Back to News

February 7, 2023

High Rock Vodka partners with Landon Huffman for entire 2023 Hickory Motor Speedway season

(Photo: Adam Fenwick/NASCAR)

GATLINBURG, Tenn. (February 7, 2022) – High Rock Vodka today announced an extensive partnership with Landon Huffman that will include sponsorship of the Huffman Racing No. 75 Late Model Chevrolet throughout the 2023 Hickory Motor Speedway season.

Huffman enters the 2023 campaign as the defending NASCAR Advance Auto Parts Weekly Series (NAAPWS) Late Model Division Champion at Hickory Motor Speedway. Should Huffman repeat as champion at Hickory, he would be just the tenth driver to win consecutive championships in the six-decade history of the track, which has crowned a champion each year since 1959. Huffman’s father, Robert, accomplished the feat in 1988 and 1989. The 2023 NAAPWS Hickory Motor Speedway season begins Saturday, March 4, and spans 18 races, commencing with Championship Night on Saturday, September 16.

In addition to Hickory Motor Speedway, High Rock Vodka will support Huffman at various other yet-to-be-named races throughout 2023. High Rock and Huffman will also collaborate on content that will chronicle Huffman’s quest for consecutive championships at Hickory and other events.

“Working with High Rock Vodka and everyone at Sugarlands Distilling was a privilege last year, and I’m excited to expand that partnership this season,” said Huffman. “Winning the championship at Hickory Motor Speedway was a great accomplishment and it would be incredible to win back-to-back titles at the track, just like my dad did 34 years ago. I appreciate High Rock Vodka for supporting grassroots racing and race fans everywhere”

In addition to partnering with Huffman, High Rock will serve as the Official Vodka of Hickory Motor Speedway in 2023. Both partnerships are part of High Rock Vodka’s strategic initiative to help support local, regional, short-track and grassroots racing of all forms.

“The spirit of racing lies with drivers like Landon and tracks like Hickory,” said Patrick Sullivan, Sugarlands chief revenue officer. “We’re excited to support both this year as part of our commitment to grassroots racing while providing fans with engaging content that will showcase the heart and passion that Landon and all the other competitors at Hickory display each week.”

High Rock is a premium, handcrafted vodka created by Sugarlands Distilling Company in collaboration with Dale Earnhardt Jr. and Amy Earnhardt. 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 remove any impurities. The result is premium vodka that is undeniably smooth and pure. High Rock checks in at 88 proof, a nod to the number Earnhardt drove for a decade in the NASCAR Cup Series.

The High Rock Vodka Huffman Racing No. 75 will take “The World’s Most Famous Short Track” for the first time during open practice on Saturday, February 25. Huffman’s name will also be added to the Hickory Wall of Championships that evening, alongside his father and racing legends like Ralph Earnhardt, Ned Jarrett, Junior Johnson, Harry Gant, Jack Ingram and more.

The full 2023 NWAAPS Hickory Motor Speedway schedule is available at Race fans who can’t make it to Hickory in person can stream each NWAAPS race live on FloRacing.