NASCAR partners with Sugarlands moonshine distillery

Moonshine and NASCAR are once again sharing the same sentence.

Friday afternoon, NASCAR officials and Talladega Superspeedway announced a partnership with Sugarlands Distilling Company. For NASCAR, it means the sport now has an “Official Moonshine,” while Sugarlands also becomes the race entitlement sponsor for the fall Gander Outdoors Truck Series race at Talladega beginning next season.

“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.”

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Sugarlands was started in 2014 and has won numerous awards for superior taste and quality. Its distillery is located Gatlinburg, Tennessee and sees about one million visitors a year.

The agreement between Sugarlands and NASCAR is for five years, and with it, Sugarlands will gain the rights to promote its moonshine at retail stores and on packaging at the track, as well as the ability to host customers and distributors. Products will carry a NASCAR logo.

NASCAR, of course, has roots in moonshine running. NASCAR Hall of Fame member Junior Johnson was a legendary figure from that era as souped-up cars would tear through the backroads of southern states carrying the illegal product.

For years it seemed NASCAR shied away from its history as it went unacknowledged. Until 2005, NASCAR had a self-imposed ban on allowing teams to have distilled spirit companies as team sponsors.

“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 fan base,” said Jon Tuck, chief revenue officer of NASCAR. “There is an authentic connection between our two brands and we are confident our fans will embrace the historical association.”

Sugarlands will also be creating a limited edition moonshine to celebrate the 50th anniversary of Talladega Superspeedway.