(Photo: Christian Koelle)

Sugarlands Shine Becomes Official Moonshine of NASCAR; Set to Sponsor 2019 Gander Outdoors Truck Series Race at Talladega

NASCAR will be going back to their roots in 2019.

Officials from NASCAR and Moonshine brand Sugarlands Shine announced on Friday, October 12th that their brand of Moonshine will become the “Official Moonshine of NASCAR.”

“Moonshine is deeply rooted in the history of racing, so partnering with NASCAR felt very natural for us,” said Sugarlands Distilling Compay president Edward Vickers. “This partnership is our first venture into the sporting industry and we’re excited to extend our brand to NASCAR’s passionate and dedicated fan base.”

Sugarlands Shine is based in Gatlinburg, Tennessee with a wide range of products including moonshine, rum, cream liqueurs, and rye whiskey. NASCAR will join country music superstar Cole Swindell as partners with the Moonshine company. NASCAR and Sugarlands Shine enter a five-year agreement which includes at-track and off-property promotion and hosting key customers and distributors at the track.

“Moonshine is one of the fastest growing spirit categories in the country and we are excited to help introduces Sugarlands’ award-winning product to our brand loyal and national fan base,” said NASCAR CRO Jon Tuck. “There is an authentic connection between our two brands and we are confident our fans will embrace the historical association.”

Along with the announcement that Sugarlands Shine would become the “Official Moonshine of NASCAR”, Sugarlands Shine will also become the entitlement sponsor for the crucial elimination race on October 12th, 2019 for the NASCAR Gander Outdoors Trucks Series race at Talladega.

“Sugarlands is a natural fit for Talladega Superspeedway and we are thrilled to have them join our team,” said Talladega Superspeedway Chairman Grant Lynch. “There are many old-time tales here about the good ole’ days when running moonshine in and around Talladega was happening, and our partnership with Sugarlands and the Sugarlands 250, those stories will come back to life. There isn’t another venue in motorsports that has fans as loyal as ours, and I know they will love Sugarlands.”

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About Christian Koelle

Christian Koelle
Christian Koelle returns to Frontstretch in 2020 as the photo editor at Frontstretch. He will continue to contribute content in the ARCA Menards Series, Sioux Chief Challenge, and ARCA East & West Series. He is also engaged and will be getting married during the 2020 NASCAR off-season. His favorite tracks on the circuit include Barber Motorsports Park, Iowa Speedway, Martinsville Speedway, Talladega Superspeedway, Fairgrounds Speedway Nashville, and Bristol Motor Speedway. During the season, Christian also spends time as a photographer with multiple other outlets shooting Monster Energy AMA Supercross, Minor League & Major League Baseball, and NCAA Football.

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10 comments

  1. Avatar

    “Official Moonshine of NASCAR.”

    I wonder how much personal testing was needed to get Brian’s approval?

  2. Avatar

    Gawd, NASCAR has to close every business deal even if it wrecks their own brand name. Has to be a Steve Phelps special here. Even Brian’s not this tone deaf….

  3. Avatar

    I started to write this comment then had to stop. What do you say? Wow thats great, more money in the France families pocket? Or, gee, this is going to revolutionize stock car racing ?
    In the end I couldn’t choose between “laughable” and “pathetic”. So I gave up.

  4. Avatar

    I wonder how Hall-of-Famer Junior Johnson feels. He has the Johnson family recipe being sold as Midnight Moon.

    • Avatar

      Yes, I was correct.

      “NASCAR has lifted its longstanding ban on hard-liquor sponsors, clearing the way for spirits brands to come aboard beginning in the 2005 season…………..”

  5. Avatar

    Correct me if I’m mistaken, but wasn’t it two or three decades ago that NACAR refused to allow hard liquor to sponsor a vehicle or at the track?