GATLINBURG, Tenn. (June 26, 2024) – High Rock Vodka and Sugarlands Distilling Co. today announced an official partnership with Sam Mayer, driver of the No. 1 Chevrolet for JR Motorsports in the NASCAR Xfinity Series. As part of the deal, High Rock continues as the “Official Vodka of JR Motorsports.”
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Mayer, who turns 21 today, will have High Rock on board as the primary partner of his JRM No. 1 Chevrolet on September 7 in the NXS event at Atlanta Motor Speedway. As Mayer celebrates his 21st, High Rock proudly joins his journey both on and off the track.
“I am super pumped to have this opportunity to partner with High Rock Vodka and the Sugarlands team now that I am officially 21,” said Mayer. “I can’t thank Dale, Amy and the High Rock folks enough for all the support and for giving me the chance to put this No. 1 High Rock Vodka Chevrolet in Victory Lane at Atlanta later in the year.”
High Rock is a premium, handcrafted vodka created by Sugarlands Distilling Company in collaboration with NASCAR Hall of Famer Dale Earnhardt Jr. and Amy Earnhardt. Beginning with a base of 100% corn and crisp, clean water from the Great Smoky Mountains, High Rock Vodka is distilled seven times and then triple-filtered using the Lincoln County Process. Made famous by Tennessee whiskeys, the Lincoln County Process uses sugar maple charcoal to smooth and mellow the finish. The result is premium vodka that is undeniably smooth and pure. High Rock checks in at 88 proof, a nod to the number Earnhardt Jr. drove for a decade in the NASCAR Cup Series.
“Sam is one of the great young stars in NASCAR, and we’re thrilled to join forces with him as he turns 21 and continues to make his mark on the world of racing,” said Patrick Sullivan, Sugarlands chief commercial officer. “Sam’s dedication and passion perfectly align with our company’s values, and we look forward to sharing many High Rock Moments with him and our great partners at JR Motorsports.”
You can see Mayer and the No. 1 High Rock Chevrolet take to the track on Saturday, September 7, at Atlanta at 3 p.m. EST on USA, PRN and SiriusXM NASCAR Radio Channel 90.
About High Rock Vodka
High Rock is a premium, handcrafted vodka co-created by Dale Earnhardt Jr. and Amy Earnhardt in collaboration with Sugarlands Distilling Company. Beginning with a base of 100% corn and crisp, clean water from the Great Smoky Mountains, High Rock Vodka is distilled seven times and then triple-filtered using the Lincoln County Process. Made famous by Tennessee whiskeys, the Lincoln County Process uses sugar maple charcoal to smooth and mellow the finish. High Rock has won nearly a dozen prestigious awards, including Double Gold at the 2022 John Barleycorn Awards and being voted Best Craft Vodka in the 2023 USA TODAY 10Best Reader’s Choice Awards. High Rock checks in at 88 proof, a nod to the number Earnhardt drove for a decade in the NASCAR Cup Series.
For more information, visit HighRockVodka.com and follow High Rock on Facebook, Instagram and Twitter @HighRockVodka
About JR Motorsports:
JR Motorsports is the racing operation co-owned by NASCAR Hall of Fame member and 15-time Most Popular Driver Dale Earnhardt Jr., Kelley Earnhardt Miller and NASCAR Hall of Famer Rick Hendrick. Now in its 22nd year of overall competition, JR Motorsports competes in multiple divisions, including the NASCAR Xfinity Series where it currently fields four full-time teams and earned championships in 2014, 2017 and 2018. The company also races in Late Model competition and owns five championships in regional Late Model divisions and added a prized national title in 2020. To learn more about the organization, its drivers and its sponsorship opportunities, visit www.jrmracing.com.
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