Weekly Issue

08.14.2022

Featured

Marketing

SBJ: Sports key for moonshine distributor

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.

It doesn’t take account of all the investments we make in many things, the costs of delivering the Championships to the standard that we deliver it to -- which, of course, builds a value in our brand, which, particularly for the top-10 players, they’ll see the benefits of when you look at the kind of contracts that they will have personally. Our business model, really carefully balanced over 150 years, has delivered that value -- yes, to us, yes, to British tennis -- but also back to the players.
-- All England Lawn Tennis Club CEO Sally Bolton, on how a source of frustration for AELTC leadership is the player group’s proposed revenue share structure as the mode of deciding the total prize money pool.

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