Rhythm Liqueur Joins PIR Family

Track one of first sports venues in USA to serve new vodka product

Rhythm Liqueur
Thursday, September 10, 2009

Phoenix International Raceway and Rhythm Liqueur - two brands that are synonymous with high-energy recreation and fun - have joined forces as partners. The smooth citrus blend of Rhythm Liqueur will be available to NASCAR fans at Phoenix International Raceway beginning this November, as PIR and distribution partner Hensley & Co. have welcomed Rhythm to PIR's extensive team of corporate partners.

As a new partner, Rhythm will be available for fans to try during the November 12-15 Checker O’Reilly Auto Parts 500 weekend at Phoenix International Raceway. As part of the weekend’s festivities, Rhythm will unveil a signature drink for race fans at PIR: The "Phoenix Sunrise," joining the likes of Crazy Jack’s Prickly Pear Margarita and Rattlesnake Fritters as signature trackside beverage/food items available exclusively in the desert.

"We are delighted to welcome Rhythm into the PIR family," said PIR President Bryan Sperber. "This is a great product that race fans can enjoy at the track, at home and wherever they go out to have fun."

Boosted with a mix of 23 different citrus flavors and infused with caffeine, ginseng, taurine, guarana, damiana, B6, and B12, Rhythm is true to the roots of Kentucky's bourbon trail yet designed for an all-new, lively generation. Rhythm makes exquisite cocktails and supreme shooters - creating a perfect alignment with the full-throttle atmosphere of Phoenix International Raceway's NASCAR experience. Like the octane-filled thrills of NASCAR racing, Rhythm flows through you and keeps the party going.

"We're thrilled with our decision to continue our expansion to the West Coast with PIR," said Jeff Frieberger, co-founder of Rhythm. "Not only are NASCAR fans number one when it comes to brand loyalty, the sport itself is at the very top when it comes to proven sponsorship results."

More information on Rhythm Liqueur can be found at www.drinkrhythm.com.

The partnership between Phoenix International Raceway and Rhythm was arranged in part by Scottsdale marketing firm AP & Associates, LLC, the agency of record for RJS - Spirits, LLC. The brand's synergy with NASCAR's demographic made a launch at Phoenix International Raceway a reality.

"The opportunity to work with PIR and Hensley presented our client with a powerful solution that enabled our team to rapidly secure both distribution and a large receptive audience at the same time," said Alan "A.P." Powell, Chairman and CEO of AP & Associates, LLC.

Phoenix International Raceway's corporate partners include: Able Body Labor, Bank of America, Bashas' Supermarkets, Checker O'Reilly Auto Parts, Chevrolet, Coca-Cola, DeWALT, Gatorade, Hensley-Anheuser Busch, Lucas Oil, Shamrock Farms, Sprint, SUBWAY, The Home Depot, Tylenol, the VFW Foundation, Amkus, Banner Health, Beaudry RV, Crown Royal, Goodyear Tire & Rubber, the Greater Phoenix Convention & Visitors Bureau, Kawasaki Superstore, Manheim, New Holland North America, Safety-Kleen, ServiceMaster Clean, Southwest Ambulance, the Southwest Valley Chamber of Commerce, Sunoco, and UPS.

Tickets to all events throughout the Checker O’Reilly Auto Parts 500 Presented by Pennzoil weekend at Phoenix International Raceway are available at the newly-designed www.phoenixraceway.com or by calling 1-866-408-RACE (7223).

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