Agreement expands both brands’ longstanding commitment to grassroots racing
GATLINBURG, Tenn. (Oct. 5, 2026) – High Rock Vodka and Sugarlands Distilling Co. today announced an official partnership with the CARS Tour beginning with the 2027 season. As part of the partnership, High Rock Vodka, the premium craft vodka brand owned by Dale Earnhardt Jr. and Amy Earnhardt, has been named Official Vodka of the CARS Tour, while Sugarlands Shine will serve as the tour’s Official Moonshine.
In addition to the official partner designations, High Rock Vodka and Sugarlands will have a presence across the CARS Tour in 2027, including on-site fan activations at select events, and digital and social content to engage race fans throughout the season. The partnership builds on High Rock’s existing connection to the series and expands Sugarlands Distilling Company’s longstanding support of motorsports and grassroots racing.
“Having High Rock become the Official Vodka of the CARS Tour is very exciting,” said Dale Earnhardt Jr. “Sugarlands Shine continues to support motorsports and grassroots racing. Similar to what attracted Amy and I to High Rock Vodka, Sugarlands’ commitment to creating an excellent product and its great atmosphere are things that will translate over to the CARS Tour as the series continues to grow.”
High Rock Vodka and Sugarlands Shine have deep roots in motorsports, supporting drivers, teams, tracks and events across multiple levels of racing. That commitment has been particularly strong at the grassroots level, where High Rock has supported competitors including Landon Huffman and served as official partners with various tracks.
“Grassroots racing has always been an important part of who we are and where we choose to invest,” said Patrick Sullivan, Chief Revenue Officer at Sugarlands Distilling Company. “We’ve seen firsthand the passion that surrounds the CARS Tour, from the competitors and teams in the garage to the fans who pack the grandstands. High Rock has been part of that world for several years, so becoming the Official Vodka of the CARS Tour feels like a natural next step. We’re excited to expand that commitment in 2027 and bring both High Rock and Sugarlands directly to race fans throughout the season.”
Be sure to catch this new partnership come to life when the 2027 CARS Tour season kicks off at Freedom Factory, Bradenton, FL, on Saturday, February 6, 2027. Tickets for the 2027 CARS Tour season-opening race are set to go live through Freedom Factory on Monday, October 19. Additional details will be announced in the coming weeks.
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 X @SugarlandsShine.
About CARS Tour
For more information on the zMAX CARS Late Model Stock Tour and the zMAX CARS Pro Late Model Tour, visit www.carsracingtour.com. Be sure to stay active and social with the tour by liking “CARS Tour” on Facebook, following @CARSTour on X (formerly known as Twitter) and scrolling through photos on Instagram at cars_tour.
Additional series information can be obtained by calling the CARS Tour series office, located in Mooresville, NC at 704-662-9212.
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Media Contacts:
Sammy Eanes
Sugarlands Distilling Co.
[email protected]
540-525-0864
