Smirnoff Sponsors Formula One Team in Drive to Make Racing Less Elitist

Forget the yacht, just bring your good spirits

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Smirnoff is getting in the driver’s seat with current No. 5 ranked Formula One team Sahara Force India to do away with the velvet rope around this exclusive form of racing, shunning its traditional elitism in favor of reaching more fans.

The booze brand tapped the New York office of iris Worldwide to launch an online content series, #BEYONDTHEGRID, on Smirnoff’s official YouTube channel, featuring a pair of comedic actors as they follow Sahara Force India from country to country for the rest of the 2014 racing season.

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