Andretti United Extreme E announces new Principal Partnership with FLUÈRE

British-American team Andretti United Extreme E has signed a new Principal Partnership deal with Next Frontier Brands to promote FLUÈRE, a fast-growing, global distilled non-alcoholic spirits brand. This ground-breaking partnership marks the first non-alcoholic spirits brand to sponsor an Extreme E team.

FLUÈRE is a leading category innovator in distilled non-alcoholic spirits and was recently acquired by Next Frontier Brands: an international provider of fast-moving consumer goods dedicated to bringing premier beverage and wellness brands to consumers globally. Originating in the Netherlands, FLUÈRE has four award-winning flavours: Original, Spiced Cane Dark Roast, Raspberry Blend and Smoked Agave.

As part of Andretti United Extreme E’s new partnership with FLUÈRE, the team’s fully-electric SUV – the ODYSSEY 21 – will feature a unique Spiced Cane Dark Roast livery theme to coincide with Extreme E’s inaugural Desert X Prix, which will take place in AlUla in Saudi Arabia (2-4 April).

AUXE Resized
AUXE Resized

Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world. The five-race global voyage highlights the impact of climate change on some of the world’s most fragile ecosystems and promotes the adoption of electric vehicles to help preserve the environment and protect the planet.

Andretti United Extreme E is made up of two powerhouses in global motorsport – Andretti Autosport and United Autosports, who have combined their experience and knowledge to form a brand-new team.  FIA World Rallycross Champion Timmy Hansen from Sweden and Great Britain’s Catie Munnings, a former European Rally Champion, will race for the squad in the inaugural season.

Michael Andretti, Chairman and CEO, Andretti Autosport: “We’re happy to welcome Next Frontier Brands and the FLUÈRE team to the Andretti United Extreme E family. Preparation is fully underway for the inaugural season and each day we get closer to setting sail for the first race. We look forward to toasting to the new future of motorsports with FLUÈRE.”

Zak Brown, Team Owner and Chairman, United Autosports: “I’m delighted to welcome Next Frontier Brands to the Andretti United Extreme E team. I can’t wait to see their FLUÈRE livery on our ODYSSEY 21 SUV, it will really stand out and make an impact on the grid. I hope we can do the company and all our sponsors who are supporting us this year proud at the opening round in Saudi Arabia in a few weeks’ time.”

Richard Dean, Team Owner and Managing Director, United Autosports: “With not long left until the opening race of the season in Saudi Arabia, I am pleased to welcome another fantastic company to the team, as we make our debut in the Extreme E series. A lot of hard work has gone into making sure the team is very well prepared for the opening round and we are pleased to represent Next Frontier Brands and FLUÈRE throughout this inaugural season.”

Jason Roth, Co-Founder, Next Frontier Brands: “FLUÈRE's ongoing commitment to sustainability fits perfectly with the ethos of the Extreme E racing series. Becoming partners with the Andretti United team is a great way to demonstrate our modern eco-friendly values in an exciting new form of motorsport.  The stunning livery on the car is just the first step to FLUÈRE’s presence in progressive partnerships.”

About Next Frontier Brands

Next Frontier Brands is an international fast-moving consumer goods company dedicated to bringing premier beverage and wellness products to consumers globally. It owns 15 beverage and wellness brands which are distributed globally and is actively acquiring new brands. Its beverage brands include products in the distilled alcoholic spirits, distilled non-alcoholic spirits, wine, and coffee categories, and its wellness brands include products in the concentrate, topical and sublingual categories. The company is headquartered in Boulder, Colorado, with additional offices in London, Amsterdam and New Zealand.

For more information, visit

FLUERE Resize Web)
FLUERE Resize Web)