GATLINBURG, Tenn. (March 17, 2026) – High Rock Vodka and Sugarlands Distilling Co. today announced the continuation of their partnership with JR Motorsports driver Carson Kvapil. As part of the agreement, High Rock will serve as the primary partner of Kvapil’s No. 9 JR Motorsports Chevrolet on April 11 in the O’Reilly Auto Parts Race at Bristol Motor Speedway.

High Rock first partnered with Kvapil during the 2025 season at Bristol, and the collaboration will continue in 2026 as the premium vodka brand builds on its growing presence in NASCAR and its ongoing relationship with JR Motorsports. The High Rock Chevrolet emerged as one of the most popular paint schemes on the JR Motorsports roster last season.

“Carson is one of the most exciting young drivers in the sport, and we’re proud to continue building our relationship with him and the entire JR Motorsports organization,” said Patrick Sullivan, Sugarlands chief commercial officer. “Our partnership at Bristol last year was a great fit, and we look forward to creating more High Rock Moments with Carson, our fans and our partners as this season unfolds.”

High Rock is a premium, handcrafted vodka created by Sugarlands Distilling Company in collaboration with NASCAR Hall of Famer Dale Earnhardt Jr. and Amy Earnhardt. Beginning with a base of 100% corn and crisp, clean water from the Great Smoky Mountains, 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. The result is premium vodka that is undeniably smooth and pure. High Rock checks in at 88 proof, a nod to the number Earnhardt Jr. drove for a decade in the NASCAR Cup Series.

Fans can watch Kvapil and the No. 9 High Rock Chevrolet take to the high banks at Bristol Motor Speedway on Saturday, April 11 in the O’Reilly Auto Parts Race at 7:30 p.m. ET on the CW.

About High Rock Vodka

High Rock is a premium, handcrafted vodka co-created by Dale Earnhardt Jr. and Amy Earnhardt in collaboration with Sugarlands Distilling Company. Beginning with a base of 100% corn and crisp, clean water from the Great Smoky Mountains, 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 has won dozens of prestigious tasting awards and has been named Best Craft Vodka in the USA TODAY 10Best Reader’s Choice Awards for three straight years (2023–2025). High Rock checks in at 88 proof, a nod to the number Earnhardt drove for a decade in the NASCAR Cup Series.

For more information, visit HighRockVodka.com and follow High Rock on Facebook, Instagram and Twitter @HighRockVodka

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Media Contacts:
Sammy Eanes
Sugarlands Distilling Co.
[email protected]
540-525-0864