NASCAR and Talladega Superspeedway Enter New Partnership With Sugarlands

Story By: CHRIS TROPEANO / NASCAR – DAYTONA BEACH, Fla. – 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.

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 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.”

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 National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States. NASCAR consists of three national series (Monster Energy NASCAR Cup Series™, NASCAR XFINITY Series™, and NASCAR Camping World Truck Series™), four regional series, one local grassroots series, and three international series. The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. Based in Daytona Beach, Fla., with offices in eight cities across North America, NASCAR sanctions more than 1,200 races in more than 30 U.S. states, Canada, Mexico, and Europe. For more information visit and, and follow NASCAR on Facebook, Twitter, Instagram, and Snapchat (‘NASCAR’).

About Sugarlands Distilling, Co.

Sugarlands Distilling Company, located in the heart of the Great Smoky Mountains National Park in Gatlinburg, Tennessee, is a craft-distillery producing award-winning moonshine, rum, cream liqueurs and rye whiskey.

Sugarlands hand-crafted cocktails can be sipped on in restaurants, bars and festivals across the country as well as the Sugarlands Cocktail Kitchen located at the downtown Gatlinburg, Tenn., distillery.

In summer 2018, Sugarlands entered a partnership with country music rising superstar Cole Swindell and will release an original recipe created by Sugarlands and Swindell in January 2019.

Sugarlands Distilling Co. believes giving back to the community is of the utmost importance. Since 2014, Sugarlands Distilling Company has donated over $525,000 to nonprofits across the country through their giveback program, MoonShare. In the aftermath of the 2016 Gatlinburg wildfires, SDC launched their Smokies Strong Campaign which raised money to assist Sugarlands employees and residents of Gatlinburg. In November 2017, a partnership was announced with the Appalachia Service project to fund home rebuilds for six Gatlinburg residents who were displaced during the wildfires.

To learn more about Sugarlands’ award-winning spirits, downtown Gatlinburg distillery or MoonShare program, visit

About Talladega Superspeedway

Talladega Superspeedway is NASCAR’s most competitive (record 88 lead changes in 188 laps), highest banked (33 degrees), and longest track (2.66-miles), as well as the most fun and fan-friendly. Talladega offers something for everyone, including hundreds of acres of free camping, amazing kids tickets and college student prices, along with special offers for military members and first responders, and teachers and educators. The historic venue, built in 1969, is deemed NASCAR’s “Party Capital” thanks to the track’s infamous infield, which features the traditional Saturday Night Infield Concert presented by Wind Creek Casino and Hotel and the world-renowned Talladega Blvd., home of Friday night’s “Big One on the Blvd.” party. It’s the site of the most comfortable seats in motorsports, large ISM Vision HD video boards lining the frontstretch and endless pre-race activities for fans on race day, including special Kids VIP opportunities. For ticket information, visit or call 855-518-RACE (7223).

The track, along with its parent company, International Speedway Corporation, recently announced Transformation – The Talladega Superspeedway Infield Project. The approximate $50 million redevelopment endeavor is part of ISC’s long-term capital allocation plan and reinvestment into its major motorsports complexes. The project, highlighted by a one-of-a-kind Garage Fan Zone Experience, will feature “up-close” access, interactive attractions and enhanced amenities for fans, sponsors, teams and stakeholders in the iconic Talladega infield. Full completion of the modernized project is scheduled for October of 2019. Fans can learn more about the project by visiting The track, which opened in 1969, will also celebrate its 50th Anniversary next year.