Sugarlands Distilling Company has joined forces with Field & Stream to establish a new partnership with Kaulig Racing, centered on the upcoming NASCAR Cup Series race at Las Vegas Motor Speedway on October 12. This alliance will feature Sugarlands and Field & Stream branding on Ty Dillon’s No. 10 Kaulig Racing Chevrolet car, highlighting the Ty Dillon Kaulig Racing Partnership in a high-profile motorsport event.
Outdoor Heritage Showcased Through Design and Branding
As part of the partnership, Field & Stream is teaming up with Mossy Oak to craft a unique design scheme for the car’s paint, driver’s fire suit, and helmet. These elements will showcase Mossy Oak’s symbolic Fall Foliage camouflage pattern, merging outdoor lifestyle imagery with the intensity of NASCAR racing in Las Vegas. Additionally, the No. 10 car will promote the return of Field & Stream Honey Pecan Moonshine. This product, crafted by Sugarlands, combines natural honey’s sweetness with toasted pecans’ warm, nutty flavors—a tribute to outdoor traditions that aligns closely with Ty Dillon’s own passion for nature and hunting.
Ty Dillon Expresses Deep Connection with the Brand Partnership
Ty Dillon, the driver of the No. 10 car, expressed enthusiasm about representing the brands, highlighting their ties to his personal background and interests.
“Sugarland Shine is one of the coolest up-and-coming brands there is,”
Dillon said.
“They have such a connection to my hometown and home state of North Carolina. As someone who grew up spending time in the outdoors with my grandfather and dad, it is incredible to be able to represent a brand like Field and Stream who is synonymous with the outdoors lifestyle. This partnership with Sugarland Shines and Field and Stream connects with my soul and the core of who I am. It is going to be a lot of fun to represent them in Las Vegas and I look forward to all of the unique collaborations we can create together.”
Field & Stream and Sugarlands Officials Highlight Importance of NASCAR Partnership
Doug McNamee, president of Field & Stream, conveyed honor in partnering with Sugarlands and Kaulig Racing for this event.
“Honored for Field & Stream to be alongside our great partners, Sugarlands, in this moment, placing our brand alongside NASCAR, Ty Dillion and Kaulig Racing,”
McNamee said.
“The NASCAR community is important to us and we are thrilled to be included in this weekend.”
Sugarlands Distilling Company’s Strong Industry Reputation
Based in Gatlinburg, Tennessee, Sugarlands Distilling Company is a family-owned craft distillery known for its diverse portfolio of brands, including Sugarlands Shine, Sugarlands Sippin’ Cream, Roaming Man Whiskey, and High Rock Vodka in collaboration with Dale and Amy Earnhardt. With an award-winning tasting room that attracts over a million guests yearly, Sugarlands has earned national recognition through multiple honors such as Best Whiskey at the 2019 American Craft Spirits Association Awards and several Double Gold medals at the San Francisco World Spirits Competition. Its tasting room was also named the top craft spirits distillery in America by USA TODAY 10Best in both 2023 and 2024.
Synergy Between Racing, Outdoor Lifestyle, and Fan Engagement
Patrick Sullivan, chief revenue officer at Sugarlands, emphasized the strategic fit between the brands and Ty Dillon’s image.
“Our partnership with Field & Stream continues to evolve in meaningful ways and the response to our co-branded moonshines has been incredible,”
Sullivan said.
“Teaming up with Ty Dillon and Kaulig Racing is a natural extension of the partnership, as Ty’s love for the outdoors and authenticity aligns perfectly with both brands, and NASCAR offers an unmatched platform to connect with fans who share those same passions.”
Upcoming Launch of Field & Stream Honey Pecan Moonshine and Related Events
The Field & Stream Honey Pecan Moonshine will be launched in retail stores nationwide in the weeks ahead of the first Field & Stream Music Fest, set for October 3-5 in Winnsboro, South Carolina. Boasting 60-proof strength (30% alcohol by volume), the moonshine is designed to evoke outdoor experiences—ideal for enjoying around a campfire or mixed in cocktails. Its jar label pays tribute to Field & Stream’s return to print media, closely mirroring the style of its latest magazine cover.
Looking Ahead to the Las Vegas Race and Beyond
This partnership not only brings a fresh collaboration to the NASCAR scene but also highlights the growing connection between motorsports and the outdoor lifestyle market. As Ty Dillon competes at Las Vegas Motor Speedway with this unique branding, the collaboration is expected to deepen fan engagement and open doors to further marketing ventures. Fans interested in the products can locate Sugarlands retailers via FindMoonshine.com, supporting ongoing brand growth and visibility in NASCAR circles and beyond.