Sugarlands says the history of moonshine and NASCAR made this partnership the right choice
Sugarlands Distilling Company has just become the official Moonshine of NASCAR. In addition, they will be the primary sponsor of the 2019 NASCAR Truck Series race at Talladega Superspeedway.
This is Sugarlands first ever partnership in any sporting event or sanction. They have elected NASCAR as their first go.
NASCAR Moonshine History
“With the history of Moonshine in the early days of NASCAR, it just felt like a natural fit to us,” Ned Vickers, Sugarlands Distilling Company President explained.
We’ve all heard the history. In the early days of NASCAR, several of the drivers were moonshine runners. They used illegal forms of moonshine distribution to avoid taxes and outright bans of the products.
Their cars looked normal from the outside, so as not to attract unwanted attention. But, there was nothing stock about those stock cars. Under the hood were powerful engines. The suspensions were built with heavy duty springs and shocks. It was important that the ride quality didn’t break the mason jars
These bootleggers grew up running from the law on old dirt roads and no headlights. They were reckless. But, with good reason. Getting caught meant jail time. But, the development of those skills led to a career of racing on Daytona Beach.
On December 5, 1933, prohibition came to an end. That left these drivers without a job. They began racing their tuned machines on race tracks across the country.
On December 14, 1947, Bill France a former bootlegger founded NASCAR.
Sugarlands Distilling Company
“Our fan base overlaps so well with the NASCAR fan base. We want to be everywhere that fan base is having fun. I can’t imagine a place where that could be more true than here at Talladega,” Vickers concludes.
The company has won 20 awards for the taste of their product. They have a distillery in downtown Gatlinburg, Tennessee. It drew over a million visitors in 2017 alone.
“NASCAR is a family company. When companies come in, they become part of our family. Patrick Sullivan was the lead on the NASCAR side,” Jon Tuck, NASCAR chief revenue officer stated. “It’s great when you can do business with people that you generally like and respect.”
“We have a massive national audience. Our fans are more passionate and engaged than any fans in sports. Our fans are really passionate and loyal to our sponsors.”
The company will be on display at Talladega this weekend. In addition, it will be displayed at Daytona.
“Sugarlands, if you need a fan base that matches up pretty well with that, you’ve got it twice a year,” Grant Lynch, Chairman of Talladega Superspeedway explained.
“71% of our fans come from out of the state of Alabama. Our reach is way bigger than just down here in Alabama. You’re getting a great fan base that travels huge distances.”
At the end of the press conference, it was stated that there were samples in the back of the room.
“I haven’t seen the media shy about tasting stuff,” Grant Lynch said with a laugh.
Related: NASCAR TV Schedule: Talladega