Busch Took Kevin Harvick's #4 Race Car, Cut It Up and Made Beer Cans Out of It

Taking its NASCAR sponsorship up a notch

Want a piece of ultra-exclusive NASCAR memorabilia—that you can also drink beer out of?

Busch has you covered. The AB InBev brand, which is celebrating 40 years of sponsoring NASCAR (it's been along for the ride since the 1979 Daytona 500), is introducing a wacky new limited-edition product—Busch beer cans made from NASCAR driver Kevin Harvick's #4 race car. 

Deutsch New York dreamed up the "Car 2 Can" effort and brought it to life. 

Busch | Car 2 Can

"Busch Beer officials brought the idea to me last year, and I thought it was great way to connect with the fans," NASCAR driver Kevin Harvick said in a statement. "These cans are made up of pieces of my car from the 2018 season, and I'm excited for the cans to be released. Can't wait for the fans to see them." 

They've only made 40 of these cans. You can snag one a few different ways. The first can in the collection will go to the highest bidder at a charity auction on Feb. 11. Then, on Feb. 17, the brand will hold a trivia contest on Twitter and give some cans away as prizes. 

"We wanted to do something for the hardcore fans that had never been done before, and give them a chance to hold the sport they love," said Daniel Blake, senior marketing director at Anheuser-Busch. "This year marks the 40th anniversary of our first Daytona 500, so we created the 40 collector's edition cans to give a piece of the sport back to the fans that have been there every step of the way." 

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Tim Nudd
Tim Nudd is editor in chief of Clio Awards.