Sugarlands Distilling Company today announced the extension of its partnership with Kroger Racing and Ricky Stenhouse Jr., driver of the No. 47 Camaro ZL1 and reigning DAYTONA 500 Champion. As part of the partnership, Sugarlands remains the Official Spirits Partner of Kroger Racing and receives a co-primary sponsorship of the No. 47 for one NASCAR Cup Series race, which will be revealed at a later date.

The season-long partnership with Sugarlands and Kroger Racing also includes Sugarlands branding on Ricky Stenhouse Jr’s firesuit and the team transporter, as well as onsite activation and hosting opportunities throughout 2024. Last August, Sugarlands served as the co-primary sponsor on the hood of Stenhouse Jr.’s No. 47 Camaro at Watkins Glen International, promoting the launch of Sugarlands’ Eggo Brunch in a Jar Sippin’ Cream.

“Kroger Racing has been a tremendous partner for Sugarlands, and we’re thrilled to continue our relationship in 2024,” says Patrick Sullivans, Sugarlands Chief Revenue Officer. “Working with the team and Ricky Stenhouse Jr. provides us increased brand visibility and unique marketing opportunities while also offering an avenue for dynamic hosting and activation opportunities.”

Sugarlands was on board the No. 47 as an associate sponsor last February when Stenhouse Jr. piloted it to victory in the DAYTONA 500. Since launching in 2014, Sugarlands has been a proud supporter of racing at all levels, including teaming with NASCAR to release a 75th-anniversary moonshine last year, as well as releasing limited-edition products to commemorate Bristol Motor Speedway, Daytona International Speedway, and Talladega Superspeedway. In 2022, Sugarlands launched High Rock, a premium, handcrafted vodka produced with Dale Earnhardt Jr. and Amy Earnhardt.

“We‘re looking forward to having Sugarlands back on the car for select events in 2024,” Ricky Stenhouse Jr. said. “They will again be activating throughout the year with us starting at Daytona (International Speedway), and they will be featured on my fire suit as well as our team hauler. We look forward to continuing to promote the Sugarlands‘ brands and continuing to grow this relationship.”

— Sugarlands Distilling Co —

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