Beer and watching motor racing go together a lot like beer and watching baseball.
So it makes sense that Texas Motor Speedway will become the state’s first professional sports industry entity and maybe the country’s first sporting venue to own its own beer.
TMS unveiled No Limits Checkered Past craft beer during Wednesday’s media day at Gilley’s Dallas.
The rapidly growing Audacity Brew House in nearby Denton created the No Limits Checkered Past session craft beer that will be sold at all major events at the motorsports facility in Fort Worth as well as through retailers in the Metroplex. No Limits Checkered Past officially will debut during the April 7-9 Duck Commander 500 weekend at Texas Motor Speedway.
The appropriately named No Limits Checkered Past craft beer, reflects the speedway’s “No Limits, Texas” marketing campaign. It is described as a versatile, light-bodied Texas steam beer that provides low bitterness and a character that revolves into a toasty, rustic finish that remains perfect for year-round consumption, according to a news release.
Texas Motor Speedway President Eddie Gossage and Audacity Brew House co-owner Scott Lindsey unveiled the look and taste of No Limits Checkered Past by “opening” an oversized 55-gallon mock can of the newly created beer to celebrate the new product during the media day festivities.
“It’s a beer that we can all enjoy,” Lindsey said. “Everyone from the most experienced craft beer drinker to first-time tasters will appreciate the flavor. Once fans have tasted it, I know they will be coming back for more.”
The beer is carefully crafted with pale barley and lager yeast to provide a light, malt character that is aged for three weeks and cold filtered before being transferred into the signature No Limits Checkered Past can. The 12-ounce can features a diamond-plated look with the iconic No Limits, Texas skull logo adorned at the top with the No Limits Checkered Past logo across a race tire and pistons.
“We could have named any number of brands ‘The official beer of Texas Motor Speedway,’ but we decided to produce our own with the folks at Audacity Brew House,” Gossage said. “We have a certain reputation here in ‘No Limits, Texas,’ and felt we could best develop a craft beer to represent us. We didn’t license some beer brand, we created it. The fans will love it, too.”
Beginning with the upcoming Duck Commander 500, No Limits Checkered Past will be sold throughout Texas Motor Speedway. Following the race weekend, No Limits Checkered Past will be available at various local retailers.
No Limits Checkered Past will become the 12th beer on Audacity Brew House’s lineup of popular craft beers. Audacity Brew House, which began operation nearly a year and a half ago, has exploded onto the popular craft beer scene after becoming Denton’s first brewery when it opened in 2014.
The company, which brews its popular beers out of a 5,000-square foot warehouse with adjacent taproom, will expand their brand to also include an 8,000-square foot venue later this year called Audacity Brew House at Travelstead. The new facility, located near the historic downtown Denton Square, will include a restaurant and outdoor entertainment area. The increased space will allow brew master and co-owner Doug Smith to brew up to 10,000 barrels annually.
www.audacitybrewhouse.com.