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Sugarlands Organizes Digital Charity Auction Benefitting Local Fire Department

High Rock Vodka

Sugarlands Organizes Digital Charity Auction Benefitting Local Fire Department

GATLINBURG, Tenn. (July 14, 2022) – Sugarlands Distilling Company today announced the launch of a digital charity auction benefitting the Northview-Kodak Fire Department in Kodak, Tennessee. The Northview-Kodak and Sevierville Fire Departments helped contain a fire that broke out on the loading dock of Sugarlands’ new production facility in Kodak on March 7 of this year. On March 30, the same Northview-Kodak fire truck that battled flames at the Sugarlands Kodak distillery, Engine 44, was destroyed while battling a wildfire in nearby Wears Valley.

The online charity auction will run July 14-24 on eBay for Charity and feature items from Sugarlands celebrity and athlete partners including NASCAR Hall of Famer and High Rock Vodka co-owner Dale Earnhardt Jr., Baseball Hall of Famer Chipper Jones, platinum-selling recording rock artists O.A.R., the Atlanta Braves, country music superstar Cole Swindell and more. Some of the major items that will be featured in the auction include:

●  Dinner with Dale Earnhardt Jr. and Amy Earnhardt

●  Beers with Two-Time Daytona 500 Champion Michael Waltrip

●  Chipper Jones + Atlanta Braves Package Including Four Tickets, a Jones Autographed Baseball and more

●  Cole Swindell Autographed Guitar and Concert Tickets

●  O.A.R. Concert Tickets with VIP Sound Check & Autographed Vinyl

●  Rahal Letterman Lanigan Race Team Indianapolis 500 VIP Package

Bids can be placed on items through noon on Sunday, July 24 at

“We’ve always been proud supporters of first responders, but experiencing their quick actions to contain the fire at our new facility took that appreciation to a whole new level,” said Ned Vickers, president and founder of Sugarlands Distilling Company. “When we learned that the Northview-Kodak Fire Department lost the same truck that helped save our facility, it was no question that we wanted to step up to help them get a new truck.”

Funds raised from the auction will help the department replace the 21-year-old fire truck and other equipment lost, which will cost upwards of $600,000 total. Insurance only covered $158,000 towards a new truck and equipment.

“This truck has been with us for over two decades, containing many fires and also serving as the centerpiece of many community gatherings,” said Daniel Willis, Northview-Kodak Fire Department public information officer. “Insurance covered only a small portion of what was lost, so we are incredibly thankful for the support from Sugarlands to help us get a new truck that will help us serve our neighbors in Sevier County.”

Members of the Northview-Kodak Fire Department and Sugarlands executives will celebrate the auction commencing in conjunction with the official Knoxville launch of High Rock Vodka during a special event Thursday evening. The event will take place at Five-Thirty Lounge (530 S Gay Street), atop the Hyatt Place Hotel in downtown Knoxville beginning at 5:30 p.m. Admittance to the event is by invitation only.

Production of High Rock Vodka and other Sugarlands products would have been severely hindered without the Northview-Kodak and Sevierville Fire Departments’ actions on March 7. Sugarland’s state-of-the-art production facility opened in July 2021 and encompasses 58,864 square feet of space featuring a distillery, barrelhouse, lab, bottling room and more. It’s the fourth largest distillery production operation in Tennessee and home to the country’s largest copper pot still with a capacity of 4,500 gallons. Since launching in 2014 in Gatlinburg, Sugarlands has rapidly expanded both its offerings and availability across the country.

“We had reached maximum production capacity at our flagship distillery, so the Kodak facility is crucial for us to meet consumer demands and further expand our distribution footprint,” said Patrick Sullivan, Sugarlands’ chief revenue officer. “If it wasn’t for the heroic work of our local first responders to stop the loading dock fire, I don’t know if we would be where we are today. We are forever grateful.”

About Sugarlands Distilling Co.

Sugarlands Distilling Company is a craft distillery located in Gatlinburg, Tennessee. Producers of award-winning moonshine, rum, cream liqueurs and rye whiskey, Sugarland spirits are distributed in 42 states and made available for home delivery via Reserve Bar. Sugarlands hand-crafted cocktails can be sipped in restaurants, bars, and festivals across the country, as well as on the Back Porch located at the downtown Gatlinburg, Tennessee distillery.

The Sugarlands distillery welcomes more than one million guests each year and is rated as TripAdvisor’s number 1 thing to do in Gatlinburg as well as the world’s top-rated distillery experience. A proud supporter of the community, Sugarlands Distilling Company has donated over $675,000 to nonprofits across the country through their giveback program, MoonShare.

For more information, please visit and follow Sugarlands on Facebook, Instagram and Twitter @SugarlandsShine.

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 remove any impurities. 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 and follow High Rock on Facebook, Instagram and Twitter @HighRockVodka

Media Contacts:
Sammy Eanes

Sugarlands Distilling Co.

[email protected]