miami Grand Prix, including high-end experiences that blend Formula 1 excitement with Miami’s luxury lifestyle. While details for the Montreal Grand Prix are still being finalized, Mahony made it clear that NEFT intends to continue raising the bar at every turn. “This isn’t a short-term project for us. We’re building a legacy brand, something based on bedrock, not sand.”
If NEFT’s bold moves so far are any indication, their blend of authenticity, innovation, and emotional connection could very well redefine what it means to be a luxury brand in the 21st century.
Feature image credit VCARB / Red Bull Content Pool
