About us

Built on a lifetime at the track

WinCupZone is made by racing fans, for racing fans. Here’s the story behind the cans.

Meet Will Spencer

He has always loved going fast

For Will Spencer, racing has never been just a sport. It has been part of his life for as long as he can remember.

Long before he built a career in the motorsports industry, Will was a kid on a Honda Mini-Trail Z50 discovering the thrill of going fast. That early fascination grew into a lifelong connection to racing, from dirt bikes to NASCAR and everything in between.

His first NASCAR race came in 1971 at North Carolina Motor Speedway in Rockingham. From between Turns 1 and 2, he watched Richard Petty and Cale Yarborough go at it for the win, and the experience left an impression that never went away.

"Watching them race was exhilarating and I fell in love with the sport."

Will Spencer, founder

Race history

From the infield to the cooler

1971

Rockingham, N.C.

The first race

At North Carolina Motor Speedway, Will watches Richard Petty and Cale Yarborough battle for the win from between Turns 1 and 2. He was hooked from that day on.

JKS

Incorporated

A career built around racing

Will founds JKS Motorsports Inc., now JKS Incorporated, which has spent decades working behind the scenes in the racing world. From custom graphics and track painting to displays and authentic race cars, JKS helps brands show up at the track in a way that feels genuine to race fans. The work gave Will a front-row seat to R.J. Reynolds Tobacco Company’s 33-year sponsorship of the NASCAR Cup Series.

1980s

Busch Grand National

Cars of his own

In the late 1980s and early 1990s, Will runs Busch Grand National cars with support from partners including TW Garner, Goody’s Headache Powders and Southeastern Foods.

2023

Museum closes

The Win Cup Museum

For more than a decade, The Win Cup Museum showcased Will’s personal collection of authentic race cars and memorabilia from what many fans consider the Golden Era of the NASCAR Cup Series. Closing it in 2023 didn’t put the brakes on his passion. It opened the door to the next lap.

Today

WinCupZone

A new kind of race-day drink

With friends Tyler White and Lisa McMullen at Celestial Wellness, Will brings WinCup to life: cannabis-infused beverages built for race fans from the start. The lineup includes Last Lap Lemonade, Turn 2 Tea and High Octane Brew.

Why WinCup

Made for people who love racing as much as we do

Rather than creating a beverage brand and looking for a connection to motorsports afterward, WinCup was built with that connection in mind from the start.

Motorsports has always been about experiences, community and personality. Race fans have their drivers, teams, traditions and rituals. They show up for the competition, but they also show up for the atmosphere and the people around them. WinCup is made to be part of that culture, at the track, at events and anywhere fans come together.

It also harkens back to the glory days, or as the saying goes, “when racing was racing,” and pairs that era with a modern product enjoyed by Boomers, Gen X, Millennials and Gen Z alike.

"Race fans are loyal and recognize authenticity. Support the sport they love, and they will support you."