Sugarlands Distilling Co. Strengthens California Presence With Morales Beverage Group Partnership

Sugarlands Distilling Co. Strengthens California Presence with Morales Beverage Group Partnership

Strategic collaboration expands reach and impact for award-winning spirits brand across the Golden State

GATLINBURG, Tenn. – (August 1, 2025) – Sugarlands Distilling Company today announced a new distribution partnership with Morales Beverage Group (MBG) to further expand the availability of its award-winning portfolio of spirits throughout California.  

This new partnership with Morales Beverage Group enhances Sugarlands’ footprint in one of the country’s most influential and trend-setting markets. Through MBG’s extensive distribution network and market expertise, Sugarlands will gain deeper access to California’s top on- and off-premise accounts, including restaurants, bars, retail outlets, and event venues. “We’re proud to partner with Sugarlands Distilling Company to bring their award-winning portfolio to more consumers across California,” said Eduardo Morales, CEO of Morales Beverage Group. “At MBG, we are committed to aligning with brands that demonstrate excellence, authenticity, and long-term growth potential and Sugarlands exemplifies all three. We look forward to a successful partnership built on shared values and strategic execution.”

“Partnering with Morales Beverage Group is an exciting next step for Sugarlands as we expand our reach in California, one of the most influential markets in the country,” said Sugarlands Chief Revenue Officer, Patrick Sullivan. “MBG’s reputation and scale will help us bring our craft spirits to even more consumers across the state, building on the momentum we’ve created with our unique portfolio and innovative brand storytelling.”

Located in Gatlinburg, Tennessee, Sugarlands Distilling Company is a family-owned craft distillery known for its array of acclaimed spirits.  Since opening its doors in 2014, Sugarlands has grown into a house of award-winning brands, including Sugarlands Shine, Sugarlands Sippin’ Cream, Roaming Man Whiskey, and High Rock Vodka, which is co-owned by racing legend Dale Earnhardt Jr. and wife Amy Earnhardt.

For more, visit Sugarlands.com, or to find Sugarlands at a retailer near you, visit FindMoonshine.com.

About Sugarlands Distilling Co.

Sugarlands Distilling Company is a family-owned craft distillery located in Gatlinburg, Tennessee. Since opening its doors in 2014, Sugarlands has grown into a house of award-winning brands, including Sugarlands Shine, Sugarlands Sippin’ Cream, High Rock Vodka and Roaming Man Whiskey.

Launched in 2022 in collaboration with Dale Earnhardt Jr. and his wife, Amy Earnhardt, 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 smooth and mellow the finish.

Roaming Man has received widespread industry acclaim, earning four Double Gold medals at the prestigious San Francisco World Spirits Competition over the past five years (2021, 2023, and two in 2025), and being named Best Whiskey in the 2019 American Craft Spirits Association Awards.

In 2023 and 2024, Sugarlands was voted the top craft spirits distillery tasting room in America by USA TODAY 10Best, and its downtown Gatlinburg distillery welcomes over one million visitors each year. A proud community supporter, Sugarlands Distilling Company has donated nearly $1 million to nonprofits nationwide through their giveback program, MoonShare.

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