Jose Cuervo moves to Sahara Force India

When they made the decision to do without Esteban Gutierrez’s services, the Sauber leaders knew it would have repercussions on their portfolio of sponsors. Consequently, all the companies supporting the Mexican driver have now withdrawn, dividing their support between Sahara Force India and/or Ferrari, the new destination of the Mexican driver.

This therefore puts an end to a collaboration that dated back to 2011, when Sergio Perez made his debut in Hinwil. Juan Domingo Beckmann, the CEO of the family company, stated: « We are very proud to launch this partnership with Sahara Force India and support the Mexican Formula 1 star, Sergio Perez, and Nico Hülkenberg. Everyone at Jose Cuervo believes that 2015 is a year with a lot of potential for the team. It’s very exciting to be part of this journey, especially with the Mexican Grand Prix coming up later in the year. »

The team co-owned by Vijay Mallya will therefore have its eyes firmly set on the Mexican market, as a significant portion of its revenue will come from this market. The proof of the rise of local investors is that the team decided to hold its launch in the Mexican capital, at the Soumaya Museum.

On the other hand, Force India should expect a multiplication of brands from the same sector on the same car. Indeed, Diago, through its brand Smirnoff, has also become a major sponsor of the team, after acquiring the majority of the Indian businessman’s spirits empire. The cars will therefore feature a tequila brand, a vodka brand, and a beer brand (Kingfisher). Let’s sincerely hope for the Silverstone team that the European Union does not come to ban this type of advertising in the near or distant future…

With the participation of www.Racingbusiness.fr