Formula 1 Icon Guenther Steiner Joins Buffalo Trace Bourbon as Brand Ambassador
Highly awarded whiskey and motorsport legend partner to encourage fans around the world to embrace what it means to be Perfectly Untamed
London (3 July 2024) -- Buffalo Trace Bourbon, the flagship whiskey from the World’s Most Award-winning Distillery, is pleased to announce a new partnership with legendary Formula 1 (F1) team principal, Guenther Steiner. Guenther has spent more than 20 years in F1, working for the Jaguar, Red Bull and, most recently, Haas teams. During his nine-year stint as team principal of Haas, Guenther became famous for his lively and unfiltered persona on the Netflix series Formula 1: Drive to Survive.
To celebrate the partnership in advance of this weekend’s motorsport festivities at Silverstone, Guenther will host a special event this evening at Buffalo Trace’s recently opened Buffalo Trace Distillery London, the whiskey’s first brand home outside of the USA. During the experience moderated by tenured F1 journalist, podcaster and managing director of Diagonal Communications, Matt Bishop, guests will enjoy Guenther’s unique insight into the world of F1 as well as Buffalo Trace Bourbon and more from Buffalo Trace Distillery’s premium whiskey portfolio.
Guenther Steiner said:
“I am proud to become an ambassador for Buffalo Trace Distillery. Not only is their whiskey excellent, but I also love their team-centric approach, rich heritage, and determination to push the boundaries – all of which are similarly important in the world of Formula 1. Similar to Buffalo Trace in the world of whiskey, finding the sweet spot via innovative experimentation has been my life’s passion in the world of motorsport. I am looking forward to sharing my F1 experiences with the Buffalo Trace team as well as learning a hell of a lot from them.”
Bryan Rakowski (Vice President of Brand, Buffalo Trace Distillery) added:
“Guenther is an iconic figure in Formula 1 and we’re proud to welcome him to the Buffalo Trace team. Bold, commanding and unafraid to go his own way, Guenther matches our Perfectly Untamed brand ethos. For over 200 years our distillery has been making whiskey with a commitment to both preserving the rich history and rugged authenticity of the art of whiskey making; we call that Honoring Tradition and Embracing Change. Guenther reflects this standard well – he’s one of the most authentic figures in the world of sport and, by wearing his heart on his sleeve he has transcended F1 and has taken it to new audiences around the world.”
The 360-degree partnership will come to life across various touchpoints including broadcast and news media, custom social and digital content, in-store branding and pouring experiences. Additionally, by following along on Instagram at @buffalotracedistillery @buffalotracedistillery_uk fans of both Guenther and Buffalo Trace will have the opportunity to secure exclusive access to tasting events, motorsport experiences, meet and greets, and more.
To learn more about Buffalo Trace Distillery, visit www.buffalotracedistillery.com or follow along on Instagram via @buffalotracedistillery. Buffalo Trace Distillery London is now open at 32-33 Long Acre in Covent Garden, and prebooked reservations can be arranged via BuffaloTraceDistillery.co.uk.
About Buffalo Trace Distillery
Buffalo Trace Distillery is an American family-owned company based in Frankfort, Franklin County, Kentucky. The Distillery’s rich tradition dates back to 1775 and includes such legends as EH Taylor, Jr, George T Stagg, Albert B Blanton, Orville Schupp, and Elmer T Lee. Buffalo Trace Distillery is a fully operational Distillery producing bourbon, rye, and vodka on site and is a National Historic Landmark as well as being listed on the National Register of Historic Places. The Distillery has won 35 distillery titles since 2000 from such notable publications as Whisky Magazine, Whisky Advocate Magazine and Wine Enthusiast Magazine. Its George T Stagg was named World Whiskey of the Year for 2022 and its Thomas H Handy Sazerac Rye was named Second Finest Whiskey in the World for 2022. Buffalo Trace Distillery has also garnered more than 1000 awards for its wide range of premium whiskeys. To learn more about Buffalo Trace Distillery visit www.buffalotracedistillery.com or follow on Instagram via @buffalotracedistillery.
For more information, please contact:
Victoria Zabel-Wirdak, Global Communications Director, Sazerac: vzabelwirdak@sazerac.com
Matt Bishop, Managing Director, Diagonal Comms: matt.bishop@diagonalcomms.com
Joe Downes, Business Director, Diagonal Comms: joe.downes@diagonalcomms.com