Bottoms up: NASCAR and Sugarlands Shine make history with new partnership

By Jerry Jordan, Editor

TALLADEGA, Ala. – After years of hiding from its heritage, NASCAR and moonshining are back together again with the announcement of Sugarlands Shine as the “Official Moonshine of NASCAR.”

The announcement was made at Talladega Superspeedway, a track known for its lively infield and raucous nightlife during race weekends. Sugarlands Shine will be the title sponsor of the Fall 2019 Gander Outdoors Trucks Series race, which will be known as the Official Sugarlands Shine 250. Based in Gatlinburg, Tenn. the company opens its distillery to guests and has won 20 awards for taste and quality.

“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.”

For decades, NASCAR distanced itself from its past and downplayed ties to prohibition scofflaws despite several of past racers – Ray Parks, Roy Hall, Lloyd Seay and Junior Johnson – being well-known bootleggers. In fact, one of the best early wrench hands in the sport, Red Vogt, was known as the “bootleggers’ mechanic.”

“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.”

With television shows touting the antics of modern-day moonshiners, the stigma of illegal hooch has faded and with tremendously growing sales the sport is embracing a return to its roots. In fact, Sugarlands’ ‘Moonshiners Legends’ varieties feature recipes from Mark Rogers, Mark Ramsey & Digger Manes, Steven Tickle, Jim Tom Hedrick, and Patti Bryan, who star on the of the popular Moonshiners television series on Discover Channel.

“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, NASCAR. “There is an authentic connection between our two brands and we are confident our fans will embrace the historical association.” 

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 www.Sugarlands.com to enter and learn more about the sweepstakes.

A company spokesperson confirmed Sugarlands will be producing a 50^th Anniversary edition of its moonshine to celebrate the half-century mark of Talladega Superspeedway in 2019.