Dale Earnhardt Jr. and his wife Amy attend the Monster Energy NASCAR Cup Series Awards at Music City Center on December 05, 2019 in Nashville, Tennessee
Photo by Jason Kempin/Getty Images

Dale Earnhardt Jr. and His Wife Amy Are Jumping Into the Booze Business


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2022 is already shaping up to be a great year for Dale Earnhardt Jr.

The NASCAR team owner and NBC analyst will officially be inducted into the NASCAR Hall of Fame later this week, and he's also set to launch a collection of racing memorabilia called "Victory Lap NFT" in late January. On top of that, Dale Jr. and his wife Amy Earnhardt are about to jump into the alcohol business, courtesy of a partnership between the North Carolina couple and Sugarlands Distilling Company.

On Tuesday morning, the Gatlinburg, Tennessee-based distillery announced the launch of High Rock, a new brand of premium vodka.

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"We're so excited to partner with Sugarlands to introduce High Rock Vodka," Dale Earnhardt Jr. said. "Sugarlands' commitment to producing excellent spirits and its great family atmosphere attracted us to the brand and makes our partnership an easy, natural fit. I'm most excited about the launch of High Rock because it's something that Amy and I can do together."

Sugarlands and the Earnhardts have been officially partnered up since September. Along with the addition of High Rock, Sugarlands will also be selling Dale and Amy's Electric Orange Sippin' Cream, a rebranded version of its Electric Orange Sippin' Cream.

"Dale and Amy have been incredible to work with and we're thrilled to roll out High Rock as the next step in our relationship together," said Ned Vickers, president and founder of Sugarlands Distilling Co. We're also excited to expand our product offering by entering into the vodka category alongside the Earnhardts."

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Sugarlands partnership with the Earnhardts is part of its larger campaign to team up with a number of high-profile names and organizations. The distillery is also working with country singer Cole Swindell and rock band O.A.R., as well as the New Orleans Saints and multiple Speedway Motorsports properties.

"Introducing High Rock opens up Sugarlands to a whole new potential consumer base, while also differentiating our offerings to meet customer preferences," said Sugarlands' Chief Revenue Officer Patrick Sullivan. "Launching a premium vodka alongside Dale and Amy has been a fantastic experience. High Rock is a great complement to our award-winning moonshines and whiskey, providing new opportunities and tremendous value for our retail and distribution partners."

While Dale Earnhardt Jr. gave the full-time racing life up years ago, the two-time Daytona 500 winner still races in a yearly NASCAR Xfinity Series event, driving the No. 8 Chevrolet for JR Motorsports.

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Over the course of his quarter-century racing career, Earnhardt has competed in nearly 800 NASCAR races. In the NASCAR Cup Series alone, he earned 26 wins and 260 top-10 finishes. His induction into the NASCAR Hall of Fame adds to his list of accolades, which includes 15 Most Popular Driver awards.

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