On February 10, 2026, Progressive American Flat Track, under AMA Pro Racing sanctioning, announced a multi-year alliance with Sugarlands Distilling Company. This partnership establishes Sugarlands as the Official Moonshine brand of the series and designates its recently introduced Broken Antler Flavored Whiskey as the Official Whiskey of American Flat Track. The collaboration aims to deepen the connection between the flat track racing community and Sugarlands, a respected name in the craft distilling industry.
The partnership kicks off with the 2026 racing season, spotlighting Sugarlands prominently at season-opening events. Serving as the entitlement sponsor of the Sugarlands American Flat Track Kick-Off Party, the distillery will also be the presenting sponsor of the Mission Foods Award Party, enhancing its visibility and involvement throughout the season’s key moments.
Connecting Racing Fans with Sugarlands’ Craft Spirits and Experiences
Located in Gatlinburg, Tennessee, Sugarlands is a family-operated craft distillery recognized for a diverse portfolio that includes Sugarlands Shine, Sugarlands Sippin’ Cream, High Rock Vodka, Roaming Man Whiskey, and the new Broken Antler Flavored Whiskey. The latter offers a bold yet approachable whiskey experience, broadening Sugarlands’ appeal among spirit enthusiasts.
Throughout the 2026 season, Sugarlands will activate fan engagements at two major races: March 21 in Atlanta and August 22 in Peoria. These activations will bring the spirit of the Smoky Mountains to the race tracks through interactive experiences celebrating the lifestyle and close-knit community that defines American Flat Track racing. Additionally, Mark and Digger, stars from the popular television series Moonshiners, will serve as Grand Marshals at both events and hold exclusive meet-and-greet sessions with fans, amplifying the partnership’s appeal.
“American Flat Track is built on passion, authenticity and community, creating a natural alignment with who we are as a brand,’ said Patrick Sullivan, Sugarlands chief commercial officer. “We’re excited to tap into the culture surrounding the sport and bring our award-winning moonshines and new Broken Antler Flavored Whiskey to the track in a fun, engaging way throughout the 2026 season and beyond.
Season Opener and Fan Celebrations Centered Around Sugarlands
The Sugarlands American Flat Track Kick-Off Party, Presented by Giuseppe’s Steel City Pizza and Jostens, will serve as the main gathering point for fans, riders, and industry leaders before the season’s green flag drops. The party promises specially crafted cocktails featuring Sugarlands Shine and Broken Antler Flavored Whiskey to celebrate the start of the AMA Pro Racing season. Additional details about fan activities and event highlights will be made available in the weeks leading up to the opener.
The 2026 season launches with the Royal Enfield Short Track events DAYTONA I & II, scheduled for March 5 and 6 at Daytona International Speedway, Florida. Fans can watch every race live on FloRacing and access the latest Grand National Championship apparel through American Flat Track’s online store, maintaining high engagement throughout the season.
Sugarlands Distilling Company: Craftsmanship and Community Dedication
Since its founding in 2014, Sugarlands Distilling Company has transformed into one of America’s leading craft distilleries. Their acclaimed product lineup includes Sugarlands Shine, Sugarlands Sippin’ Cream, and High Rock Vodka—a brand launched in partnership with Dale Earnhardt Jr. and Amy Earnhardt. High Rock Vodka undergoes seven distillations and triple filtration using the Tennessee-made Lincoln County Process, recognized for its sugar maple charcoal filtering technique that refines the spirit’s smoothness.
Roaming Man Whiskey stands out within Sugarlands’ offerings, having earned four Double Gold medals at the San Francisco World Spirits Competition between 2021 and 2025, as well as the Best Whiskey award from the American Craft Spirits Association in 2019. The Gatlinburg Distillery, home to these celebrated brands, has been voted the nation’s best craft spirits distillery tasting room by USA TODAY 10Best for three consecutive years (2023-2025), attracting over one million visitors annually.
Beyond distilling, Sugarlands exemplifies community support through their MoonShare giveback program, which has contributed nearly $1 million to nonprofits across the United States.
About AMA Pro Racing and Progressive American Flat Track Series
AMA Pro Racing serves as North America’s premier professional motorcycle racing organization, conducting a comprehensive calendar of events and championships from its headquarters in Daytona Beach, Florida. Progressive American Flat Track, sanctioned by AMA Pro Racing, holds the distinction of being the oldest and most prestigious dirt track motorcycle racing series globally, showcasing elite talent across multiple racing disciplines through its long-standing championship history.
Looking Ahead: The Future of Sugarlands’ Role in American Flat Track
The partnership between Sugarlands Distilling Company and Progressive American Flat Track represents a vibrant fusion of heritage, culture, and community spanning craft spirits and motorcycle racing. By bringing its flavors and brand experience directly to racing events, Sugarlands anticipates building deeper fan connections and expanding its presence within the sport’s passionate audience. With important activations planned in key markets like Atlanta and Peoria, coupled with the involvement of popular figures such as Mark and Digger from Moonshiners, the collaboration is positioned to enhance the entertainment experience extensively during the 2026 season and beyond.
