The club and Tennessee-based brand will host kickoff celebration April 10
GATLINBURG and NASHVILLE, Tenn. – (April 3, 2024) – Sugarlands Distilling Company, High Rock Vodka, and Nashville SC today announced a multi-year strategic partnership. In it, Sugarlands becomes the “Official Moonshine Partner of Nashville SC,” and High Rock, which is co-owned by racing legend Dale Earnhardt Jr. and Amy Earnhardt, becomes the “Official Vodka Partner of Nashville SC.”
In addition to the official partner designation, Sugarlands will become the preferred in-stadium pour across the vodka and moonshine categories within GEODIS Park. Sugarlands and High Rock will also receive in-stadium signage, gameday, in-market activation, and hospitality opportunities. Sugarlands also becomes a member of the Nashville SC Business Association, which brings together Nashville SC’s partners each quarter to network, listen to notable speakers, and discuss matters related to Nashville SC.
Nashville, SC, Sugarlands, and High Rock will officially commence the partnership with a kickoff celebration on Wednesday, April 10, at AJ’s Good Time Bar, 421 Broadway. The event begins at 6 p.m. and will feature a Nashville SC gear pop-up shop, an appearance by Nashville SC mascot Tempo the Coyote, Sugarlands and High Rock drink specials, giveaways, and more.
“At Nashville SC, we’re dedicated to elevating the fan experience at GEODIS Park, making it a premier destination for entertainment in Nashville. Integrating authentic Tennessee brands like High Rock Vodka and Sugarlands Moonshine into our offerings is a testament to our commitment to local flavor and quality, as these partnerships not only enrich our food and beverage selections but also deepen the connection between our fans and the spirit of Tennessee,” says Dan Farrell, Vice President, Corporate Partnerships.
“Teaming up with Nashville SC is a natural fit for us,” said Sugarlands Chief Revenue Officer Patrick Sullivan. “We take great pride in our Tennessee roots, and this partnership allows us to celebrate the shared values of community, passion, and excellence between Sugarlands and Nashville SC, while tapping into a dedicated and passionate fanbase.”
Sugarlands has a long history of partnerships and activations with some of the biggest names in sports and entertainment. In addition to Nashville SC, Sugarlands has strategic partnerships with the Boston Red Sox, PGA of America, Baseball Hall of Famer Chipper Jones, the Golic family, Grammy-nominated country superstar Cole Swindell, platinum-selling recording artist O.A.R. and multiple Speedway Motorsports properties.
About Sugarlands Distilling Co.
Sugarlands Distilling Company is a craft distillery located in Gatlinburg, Tennessee. Founded in 2014, Sugarlands produces a full line of craft moonshines and sippin’ creams with flavors like Mark Roger’s American Peach Moonshine, Butter Pecan Sippin’ Cream, Banana Pudding Sippin’ Cream and Appalachian Apple Pie Moonshine. Sugarlands also produces Roaming Man Tennessee Straight Rye Whiskey, which has won multiple prestigious spirits awards, including Best Whiskey in the 2019 American Craft Spirits Association Awards and two Double Gold Medals at the esteemed San Francisco World Spirits Competition (2021 and 2023).
In 2022, Sugarlands launched High Rock Vodka with Dale Earnhardt Jr. and his wife, Amy Earnhardt. High Rock Vodka is distilled seven times and then triple-filtered using the Lincoln County Process. Made famous by Tennessee whiskeys, the Lincoln County Process uses sugar maple charcoal to smooth and mellow the finish. High Rock checks in at 88 proof, a nod to the number Earnhardt drove for a decade in the NASCAR Cup Series.
Sugarlands’ downtown Gatlinburg distillery welcomes more than one million guests each year. The distillery was voted the top craft spirits distillery tasting room in America by USA TODAY 10Best and is rated as TripAdvisor’s number one thing to do in Gatlinburg and the world’s top-rated distillery experience. A proud community supporter, Sugarlands Distilling Company has donated nearly $1 million to nonprofits nationwide through their giveback program, MoonShare.
For more information, please visit www.sugarlands.com and follow Sugarlands on Facebook, Instagram and Twitter @SugarlandsShine.
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Media Contacts:
Sammy Eanes
Sugarlands Distilling Co.
[email protected]
540-525-0864
