April 25, 2022
Bud Light NEXT To Serve as Entitlement Partner for Drift Atlanta
Bud Light NEXT, through a partnership with local distributor Leon Farmer & Company, will serve as the presenting sponsor of Drift Atlanta presented by Bud Light NEXT at Michelin Raceway Road Atlanta.
Drift Atlanta presented by Bud Light NEXT is May 6-7 and is Round Two of the 2022 Formula DRIFT schedule. Leon Farmer & Company is the north Georgia wholesale distributor of Anheuser-Busch products, with a distribution list of over 600 beverage brands, and has been a long-standing partner of Michelin Raceway Road Atlanta. Its newest premier product, Bud Light NEXT, has acquired naming rights for one of Michelin Raceway Road Atlanta’s largest spectator events.
Drift Atlanta presented by Bud Light NEXT is in its 19th year at Michelin Raceway Road Atlanta – the first event in 2004 was the inaugural event in the Formula DRIFT series. Since then, Formula DRIFT has grown into an internationally recognized series. Drift Atlanta presented by Bud Light NEXT has also expanded and continues to be one of Formula DRIFT's largest and most successful annual events.
Bud Light NEXT was launched in early 2022 as the first-ever zero carb beer from the Bud Light brand family. Brewed with zero carbs, 80 calories, and a crisp, refreshing taste, Bud Light NEXT is a symbol of Bud Light’s continued commitment to innovation to satisfy the evolving tastes of today’s consumer.
“Leon Farmer & Company is excited to introduce the first-ever zero-carb beer from Anheuser-Busch to the 21+ fans at Drift Atlanta this year,” said Kathleen Adams, marketing manager for the Bud Light NEXT distributor. “Michelin Raceway is an incredible venue and we look forward to what’s next at the track for our partnership.”
The multi-year agreement between Leon Farmer & Company and Michelin Raceway features branding throughout the facility, advertising activation, on-site sales, and more, maximizing the visibility of the Bud Light NEXT brand.
“Leon Farmer’s partnership with Michelin Raceway Road Atlanta over the years has been a major contributor to our mutual success, so we’re looking forward to promoting a new Anheuser-Busch brand at our facility,” said Rick Humphrey, president and general manager of Michelin Raceway. “This event is an incredible opportunity to expose our ever-growing fan base to Bud Light’s newest product, as the Drift Atlanta crowd has proven to be extremely brand loyal.”
The two-day Drift Atlanta presented by Bud Light NEXT also features competition from Global Time Attack and GT Celebration.