The NASCAR driver was a proud user of his sponsor’s product, but when it was greater than any other area in North Carolina, it caught their notice.
Dale Earnhardt Jr. drove the Budweiser-sponsored No. 8 vehicle at the height of his fame. However, as the face of a whole sport, he couldn’t consume his sponsor’s goods without causing a public uproar.
So, what exactly did he do? This is exactly what any multi-millionaire would do.
Dale Earnhardt Jr. constructed an antique western town on 300 acres of land in North Carolina. There was a salon, a post office, a church, a bar, and even a fully functional jail in the town.
Dale Earnhardt’s special hangout spot, dubbed “Whiskey River,” was where he hung out with buddies and drank a lot of Bud Heavy. That’s when the jail comes into play, because the raucous pals would end up spending the night there.
“I wanted a spot for me and my pals to chill out,” he told HBO’s Real Sports. I also didn’t want to wreck my home. We’d drink a lot of beer, hang around, have a good time, and stay up late.”
To say there was a lot of beer was an understatement. Dale Earnhardt Jr and his friends consumed so much beer that his ranch received more beer than any other site in North Carolina.
Budweiser, his sponsor, took notice of this…
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Budweiser contacts Dale Earnhardt Jr’s race team
Ty Norris used to work for Dale Earnhardt, Inc. as a vice president.
“I received a call one day from Tim Schuler from Budweiser and Steve Uihlein, and they were like, ‘Hey, what’s going on over at Jr.’s house?'” Norris explained.
“And I said, ‘What do you mean?'” says the narrator.
“Well, the local distributor just said, ‘In the entire state of North Carolina, the most beer I supply to any retailer is in Mooresville at Dale Jr.’s house.’
“Is he selling it?” they inquired.
“And you’re like, ‘No, they’re drinking it,'” says the narrator.
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“‘How the hell is he drinking so much beer?’ he says. We’re delivering case after case after case, and no other business in the vicinity, let alone the region, is consuming as much beer as we are.'”
The issue at the Ranch was addressed by Dale Earnhardt Jr.
Dale Jr stated, “I had a lot of help drinking it.”
