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High Rock Vodka Knoxville Launch: Already Giving Back to the Community

High Rock Vodka Knoxville Launch: Already Giving Back to the Community

High Rock Vodka, a premium, handcrafted vodka co-created by Dale Earnhardt Jr. and Amy Earnhardt in collaboration with Sugarlands Distilling Company, celebrated its East Tennessee launch on Thursday, July 14 at Five Thirty Lounge in downtown Knoxville. The invitation-only event brought elected officials, local food and beverage influencers, and the Knoxville press together for an evening celebrating the great product – and something even bigger.

The event also served as the commencement for a digital charity auction that will support our neighbors in need. Sugarlands is hosting a digital charity auction benefitting the Northview-Kodak Fire Department in Kodak, which helped contain a fire at Sugarlands’ production facility in March of this year. Just a few weeks later, the same fire truck that battled flames at the distillery, Engine 44, was destroyed while battling a wildfire in nearby Wears Valley. The auction will raise funds needed to replace the 21-year-old fire truck and other equipment, which will cost approximately $600,000. Insurance only covered $158,000. Donations can also be made outside of the auction.

The auction, which will remain open through July 24, includes once-in-a-lifetime experiences and items such as:

Dinner with Dale Earnhardt Jr. and Amy Earnhardt

● Chipper Jones autographed baseball

● VIP race day ticket and a pace car ride at Bristol Motor Speedway for the September 17 night race

● Sugarlands Shine Gatlinburg Vacation Package

The MCG team was honored to play a part in the successful event and is looking forward to seeing the impact the auction has on the Northview-Kodak Fire Department. We would also like to thank our friends at WATE and WVLT for already sharing this meaningful story with viewers.