Dale Earnhardt Jr and his wife Amy have unveiled their own vodka, High Rock. To create the spirit, the duo have partnered with Sugarlands Distilling Co.
Bottled at 88 proof, a reference to Earnhardt’s number from his time with Hendrick Motorsports, High Rock Vodka begins with a base of 100% corn and crisp, clean water from the Great Smoky Mountains. It is distilled seven times then triple filtered using the Lincoln County Process. Made famous by Tennessee whiskeys, the Process uses sugar maple charcoal to remove any impurities.
“We’re so excited to partner with Sugarlands to introduce High Rock Vodka,” said Dale Earnhardt Jr. “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.”
Back in September, Sugarlands announced their first partnership with Earnhardt, when Sugarlands’ Electric Orange Sippin’ Cream became Dale and Amy’s 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 Company. “We’re also excited to expand our product offering by entering into the vodka category alongside the Earnhardts.”
“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.”
High Rock will be available beginning in February in Florida and nationwide in April.
For more information, head over to High Rock Vodka’s official website.