High Rock Vodka Expands Landon Huffman and Huffman Racing Partnership

Huffman Racing

 High Rock Vodka today announced an expanded partnership with Landon Huffman and Huffman Racing for 2024, encompassing nearly a dozen races across multiple series, including primary sponsorship of a modified car for the first time. 

The craft vodka brand will appear on the No. 98 Shamrock Motorsports modified that Huffman will pilot throughout the World Series of Asphalt at New Smyrna Speedway. Huffman will drive the No. 98 High Rock tour modified in five races over five days at the World Series of Asphalt beginning Monday, February 12, and culminating with the Ritchie Evans Memorial 100 on Friday, February 16. 

High Rock will also serve as the primary sponsor for five of Huffman’s races on the CARS Tour, where he will drive the No. 37 late model for Jimmy Mooring Racing, including a four-race stretch beginning at Huffman’s home track of Hickory Motor Speedway on Saturday, April 6 through the CARS Tour stop at North Wilkesboro Speedway on Wednesday, May 15. Huffman was named the 2023 CARS Late Model Stock Tour Most Popular Driver.

On Saturday, October 19, High Rock will support Huffman as he performs double duty at North Wilkesboro Speedway, driving the No. 37 late model in the CARS Tour finale and the No. 98 modified in the SMART Tour event held that afternoon. High Rock will serve as the primary sponsor on both cars. 

The World Series of Asphalt and the entire 2024 CARS Tour will air live on Flo Racing.

“I am honored to extend my partnership with High Rock Vodka and my friends at Sugarlands Distilling Company for 2024,” said Huffman. “We developed a strong core in our first year working together and I’m confident we will continue to do more of that in the coming season. Thank you to Sugarlands staff and the Earnhardts for believing in a short track racer.”

In addition to the CARS Tour and modified races, High Rock Vodka will support Huffman at various other touring and weekly series events on the No. 75 late model throughout 2024. High Rock and Huffman will also collaborate on content chronicling Huffman’s 2024 season.  

“Landon has been a tremendous ambassador for High Rock, and we’re thrilled to continue supporting his on-track efforts in 2024,” said Patrick Sullivan, Sugarlands chief revenue officer at Sugarlands Distilling Company, who produces High Rock in partnership with Dale Jr. and Amy Earnhardt. “We’re big believers in Landon as he exemplifies what it means to go after your dreams and strive for those High Rock Moments with everything you have. “ 

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 smooth and mellow the finish. High Rock has won nearly a dozen prestigious awards, including Double Gold at the 2022 John Barleycorn Awards and being voted Best Craft Vodka in the 2023 USA TODAY 10Best Reader’s Choice Awards. High Rock checks in at 88 proof, a nod to the number Earnhardt drove for a decade in the NASCAR Cup Series.

Sugarlands Distilling Co. PR

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