NASCAR's bar logo will be placed on all Sugarlands packaging and productsSUGARLANDS
NASCAR has signed a new deal with Sugarlands Distillery to make the company its official moonshine, the first time NASCAR has sold the rights to that category. The five-year deal will see Sugarlands pay NASCAR a mid-six-figure annual fee, according to sources. The distillery will put NASCAR’s bar logo and its status as the sport’s official moonshine on all of its packaging. Sugarlands also plans to launch several sweepstakes; media advertising including TV, digital and social; and will get at-track hospitality assets. Sugarlands additionally signed on with Talladega Superspeedway to entitle the track’s fall NASCAR Camping World Truck Series race starting in '19. Sugarlands will become the official moonshine of the track, and the company will make a special Talladega 50th anniversary limited edition version of moonshine. Sugarlands was founded in Tennessee in ’14, and company CEO Ned Vickers said that the deal came together over the last 18 months after NASCAR reached out to the company. Vickers noted Sugarlands is entering NASCAR because its customers over-index as NASCAR fans and because NASCAR has historical ties to the liquor. NASCAR’s only other alcohol partner is Busch, which is its official beer. Sugarlands is handling the deal in-house (Adam Stern, THE DAILY). NASCAR CRO Jon Tuck said, "There is an authentic connection between moonshine and NASCAR. Our focus was on finding the right brands, a high-quality brand that is a fit with our fan base." This is the "first venture into sports marketing" for Sugarlands (ESPN.com, 10/12).
