Sugarlands Distilling Co., Gatlinburg, Tenn., announced a multifaceted partnership with platinum-selling recording artists O.A.R. The collaboration will celebrate O.A.R.’s 25th anniversary and include two specialty products from Sugarlands bearing the band’s name.
First, Sugarlands will release a super small-batch special edition of its Roaming Man Tennessee Straight Rye Whiskey finished in honey barrels using Pap’s Hilltop Honey, a family-owned multi-generational bee apiary in Southern Ohio. To produce this limited-run edition, Roaming Man Straight Rye Whiskey barrels were emptied, then refilled with Pap's Hilltop Honey. The honey aged in the barrels for six months before being emptied and refilled with 32- to 36-month Roaming Man Tennessee Straight Rye Whiskey where it rested for an additional 22 months.
The limited-run release only is available in a gift pack that includes one 375-ml bottle of Roaming Man and two neat tasting glasses in special O.A.R. packaging. Only 1,000 bottles of limited-edition Roaming Man O.A.R. 25th anniversary gift packs are being produced for this release.
The Roaming Man O.A.R. 25th anniversary gift pack will be available for purchase exclusively online. For information on release dates and how to purchase the limited-edition Roaming Man O.A.R. 25th anniversary gift pack, consumers can sign up for the official O.A.R. fan newsletter at LiveOAR.com.
In addition, Sugarlands will release Jammin’ Peach, a ready-to-drink (RTD) moonshine cocktail in collaboration with O.A.R. Jammin’ Peach blends the sweet and velvety taste of ripe summer peaches with Sugarlands’ signature moonshine, it says. Jammin’ Peach will be available beginning in summer 2022.
As part of the partnership, Sugarlands will become the Official Moonshine of O.A.R. and Roaming Man will become the Official Whiskey of O.A.R.
“We are so excited to welcome O.A.R. to the Sugarlands family and help the band celebrate its 25th anniversary,” said Ned Vickers, president and founder of Sugarlands Distilling Co., in a statement. “To enjoy that kind of longevity in the music business while gaining such a loyal, passionate following along the way is a testament to the band's commitment to its craft and ability to connect with fans, which are two things we greatly appreciate at Sugarlands.”
Yesterday O.A.R. announced its 2022 tour alongside Dispatch. The tour kicks off July 15 in Phoenix and concludes Sept. 10 in Dallas. Tickets for O.A.R. x Dispatch 2022 go on sale to the public Dec. 10.
In conjunction with O.A.R.’s 2022 tour, Sugarlands will host contests and giveaways on its social media channels next summer, including tickets to O.A.R. concerts, autographed merchandise, VIP experiences and more.
“Partnering with Sugarlands to develop these releases and help us celebrate our 25th anniversary as a band has been a great experience,” said O.A.R. lead singer Marc Roberge. “We hope our fans grab some Roaming Man and Jammin’ Peach, then make plans to join us as we hit the road next summer.”
O.A.R. is the second platinum recording artist to partner with Sugarlands on specialty releases. The craft distillery also has a multi-year partnership with Grammy-nominated country superstar Cole Swindell on lines of Pre-Show Punch and Peppermint Moonshine carrying Swindell’s name. In addition to music collaborations, Sugarlands also has strategic partnerships with the 2021 World Series Champion Atlanta Braves, New Orleans Saints, the PGA of America, Dale Earnhardt Jr. and wife, Amy Earnhardt, as well as multiple Speedway Motorsports properties.
Sugarlands Chief Revenue Officer Patrick Sullivan negotiated the O.A.R. partnership by working with Red Light Management Chief Strategy Officer Bruce Flohr and Senior Vice President of Corporate Development Dave Campbell.
“We have great respect for O.A.R. as well as Bruce, Dave and the entire team at Red Light Management. Forging this partnership deepens our roots in the music community while opening up opportunities with a whole new segment of fans,” Sullivan said. “Through their two decades together, O.A.R. has entertained millions of fans worldwide, and working with such a recognizable name in music creates great value for our distribution partners.”
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