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SBJ Atlas: Sugarlands latest in wine/spirits category to embrace sports activation

By Michael Cupello

Sugarlands Distilling unveiled two PGA of America-branded products for this week’s PGA Championship, with a lemonade moonshine and moonshine cocktail set to debut at the tournament. It is just the latest sports effort from Sugarlands, which signed a five-year deal with NASCAR in '18 as the official moonshine of the series. Sugarlands has also done deals with the Red Sox, Dale Earnhardt Jr., the Saints and IndyCar team Rahal Letterman Lanigan Racing. Beyond moonshine, the Chiefs and 360 Vodka came together on a deal in '19, with a limited-edition bottle featuring team branding as part of the deal. That same year, Camarena Tequila signed a partnership with Concacaf for that year’s Gold Cup, producing co-branded items for retail during the tournament. Just a year before, the UFC signed a marketing agreement with Heaven Hill Brands’ Blackheart Premium Spiced Rum, with the brand featuring co-branded point-of-sale products in addition to Octagon signage and social/digital integration.

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