As Paddock Magazine delved into the pulsating world of motorsport, we had the opportunity to speak exclusively with Jeff Mahony, the owner and CEO of NEFT Vodka and a partner of the Visa Cash App RB F1 Team.
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How significant is the impact of the Drive to Survive series on the business side of Formula 1? Is Paddock Club the ultimate venue to elevate your brand? Let’s explore this with Jeff Mahony, one of the humblest and goal-oriented businessmen we’ve ever met.
NEFT’s Foray into Formula 1
NEFT made its mark in Formula 1 in 2024, signing a multi-year deal as the official partner of the VCARB F1 Team. Founded in 2011 by Jeff Mahony, NEFT has redefined the vodka category, offering a premium product made with only the purest ingredients. NEFT Vodka is crafted from mineral-rich mountain spring water, filtered for centuries beneath the Austrian Alps, and ancient rye grains, setting it apart from the rest.
Fantastic experience, fantastic results.
Jeff Mahony
CEO of NEFT Vodka
Meet Jeff Mahony, CEO of NEFT Vodka
“I run global companies. I’m a private equity investor myself, and I’ve taken NEFT not only as my passion but also to create a legacy out of it—not something that we’re going to sell but something that we will retain in the family for hopefully generation after generation.”
“I’m passionate about NEFT because of its ability to change perceptions and create that sipping rocket. Our product is clean. Unlike the stories you hear about other brands diluting with sugar or other additives to cut that bite, resulting in a terrible-tasting vodka, NEFT stands out. We’re setting the bar a lot higher. We want to create a sipping version and establish a legacy—a family-run business for generations to come. Currently, we are in 22 countries, but that’s not enough. We expect to be in 60 countries by the end of 2025, and Formula One is part of that plan.”
The Strategic Choice of Formula 1
“The primary catalyst was the Netflix series Drive to Survive. It expanded F1’s demographic almost entirely to overlap with ours. Formula 1 is arguably the top sport in the world. All major brands that are elevated and luxurious are part of it. Formula 1 is creative and innovative, and it’s all about precision.”
“The environment has always existed, but it didn’t have the demographic we needed. Then came Drive to Survive. The world started to realize that Formula 1 is real, and the people in it are real. They have their conflicts, their love, and their synergy.”
“So, all of a sudden, I’m in the boardroom, and we’re discussing the expense versus the potential achievements. It’s helpful, but it’s only part of the marketing channel. It would help to have engagement, calls to action, and actual purchases. Formula 1 presents opportunities through events to do just that.”
To be as honest as possible, the main thing was the Netflix series.
Jeff Mahony
CEO of NEFT Vodka
Choosing the VCARB F1 Team
“It was a strategic decision. We chose to work with a team that shares our values, energy, and passion. The VCARB F1 Team is not just a business partner; they’re like family. We negotiated with a few other teams but ultimately moved forward with VCARB due to the strong relationships we built quickly. Their professionalism got this deal done almost overnight, whereas other teams were in prolonged negotiations.”
Campaigns and Results
“We’ve created a new platform called Raise It Up. NEFT Vodka and the VCARB team share the belief that the most valuable relationships are built on extraordinary moments. NEFT’s new ‘Raise It Up’ platform, stands for elevating the ordinary, inspiring everyone to be better, while doing more for communities and the world around us. This includes emerging filmmakers worldwide, particularly in emerging countries, allowing them to showcase their passion and gain visibility.”
Sponsorship Negotiations
“We first met in Singapore last year and had a deal by January. They were very smooth and fast. What was supposed to be a five-minute meeting extended into a four-hour discussion. Their professionalism made the deal happen quickly, unlike the protracted negotiations with other teams.”
I’m a firm believer in this idea that first, we build relationships, then we do business.
Jeff Mahony
CEO of NEFT Vodka
Evaluating the Partnership
“It’s been a fantastic experience with fantastic results. Awareness has skyrocketed. The U.S. represents about 40% of the spirits market worldwide, so we need a large footprint there. Relationship building has been incredibly valuable. We’ve established significant relationships in the Paddock Club and around the garage, which we could leverage for our brand.”
Paddock Club and Relationship Building
“I’m a firm believer in the idea that first, we build relationships, then we do business. We don’t engage with people or companies unaligned with us. The Paddock Club represents an opportunity to build meaningful relationships and meet new people. While it’s filled with powerful and influential individuals, the most important thing to me is building relationships that will be meaningful over the long run.”
“You can have relationships with powerful entities that go wrong without an underlying connection. Paddock Club offers a unique opportunity to establish these connections before starting new business ventures.”
In conclusion, Jeff Mahony’s insights reveal that the combination of Formula 1’s global appeal and the Paddock Club’s exclusive environment makes it an unparalleled platform for networking and business growth. NEFT Vodka’s strategic partnership with the VCARB F1 Team underscores the significance of aligning values and leveraging premium platforms to build lasting relationships and drive brand success.
