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…
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