Liquor Gains Access to NASCAR

Head for the hills, the liquor guys are coming after beer's most important demographic. In yet another encroachment on beer's formerly exclusive domain, popular NASCAR announced yesterday it would allow spirits companies to sponsor cars. Almost simultaneously, Diageo announced that it would participate in a sponsorship in NASCAR with its Crown Royal brand "to continue to educate consumers about the importance of responsible drinking," the company said in a statement. Smirnoff Ice had already been a sponsor. Reaching the popular