![]() We look forward to working with them and increasing their brand awareness across the country,” stated Wayne Castleberry, Corporate Sales and Marketing for Lucas Oil Motorsports. Our fan base is the perfect demographic to meet their marketing objectives. “We’re very excited to have Heartbeat Hot Sauce join the Lucas Oil Late Model Dirt Series as a new, non-automotive related partner. Drivers use the Hot Pit for tire changes, repairing damages, and adjusting their cars to improve performance during an event. In the meantime, Heartbeat Hot Sauce has distribution across the globe and sells direct to consumers in the United States and Canada by visiting The Heartbeat Hot Sauce Hot Pit area is often one of the most dramatic, and at times race altering parts of a Lucas Oil Late Model Dirt Series event. Fans will have the opportunity to sample Heartbeat Hot Sauce products at select events on the Lucas Oil Late Model Dirt Series schedule in 2023. ![]() Heartbeat Hot Sauce founded in 2015 and based in Thunder Bay, Ontario Canada, offers a variety of Hot Sauce flavors in squeeze bottles that are easy to use and mess free. has joined the growing list of marketing partners in 2023 – becoming the title sponsor of the Hot Pit area. "We have so many amazing retailers in the city that we didn't feel the need to create one more and take any amount of business away from the businesses that are selling the product for us and are really responsible for the success we've had," he said.Heartbeat Hot Sauce Spices Up Hot Pit Area in 2023īATAVIA, Ohio (January 27, 2023) – The Lucas Oil Late Model Dirt Series Hot Pit area just got hotter. Bourbouhakis said they'll leave that part of the business to others. "We've had to sort of politely decline a lot of opportunities from retailers abroad and even in the country because we haven't had the ability to take on the production levels that would be required for them, and now we're going to welcome it all with open arms."īourbouhakis said while there's been plenty of interest in the freshly painted headquarters, the facility will be used simply to make the product, and not to sell it. That's good news, considering word about the sauce seems to be spreading to other parts of Canada and the U.S. The new headquarters will give them more space for cooking, bottling and storage. It was previously being produced out of Tomlin restaurant, where Bourbouhakis also works as a chef. The sauce has plenty of heat, he said, but also a 'bold' distinct flavour. ![]() "I think we've surpassed 30 retailers just in Thunder Bay right now, and we seem to find ourselves constantly sold out when the retailers are reaching out for more product," said Bourbouhakis. These days, they're producing between 500 and 1,000 bottles of the spicy condiment each week, for a growing number of retailers and restaurants. When they first launched their sauce, which is crafted in small batches using red habanero peppers, they were selling about 100 bottles per month, said Bourbouhakis. "There's been just an unbelievable - I want to say overwhelming - response from the community, and the demand for the product has become so much greater than I anticipated this early on for us, so it's kind of driven us to take this step." Red hot local demand "It's very exciting," said Al Bourbouhakis, the co-owner of Heartbeat Hot Sauce.
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