By David Morgan, NASCAR Editor
TALLADEGA, Ala. – Starting in 2019, the NASCAR Gander Outdoors Truck Series race at Talladega Superspeedway will have a new sponsor as Sugarlands Distilling Company, LLC. – namely their Sugarlands Shine brand – will come on board for the Sugarlands Shine 250 on October 12.
The race will once again serve as the cut-off race for the first round of the Truck Series Playoffs and will be the first official race to take place following the track’s $50 million “Transformation” project.
“Sugarlands is a natural fit for Talladega Superspeedway and we are thrilled to have them join our team,” said Talladega Chairman Grant Lynch. “There are many old-time tales here about the good ol’ days when running moonshine in and around Talladega was happening, and our partnership with Sugarlands and the Sugarlands Shine 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.”
In addition to sponsoring the Truck Series race, the company will also become the Official Moonshine of NASCAR, which is the first foray into sports marketing for Sugarlands Distilling. The multi-year deal will allow the company to leverage the NASCAR brand at retail, market their products at tracks across the circuit, and they will also offer a specialty moonshine for Talladega, becoming their official moonshine as well.
“Moonshine is deeply rooted in the history of racing, so partnering with NASCAR felt very natural for us,” said Edward Vickers, President of Sugarlands Distilling Company. “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.”
Jon Tuck, Chief Revenue Officer of NASCAR echoed those sentiments with his comments on the new partnership.
“Moonshine is one of the fastest growing spirit categories in the country and we are excited to help introduce Sugarlands’ award-winning product to our brand loyal and national fan base. There is an authentic connection between our two brands and we are confident our fans will embrace the historical association.”