A Mixed Message
It was controversial when announced that NASCAR there would be more alcohol support for NASCAR races. Before the Daytona 500 last week the following was posted on ESPN News:

Busch goods for 21-and-over only
ESPN, February 16, 2005

Young fans of Nextel Cup champion Kurt Busch will be confronted with a new reality if they visit the team's souvenir trailer at the Daytona 500 this weekend.

If they want to purchase a piece of licensed merchandise featuring Busch's
2005 car, they'll have to flash identification proving they are 21 years of age. And if parents are looking to purchase Busch merchandise for their children, that's not going to happen either, as all outerwear will come in adult sizes only.

Busch's young fans could be considered a casualty of the latest alliance in NASCAR, as alcohol sponsorship was expanded to include the hard liquor category this offseason. Jack Daniel's took Dave Blaney's car; Jim Beam scooped up Robby Gordon; and Diageo tabbed Busch to tout its Crown Royal and Smirnoff Ice brands.

See full text of article