NASCAR and Talladega Superspeedway Enter New Partnership With Sugarlands

12 Oct 2018
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Award-winning moonshine distillery Sugarlands Distilling Company, LLC. has entered the sport by signing agreements with both the sanctioning body and one of the most iconic tracks on the circuit, Talladega Superspeedway. The new partnerships designate Sugarlands Shine as the “Official Moonshine of NASCAR” and as the title partner of the NASCAR Gander Outdoors Trucks Series fall race, the Sugarlands Shine 250. The announcement was made Friday at Talladega Superspeedway, which is hosting its much anticipated NASCAR Playoff doubleheader weekend.     

Sugarlands Distilling Company, LLC., produces high-quality craft moonshine. Since opening its doors in 2014, Sugarlands Distilling Company has won more than 20 awards for superior taste and quality. The distillery in downtown Gatlinburg, Tennessee, is a popular attraction with more than one million visitors each year. In its fourth year of business, Sugarlands saw a 50% annual growth in distribution sales and expanded its distribution area to 24 states. Sugarlands Distilling Company is one of America’s top-rated distillery experiences and the number one “thing to do” in Gatlinburg, according to Trip Advisor.

“Moonshine is deeply rooted in the history of racing, so partnering with NASCAR felt very natural for us,” said Edward Vickers, President of Sugarlands Distilling Company. “This partnership is our first venture into the sporting industry and we’re excited to extend our brand to NASCAR’s passionate and dedicated fan base.”

As a part of the five-year agreement with NASCAR, Sugarlands will gain rights to promote its moonshine at retail, on packaging and will host key customers and distributors at-track. Additionally, Sugarlands is kickstarting the partnership with a ‘Beyond the Checkered Flag’ sweepstakes. The grand prize winner will experience VIP access at a NASCAR race, entry to the Sugarlands hospitality tent, travel accommodations and more. Fans can visit to enter and learn more about the sweepstakes.

“Moonshine is one of the fastest growing spirit categories in the country and we are excited to help introduce Sugarlands’ award-winning product to our brand loyal and national fanbase,” said Jon Tuck, Chief Revenue Officer, NASCAR. “There is an authentic connection between our two brands and we are confident our fans will embrace the historical association.”  

The Sugarlands Shine 250 will be held on October 12, 2019 and serve as a key playoff event during the battle for the NASCAR Gander Outdoors Truck Series championship. As part of the multi-year deal, Sugarlands will offer a specially licensed moonshine for Talladega Superspeedway and be named the “Official Moonshine of Talladega Superspeedway.”

“Sugarlands is a natural fit for Talladega Superspeedway and we are thrilled to have them join our team,” said speedway Chairman Grant Lynch. “There are many old-time tales here about the good ol’ days when running moonshine in and around Talladega was happening, and our partnership with Sugarlands and the Sugarlands Shine 250, those stories will come back to life. There isn’t another venue in motorsports that has fans as loyal as ours, and I know they will love Sugarlands.”

Sugarlands recently announced a partnership with country music’s rising star and NASCAR fan, Cole Swindell. Swindell will be releasing his own Sugarlands Shine flavors starting with a Peppermint Moonshine which hit the shelves in liquor stores across the country, online and in Sugarland’s distillery this month. Swindell is currently working with Sugarlands to create a new recipe to be released in the new year.

Sugarlands Distilling Company is also a proud partner to Discovery Channel’s ‘Moonshiners’, bringing the show’s notorious stars’ moonshine recipes straight to consumers. Sugarlands’ ‘Moonshiners Legends’ products feature recipes from Mark Rogers, Mark Ramsey & Digger Manes, Steven Tickle, Jim Tom Hedrick, and Patti Bryan, all stars of the popular television series.

The trucks will be in action tomorrow (Saturday) for the Fr8Auctions 250, where the field of eight championship-eligible drivers will be trimmed to six, at noon CDT. The race will be followed with Monster Energy NASCAR Cup Series Foodland/Food Giant Qualifying for Sunday’s 500. It will serve as the second race (of three) in the Playoff Round of 12, and cars are scheduled to take the green flag at 1 p.m. CDT.


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Steven B. Wilson

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