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Dale Earnhardt Jr., Sugarlands Distilling launching vodka brand together

By Adam Stern
High Rock vodka will be 88 proof as a subtle nod to Earnhardt, who used that number during his racing careerSugarlands Distilling

Dale Earnhardt Jr. and his wife, Amy, have partnered with Sugarlands Distilling to launch a new brand of vodka, called High Rock. The sides are announcing the news ahead of Earnhardt's induction into the NASCAR HOF this weekend. The liquor will be 88 proof as a subtle nod to Earnhardt, who used that number during his racing career. It will be priced at $17.99 a bottle. The sides revealed last year that Earnhardt would endorse Sugarlands, which has a range of moonshine products and a whiskey brand, but this second aspect takes the relationship to a new level. The Earnhardts co-own High Rock and have been involved in all aspects of the creation and launch. Earnhardt said that he has been approached by several spirit companies over the years to do a similar venture, "but none of those was the right fit for us." He added, "Seeing the way Sugarlands operates and getting to know (Founder Ned Vickers) and the team behind the brand made partnering with them a natural fit.”

LAUNCH PLANS: The sides will do a soft launch of the product next month at the Daytona 500, and Sugarlands will then start distributing it nationwide. The Earnhardts will be doing new content projects for the brand’s social media channels as part of the partnership. The first one will focus on great moments in their lives or what the brand is calling “High Rock moments.” Sugarlands Chief Sales Officer Patrick Sullivan told SBJ about entering the crowded vodka market: “Our thought was, let’s make sure we make the best juice in the jar, talk authentically, have an awesome master distiller and really sleek bottle, authentic content with Dale. So we feel like we’ve done all our homework to talk authentically, and that will translate to people pulling it off the shelves.”

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