As Paddock Journal delved into the pulsating world of motorsport, we had the chance to talk completely with Jeff Mahony, the proprietor and CEO of NEFT Vodka and a accomplice of the Visa Money App RB F1 Group.
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How important is the influence of the Drive to Survive sequence on the enterprise facet of Components 1? Is Paddock Membership the final word venue to raise your model? Let’s discover this with Jeff Mahony, one of many humblest and goal-oriented businessmen we’ve ever met.
NEFT’s Foray into Components 1
NEFT made its mark in Components 1 in 2024, signing a multi-year deal because the official accomplice of the VCARB F1 Group. Based in 2011 by Jeff Mahony, NEFT has redefined the vodka class, providing a premium product made with solely the purest substances. NEFT Vodka is crafted from mineral-rich mountain spring water, filtered for hundreds of years beneath the Austrian Alps, and historic rye grains, setting it aside from the remainder.
Improbable expertise, incredible outcomes.
Jeff Mahony
CEO of NEFT Vodka
Meet Jeff Mahony, CEO of NEFT Vodka
“I run international firms. I’m a non-public fairness investor myself, and I’ve taken NEFT not solely as my ardour but additionally to create a legacy out of it—not one thing that we’re going to promote however one thing that we are going to retain within the household for hopefully technology after technology.”
“I’m obsessed with NEFT due to its capability to vary perceptions and create that sipping rocket. Our product is clear. Not like the tales you hear about different manufacturers diluting with sugar or different components to chop that chunk, leading to a terrible-tasting vodka, NEFT stands out. We’re setting the bar loads increased. We wish to create a sipping model and set up a legacy—a family-run enterprise for generations to return. At present, we’re in 22 international locations, however that’s not sufficient. We anticipate to be in 60 international locations by the top of 2025, and Components One is a part of that plan.”
The Strategic Selection of Components 1
“The first catalyst was the Netflix sequence Drive to Survive. It expanded F1’s demographic virtually completely to overlap with ours. Components 1 is arguably the highest sport on the earth. All main manufacturers which might be elevated and splendid are a part of it. Components 1 is inventive and modern, and it’s all about precision.”
“The surroundings has at all times existed, nevertheless it didn’t have the demographic we wanted. Then got here Drive to Survive. The world began to appreciate that Components 1 is actual, and the individuals in it are actual. They’ve their conflicts, their love, and their synergy.”
“So, swiftly, I’m within the boardroom, and we’re discussing the expense versus the potential achievements. It’s useful, nevertheless it’s solely a part of the advertising and marketing channel. It could assist to have engagement, calls to motion, and precise purchases. Components 1 presents alternatives by way of occasions to do exactly that.”
To be as sincere as attainable, the principle factor was the Netflix sequence.
Jeff Mahony
CEO of NEFT Vodka
Selecting the VCARB F1 Group
“It was a strategic determination. We selected to work with a workforce that shares our values, vitality, and fervour. The VCARB F1 Group is not only a enterprise accomplice; they’re like household. We negotiated with a couple of different groups however finally moved ahead with VCARB because of the sturdy relationships we constructed rapidly. Their professionalism bought this deal finished virtually in a single day, whereas different groups have been in extended negotiations.”
Campaigns and Outcomes
“We’ve created a brand new platform referred to as Elevate It Up. NEFT Vodka and the VCARB workforce share the idea that essentially the most useful relationships are constructed on extraordinary moments. NEFT’s new ‘Elevate It Up’ platform, stands for elevating the odd, inspiring everybody to be higher, whereas doing extra for communities and the world round us. This consists of rising filmmakers worldwide, notably in rising international locations, permitting them to showcase their ardour and achieve visibility.”
Sponsorship Negotiations
“We first met in Singapore final 12 months and had a deal by January. They have been very easy and quick. What was imagined to be a five-minute assembly prolonged right into a four-hour dialogue. Their professionalism made the deal occur rapidly, not like the protracted negotiations with different groups.”
I’m a agency believer on this concept that first, we construct relationships, then we do enterprise.
Jeff Mahony
CEO of NEFT Vodka
Evaluating the Partnership
“It’s been a incredible expertise with incredible outcomes. Consciousness has skyrocketed. The U.S. represents about 40% of the spirits market worldwide, so we want a big footprint there. Relationship constructing has been extremely useful. We’ve established important relationships within the Paddock Membership and across the storage, which we might leverage for our model.”
Paddock Membership and Relationship Constructing
“I’m a agency believer in the concept first, we construct relationships, then we do enterprise. We don’t interact with individuals or firms unaligned with us. The Paddock Membership represents a chance to construct significant relationships and meet new individuals. Whereas it’s full of highly effective and influential people, an important factor to me is constructing relationships that will probably be significant over the long term.”
“You may have relationships with highly effective entities that go mistaken with out an underlying connection. Paddock Membership presents a novel alternative to determine these connections earlier than beginning new enterprise ventures.”
In conclusion, Jeff Mahony’s insights reveal that the mix of Components 1’s international attraction and the Paddock Membership’s unique surroundings makes it an unparalleled platform for networking and enterprise progress. NEFT Vodka’s strategic partnership with the VCARB F1 Group underscores the importance of aligning values and leveraging premium platforms to construct lasting relationships and drive model success.
