Rahal Letterman Lanigan Racing (RLL) recently announced a partnership with Sugarlands Distilling Co. to become the Official Spirits and the Official Moonshine of the RLL team.
Sugarlands Distilling Co., located at the entrance to the Great Smoky Mountains National Park in Gatlinburg, Tennessee, is a craft distillery that produces award-winning moonshine, rum, cream liqueurs and rye whiskey. More than 1 million people visit Sugarlands’ downtown Gatlinburg distillery annually, and over 25,000 visitors have rated the distillery a five-star experience on Trip Advisor ranking it as the ‘#1 Thing to do in Gatlinburg,’ as well as the ‘World’s Top-Rated Distillery Experience.’
The partnership debuts with the 2021 Indy 500 on May 30, 2021 at Indianapolis Motor Speedway. For more than a century, the Indianapolis Motor Speedway has been home to some the greatest stories in sports. Each year, millions of race fans around the world witness odds-defying accomplishments that turn time into history and drivers into legends, setting in stone legacies that will live forever. This immersive web series chronicles the greatest moments, traditions and heroes of the Racing Capital of the World, Where Tradition Never Stops.
“I visited the Sugarlands facility in Tennessee, tasted their whiskey straight from the barrel and I have to say it’s some of the best whiskey I’ve ever had,” said Bobby Rahal, co-owner of RLL with David Letterman and Mike Lanigan, in a press release. “Owners, Ned Vickers and Kent Woods, have been great to work with and we are excited about the many ways we can work together in the future.”
Sugarlands branding will been seen on RLL entries and Takuma’s fire suit. Sugarlands products will also be featured and served in the RLL hospitality area throughout the season. Point of sale signage includes RLL drivers Graham Rahal and Takuma Sato.
“As returning Indy 500 Champion, I’m so excited to start this weekend’s festivities with our announcement about our partnership with Sugarlands Distilling Co. It’s a fun brand, great people and I look forward to working with them,” said Takuma Sato, 2017 and 2020 Indy 500 champion.
“We’re honored to partner with Rahal Letterman Lanigan Racing, one of the most iconic and prestigious teams in Indy car racing. Together we will create some great products and we have no doubt that Indy fans will enjoy our craft cocktails all over America,” said Ned Vickers, president and founder of Sugarlands Distilling Co.
Patrick Sullivan, chief sales officer of Sugarlands Distilling Co. said “Partnering with RLL, Takuma and Graham enhances Sugarlands already diverse sports partnership portfolio. With this partnership we will continue to strengthen our commitment to our customers and retailers to giving them access to the best sports and entertainment IP and experiences.”
“Seeing my stand-ups in Hy-Vee stores has been great. It’s exciting for us to see our partners working together as an extension of the race team and nice to work with a brand that is also on the same caliber, winning double gold recently in San Francisco’s World Spirits Competition. Not only that, everyone from Sugarlands has been not only great to work with, but fun too. I’m excited to see this program grow,” said Graham Rahal, six-time Indy car race winner.