Tennessee brands unite to bring premium craft jerky to Sugarlands’ award-winning Gatlinburg Distillery
GATLINBURG, Tenn. – (June 10, 2026) – Sugarlands Distilling Company today announced a strategic partnership with Jerky Boys Beef Jerky, bringing the premium snack brand’s lineup of handcrafted beef jerky products to the Sugarlands Distillery in Gatlinburg beginning June 10.
The partnership unites two Tennessee brands known for bold flavors, entrepreneurial roots and a commitment to creating products that bring people together. Through the agreement, visitors to Sugarlands’ award-winning Gatlinburg Distillery will be able to purchase a selection of Jerky Boys’ signature products.
Beyond bringing Jerky Boys products to the distillery, the partnership creates opportunities for future activations, product integrations and other collaborations designed to enhance the guest experience.
“We’re always looking for ways to enhance the guest experience at our distillery and introduce visitors to products we genuinely enjoy ourselves,” said Ned Vickers, President and Founder of Sugarlands Distilling Company. “As family-owned Tennessee brands built on quality, authenticity and craftsmanship, Sugarlands and Jerky Boys share many of the same values, and we’re excited to introduce their products to the millions of guests who visit us each year.”
The partnership was born through a shared connection with Dale Earnhardt Jr., who is an owner of both Jerky Boys Beef Jerky and High Rock Vodka, which Sugarlands launched in 2022 in partnership with Earnhardt and his wife, Amy.
“We’re incredibly excited to partner with Sugarlands Distilling Company, a brand that shares our passion for quality, craftsmanship and Tennessee roots,” said Jerky Boys CEO and Founder Christian Koch. “Jerky Boys was built on a family recipe and inspired by the values that have been passed down through generations. As a family-owned business, we’re proud to continue that legacy while introducing our products to the millions of visitors who experience Sugarlands each year. Both of our brands were built on authenticity, hard work, and bringing people together, making this partnership a natural fit.”
Founded in Tennessee, Jerky Boys has developed a loyal following through its commitment to premium ingredients, bold flavors and small-batch craftsmanship. The company’s specialty beef jerky offerings are rooted in family tradition and designed to deliver an authentic, high-quality snacking experience.
Teaming with Jerky Boys reflects Sugarlands’ continued focus on creating memorable experiences for visitors while aligning with brands that share its values of quality, authenticity and craftsmanship. Named the top craft spirits tasting room in America by USA TODAY 10Best for three consecutive years (2023-2025), Sugarlands continues to invest in partnerships and experiences that enhance every visit to its Gatlinburg Distillery.
About Sugarlands Distilling Co.
Sugarlands Distilling Company is a family-owned craft distillery located in Gatlinburg, Tennessee. Since opening its doors in 2014, Sugarlands has grown into a house of award-winning brands, including Sugarlands Shine, Sugarlands Sippin’ Cream, High Rock Vodka, Roaming Man Whiskey and Broken Antler Flavored Whiskey. The company also partners with Azulejos Tequila, a family-owned ultra-premium tequila brand, to support national growth and distribution.
Launched in 2022 in collaboration with Dale Earnhardt Jr. and his wife, Amy Earnhardt, 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.
Roaming Man has received widespread industry acclaim, earning four Double Gold medals at the prestigious San Francisco World Spirits Competition over the past five years (2021, 2023, and two in 2025), and being named Best Whiskey in the 2019 American Craft Spirits Association Awards.
Sugarlands’ vibrant Gatlinburg Distillery has been voted the top craft spirits distillery tasting room in America by USA TODAY 10Best for three consecutive years (2023-2025). It welcomes over one million visitors each year. A proud community supporter, Sugarlands Distilling Company has donated nearly $1 million to nonprofits nationwide through their giveback program, MoonShare.
For more information, please visit www.sugarlands.com and follow Sugarlands on Facebook, Instagram and Twitter @SugarlandsShine.
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Media Contacts:
Sammy Eanes
Sugarlands Distilling Co.
540-525-0864
