Adding more to his portfolio as an entrepreneur, former NASCAR driver Dale Earnhardt Jr. has recently announced a new venture with his wife, Amy Earnhardt. The couple have launched a new brand of vodka called “High Rock,” and it is surely going to be a hit considering how it is positioned in the market.

The product is created or, in this case, distilled by one of the biggest distilleries in the world, Sugarlands Distilling Company.

But despite the heavy-hitters associated with the brand, it is reported that one bottle of High Rock will cost $17.99.

Dale Earnhardt Jr. described his excitement at partnering up with Sugarlands. He stated, “We’re so excited to partner with Sugarlands to introduce High Rock Vodka.”

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“Sugarlands’ commitment to producing excellent spirits and its great family atmosphere attracted us to the brand and makes our partnership an easy, natural fit. I’m most excited about the launch of High Rock because it’s something that Amy and I can do together.”

Dale Earnhardt Jr. – The Entreprenuer

The JR Motorsports owner’s past and present endeavors include a wide variety of businesses and companies.

Earnhardt Jr. owned Hammerhead Entertainment, a media production company. He also co-owns a line of restaurants called Whiskey River Beer and Wings. FilterTime, an air filter company, is another brand that Dale Jr. co-owns.

Then there’s his own podcast, Dirty Mo Media.

And these are just some of the brands that Dale Earnhardt Jr. has his hands in. There are several other sources of income, including sponsorships and endorsements. In 2021, Earnhardt Jr’s net worth was an estimated $300 million.

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He is the richest of all NASCAR drivers, active and past, and the way things are going for him, it seems his net worth will go up even more.