As Paddock Journal delved into the pulsating world of motorsport, we had the chance to talk solely with Jeff Mahony, the proprietor and CEO of NEFT Vodka and a associate of the Visa Money App RB F1 Workforce.
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How vital is the impression of the Drive to Survive collection on the enterprise aspect of System 1? Is Paddock Membership the last 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 System 1
NEFT made its mark in System 1 in 2024, signing a multi-year deal because the official associate of the VCARB F1 Workforce. Based in 2011 by Jeff Mahony, NEFT has redefined the vodka class, providing a premium product made with solely the purest components. 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 other than the remaining.
Incredible expertise, unbelievable 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 in addition to create a legacy out of it—not one thing that we’re going to promote however one thing that we’ll retain within the household for hopefully technology after technology.”
“I’m obsessed with NEFT due to its potential to vary perceptions and create that sipping rocket. Our product is clear. In contrast to the tales you hear about different manufacturers diluting with sugar or different components to chop that chew, leading to a terrible-tasting vodka, NEFT stands out. We’re setting the bar loads larger. We wish to create a sipping model and set up a legacy—a family-run enterprise for generations to return. At the moment, we’re in 22 international locations, however that’s not sufficient. We count on to be in 60 international locations by the top of 2025, and System One is a part of that plan.”
The Strategic Alternative of System 1
“The first catalyst was the Netflix collection Drive to Survive. It expanded F1’s demographic virtually fully to overlap with ours. System 1 is arguably the highest sport on this planet. All main manufacturers which can be elevated and opulent are a part of it. System 1 is artistic and modern, and it’s all about precision.”
“The setting has all the time existed, but it surely didn’t have the demographic we wanted. Then got here Drive to Survive. The world began to understand that System 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, but it surely’s solely a part of the advertising and marketing channel. It might assist to have engagement, calls to motion, and precise purchases. System 1 presents alternatives by occasions to do exactly that.”
To be as trustworthy as potential, the principle factor was the Netflix collection.
Jeff Mahony
CEO of NEFT Vodka
Selecting the VCARB F1 Workforce
“It was a strategic choice. We selected to work with a crew that shares our values, vitality, and keenness. The VCARB F1 Workforce isn’t just a enterprise associate; they’re like household. We negotiated with just a few different groups however finally moved ahead with VCARB as a result of sturdy relationships we constructed rapidly. Their professionalism received this deal finished virtually in a single day, whereas different groups had been in extended negotiations.”
Campaigns and Outcomes
“We’ve created a brand new platform referred to as Increase It Up. NEFT Vodka and the VCARB crew share the idea that essentially the most beneficial relationships are constructed on extraordinary moments. NEFT’s new ‘Increase It Up’ platform, stands for elevating the peculiar, inspiring everybody to be higher, whereas doing extra for communities and the world round us. This contains rising filmmakers worldwide, significantly in rising international locations, permitting them to showcase their ardour and achieve visibility.”
Sponsorship Negotiations
“We first met in Singapore final yr and had a deal by January. They had been very easy and quick. What was presupposed 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 unbelievable expertise with unbelievable outcomes. Consciousness has skyrocketed. The U.S. represents about 40% of the spirits market worldwide, so we’d like a big footprint there. Relationship constructing has been extremely beneficial. We’ve established vital 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 that first, we construct relationships, then we do enterprise. We don’t have interaction with individuals or firms unaligned with us. The Paddock Membership represents a possibility to construct significant relationships and meet new individuals. Whereas it’s stuffed with highly effective and influential people, crucial factor to me is constructing relationships that can be significant over the long term.”
“You’ll be able to have relationships with highly effective entities that go mistaken with out an underlying connection. Paddock Membership gives a singular alternative to ascertain these connections earlier than beginning new enterprise ventures.”
In conclusion, Jeff Mahony’s insights reveal that the mixture of System 1’s international attraction and the Paddock Membership’s unique setting makes it an unparalleled platform for networking and enterprise progress. NEFT Vodka’s strategic partnership with the VCARB F1 Workforce underscores the importance of aligning values and leveraging premium platforms to construct lasting relationships and drive model success.
