Breakfast classic with a kick is the third release in their fan-favorite collaboration series
GATLINBURG, Tenn. – (May 21, 2026) – Sugarlands Distilling Company and Eggo® today announced the launch of Eggo Blueberry Waffle Moonshine, continuing their successful series of breakfast-inspired collaborations. Buttery waffles and sweet blueberries are a combination that breakfast-lovers have long adored, and now it’s being brought to life as a new, flavor-forward moonshine inspired by the classic staple.
Eggo Blueberry Waffle Moonshine captures the nostalgic taste of golden waffles layered with blueberries and a rich, buttery finish, reimagining a familiar favorite for both longtime breakfast fans and curious newcomers alike. Bottled at 60 proof (30% alcohol by volume), the new release will be available beginning today at Sugarlands’ downtown Gatlinburg distillery, with a nationwide rollout to follow.
Eggo Blueberry Waffle Moonshine marks the third release in the collaboration between Eggo and Sugarlands Distilling Company, following the successful debut of limited-edition EggoNog in 2022 and the widely celebrated Eggo Brunch in a Jar Waffles & Syrup Sippin’ Cream in 2024. With each release, the partnership continues to push flavor boundaries, blending Eggo’s iconic breakfast staples with Sugarlands’ award-winning spirits, all while giving parents a playful excuse to L’Eggo themselves.
The collaboration was negotiated by CAA Brand Management on behalf of Eggo.
“We’ve had a great experience bringing Eggo-inspired flavors to life with our Sippin’ Creams, so it was exciting for our team to take that next step and reimagine it as a moonshine,” said Ned Vickers, Founder and President of Sugarlands Distilling Company. “Eggo has been a great partner for us, and it’s rewarding to bring our two brands together in a way that really resonates with fans. Eggo Blueberry Waffle Moonshine continues that momentum as another step forward in a collaboration consumers have come to look forward to.”
“This collaboration with Sugarlands Distilling Company reflects our commitment to innovative flavor experiences that resonate with our consumers in new and exciting ways. Eggo Blueberry Waffle Moonshine builds on the success of our previous partnerships, combining familiar, comforting flavors with premium craftsmanship,” added Andy Martinek, Senior Manager, Licensing & Culture at Mars Snacking.
Since launching in 2014, Sugarlands Distilling Company has grown into one of the most visited distilleries in America and an award-winning house of brands producing spirits known for their quality and creativity.
For more information, visit Sugarlands.com/Eggo.
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 select family-owned spirits brands to support national growth and distribution, including Azulejos Tequila.
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.
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a $65bn+ family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our more than 170,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.
About CAA Brand Management
CAA Brand Management is a premier brand development and management business, helping clients define and execute their strategic growth initiatives across a broad spectrum of consumer products. With more than three decades of operating experience in consumer product partnerships and licensing and offices spanning 20 countries worldwide, CAA Brand Management builds innovative, revenue-generating, brand extension programs for many of the world’s most iconic brands.
CAA Brand Management is a division of Creative Artists Agency (CAA), a leading entertainment and sports agency, with global expertise in filmed and live entertainment, digital media, publishing, sponsorship sales and endorsements, media finance, consumer investing, fashion, licensing, and philanthropy. Distinguished by its culture of collaboration and exceptional client service, CAA’s diverse workforce identifies, innovates, and amplifies opportunities for the people and organizations that shape culture and inspire the world.
For more information, please visit: www.caabrandmanagement.com
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Media Contacts:
Sammy Eanes
Sugarlands Distilling Co.
[email protected]
540-525-0864
