Former NASCAR driver Michael Waltrip, second from left, is launching a franchise program for his eponymous taproom in partnership with Elevatus Brands.
It’s noon on a weekday and Michael Waltrip is having a beer. The move is fitting for the former NASCAR driver who’s now the owner of Michael Waltrip Taproom.
“It’s 12 o’clock, so I’m having a sip,” said Waltrip. “That ‘5 o’clock somewhere’ thing is bullshit.”
Waltrip unofficially began his racing career at the young age of 12. He would race go-karts before eventually making a name for himself as a NASCAR driver, winning the Daytona 500 in 2001 and 2003.
He’s also known for his appearances on “Dancing with the Stars,” his book, “In the Blink of an Eye,” and his work at Fox Sports as an analyst for the network’s NASCAR coverage. His last race was in 2017 and he’s been working as an analyst full time since, though that didn’t stop him from pursuing other ventures.
“Along the way, play a little golf, race a car occasionally, and say ‘What else can we do?’” said Waltrip.
That “what else” became Michael Waltrip Brewing Company in 2020 in Bristol, Virginia. The idea came to him on a golfing trip. The country club was in the center of wine country, said Waltrip, and while golfing he was drinking white wine.
“I was like, why don’t we drink beer?” he said.
Waltrip didn’t want just any beer, though. His beer of choice was Miller Lite for years, and he was looking for something more. He traveled to Colorado and began an epic quest of beer tasting throughout the state.
“We got really intrigued by the different flavors and styles and things you can do with beer,” said Waltrip. “Just a little thing here or there, you can change things up pretty good.”
Michael Waltrip says his taproom serves craft beer that’s not “too fancy.”
While he considers them craft beers, Waltrip emphasized that his beers aren’t “too fancy of a craft.” The main goal, he said, was to create a drinkable and fun everyday style of beer.
With the brewery becoming a success, Waltrip attracted the attention of a few partners, including Ken McAllister, founder of Elevatus Brands, a franchise investment firm.
“Ken wanted to make taprooms everywhere and I was like, ‘That’s a great place for us to sell our beer,’” said Waltrip. “And he said, ‘I’m more concerned about it just being the best bar food in America.’”
McAllister has been in franchising for years, serving as CEO of My Salon Suites from 2010 to 2022. His network got him in touch with Waltrip and the rest was history.
“It was really more Mike’s vision,” said McAllister. “He wanted to make people happy and get into the marketplace and grow. Mike drives the car, I’m just the engine that makes it go.”
Working with McAllister and his partners at Elevatus—former Smoothie King CEO Joe Lewis, Jena Henderson, who was vice president of growth at Saladworks, and Robert Stidham, founder of Summa Franchise Consultants—Waltrip began searching for ideal spots for this new taproom, combining his brewery into a restaurant that features all-American classics. The partners had their grand opening in Concord, North Carolina, near Charlotte, this year and are already on the hunt for more locations, McAllister said.
Franchise development efforts will target areas where NASCAR is popular.
“The whole of America is open, but the question is, how do you launch the program and really focus on the NASCAR market?” said McAllister. “Mike’s vision is people having a great time with it.”
As for why expansion via taproom instead of the traditional brewery, McAllister wants to turn Waltrip’s idea into a national brand, not just a locally loved brewery. The taproom was a way to make that happen. McAllister also saw the taproom as “a vehicle to scale the brewery,” he said.
The main growth strategy is conversions, said McAllister, with the hope to expand quickly and efficiently. This will mean no taproom will have the exact same design as another, but the beers, food and style will be consistent.
“It’s not just my name,” said Waltrip. “I also am an investor and I’m a third owner, so I’m really interested in seeing this thing succeed. If you’re a racecar driver, you want to win.”