After Dale Earnhardt Jr retired from racing, he opted to invest his time into multiple different ventures. This extends from launching a leading podcast media organization called Dirty Mo Media to co-owning his family-owned NASCAR Xfinity Series racing team. Now, in addition to that, Junior and his wife Amy have started their own alcoholic beverage venture.

The Earnhardt’s partnered with Sugarlands Distilling Co. in order to launch their new Vodka company which they named, High Rock Vodka.

During an interview, Junior stated, “I wanted to have ownership in it and have something long-term that I could pass on to my kids. Everything I’m focusing on now is equity things that should succeed long term.”

Adding, “When they decided they wanted to get into the vodka business, they said this might be something you’re interested in and they were interested in having me as part of the ownership team. I was patient and waited for the right opportunity.”

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Their product is an 88 percent proof vodka, which pays a tribute to his racing number during the later stages of his racing career. Junior mentioned how Amy had given up on most of her professional pursuits as Earnhardt Jr went out racing.

She supported her completely, throughout his career and in return, now that Junior is retired, he wanted Amy to pursue her professional goals.

How did dale Earnhardt and Sugarlands Distilling Co meet

Sugarlands Distilling Co who are an equity investor in the Earnhardt family vodka business, met Junior and his wife long before they actually started the brand.

Junior mentioned that the company came to them a few years prior in NASCAR. They also got the opportunity to hold talks regarding how they could end up working together. He also stated that he was really interested to create his own alcohol brand during that point in time.

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Moreover, Sugarlands is a well-known company from Tennessee that specializes in moonshine.