Viansa Winery Reaches Out to Indy Racing Crowd
Below is a MRR and PLR article in category Food Beverage -> subcategory Wine.
Viansa Winery Engages with the Indy Racing Scene
Overview
While horse racing is often called the sport of kings, car racing is gaining popularity among everyday enthusiasts.
Changing Demographics in Racing
Traditionally, events like the Indianapolis 500 were known for beer and hot dogs, but the tastes of the crowd are evolving. A Nielsen Media Research study for the Indianapolis Racing League (IRL) reveals that the typical racing fan is now 39 years old, college-educated, and has a household income of $81,000 or more. This shift suggests a changing landscape for Indy Car series fans.
A Refined Racing Experience
To cater to this diverse and sophisticated audience, the IRL is expanding its offerings beyond traditional fare. Gourmet "kitchens on wheels" are now a fixture at select racetracks, serving upscale cuisine prepared by skilled chefs. These mobile restaurants offer lavish meals to drivers, crew members, team guests, and fans at venues like the Miami-Dade Motor Speedway.
Viansa Winery’s Innovative Approach
Supporting this trend, Sonoma-based Viansa Winery and Marketplace is targeting wine-loving racing fans through its sponsorship of the Vision Racing Team. Members of Viansa's Tuscan Club have the exclusive opportunity to attend races as the winery's guests.
Vision Racing and Star Power
Vision Racing was established when IRL founder Tony George acquired Kelley Racing from Tom Kelley. The team benefits from celebrity involvement, with "Grey's Anatomy" star Patrick Dempsey serving as a co-owner.
By tapping into the interests of modern racing enthusiasts, Viansa Winery is successfully bridging the worlds of fine wine and high-speed motorsports.
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