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Where to buy High Rock vodka as Dale Earnhardt Jr and wife launch drink

Amber Peake January 26, 2022
2021 NASCAR Hall of Fame Induction Ceremony
Photo by Chris Graythen/Getty Images


NASCAR racer Dale Earnhardt and wife Amy have announced they are launching their own premium vodka, High Rock. Fans are now curious to know where to buy it. 

The new venture is in partnership with Sugarlands Distilling Company, which will be producing the new beverage from its Tennessee distillery. The couple announced the launch last week and since, it has caught the attention of fans after Dale tweeted about his attempt at sending some bottles to rapper Post Malone. 

As the tweet sparks curiosity into the new beverage, some have wondered where and when the High Rock vodka will be available to buy. Let’s take a look…

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Dale Earnhardt Jr announces High Rock vodka

Last week (18 January), NASCAR champion Dale Earnhardt Jr and his wife Amy announced the launch of their own premium vodka, High Rock which will be produced by Sugarlands Distilling Company in its distillery in Gatlinburg, Tennessee.

The launch comes as Sugarlands announced a partnership with Dale and Amy Earnhardt in September last year. As per the High Rock website, its name reflects celebrating “life’s great accomplishments and milestones” with friends and family.

The drink seems to have caught the attention of fans this week following an awkward encounter while Dale tried to send rapper Post Malone some High Rock. 

Taking to Twitter on Tuesday (25 January), he revealed he texted a number he thought was Post Malone about sending some High Rock, but it turned out the rapper had changed his number, and Dale was actually texting a stranger. 

Photo by Chris Graythen/Getty Images
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When will High Rock be released? 

As per a press release on the Sugarlands website, the High Rock vodka will be released in February 2022 but it will initially only be available in Florida. It will then hit the shelves nationwide from April. 

The February release comes at the same time as the prestigious NASCAR race Daytona 500, which is set to go ahead on 20 February also in Florida. Dale himself is a two time Daytona 500 winner, having won the race in both 2004 and 2014. 

Over the past week, The High Rock Twitter account has hinted that the new vodka will feature at the racing event: 

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Where will the High Rock vodka be avalible to buy

Following its nationwide release in April, fans will be able to purchase High Rock in stores across the US. Those unsure of where Sugarlands spirits are stocked near them can use the Sugarlands store locator here

If there isn’t a local store nearby, while responding to a customer query regarding how to get the spirit locally, the official High Rock Twitter advised customers they can also reach out to their local liquor stores to stock the new drink: 

As per a post on the Sugarlands Distilling Company Instagram, those nearby to Sugarlands distillery in Gatlinburg, Tennessee can also purchase a bottle there from February:

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Amber is an entertainment journalist with a love for anything showbiz, celeb or reality TV. After graduating with a degree in Journalism at Brunel University she became a Showbiz Reporter at Having written for both HITC and The Focus, Amber is now a staff writer for The Focus covering the latest celeb and entertainment trends.