Weekly Issue

F or moonshine maker Sugarlands Distilling Co., the proof is literally in the Mason jar, but it’s also along the fairways of the Ryder Cup, the grandstands of Fenway Park, or the concourse of Caesars Superdome. It’s a heady approach as the challenger spirits brand uses sports partnerships to add a kick to its sales growth. By partnering with teams and events, Sugarlands gets doors opened and talks started with distributors and liquor stores. Sports partnerships have brought Sugarlands products to 13 new states in the past 12 months and they can now be found in 42 states overall.