Sugarlands Distilling Company and Breakthru Beverage Group Announce Distribution Partnership

Sugarlands Distilling Company and Breakthru Beverage Group Announce Distribution Partnership

New collaboration supports Sugarlands’ continued growth across Colorado, Wisconsin and Arizona

GATLINBURG, Tenn. – (September 2, 2026) – Sugarlands Distilling Company and Breakthru Beverage Group, one of the leading beverage wholesalers in the United States and the largest broker in Canada, today announced a new distribution partnership across Colorado and Wisconsin, with Arizona set to follow soon. The partnership strengthens Sugarlands’ distribution network as the company continues to align with strategic partners that support the long-term growth of its expanding house of brands.

With extensive sales capabilities and deep local market knowledge, Breakthru will provide additional resources to support Sugarlands’ brands in each market, from strengthening customer relationships to creating new opportunities to reach consumers. The collaboration further supports Sugarlands’ efforts to build momentum across its portfolio and drive continued growth across premier on- and off-premise accounts.

“Finding the right partners in key markets is critical to the long-term growth of our brands, and Breakthru brings the scale, expertise and market knowledge we’re looking for,” said Ned Vickers, President and CEO of Sugarlands Distilling Company. “As a fellow family-owned company, they also understand the importance we place on relationships and building brands for the long term. We’re excited to work alongside their team to continue our momentum in Colorado, Wisconsin and Arizona.”

The new partnership comes as Sugarlands continues to expand its portfolio and strengthen its position as a growing house of spirits brands. In addition to its established Sugarlands Shine and Sugarlands Sippin’ Cream lines, the company’s portfolio includes High Rock Vodka, Roaming Man Whiskey and Broken Antler Flavored Whiskey. Sugarlands also partners with Azulejos Artisan Tequila to support the brand’s continued national growth and distribution.

“We continue to see significant opportunity across the spirits category and are excited to partner with brands like Sugarlands that bring together quality, distinctive flavors and compelling storytelling,” said Nate Phippen, EVP Breakthru Beverage Colorado. “Sugarlands has built tremendous momentum and a passionate consumer following. We look forward to building on that foundation, accelerating growth and introducing the brand to even more consumers across Colorado, Wisconsin and Arizona.”

Breakthru Beverage Group represents more than 6,000 wine, spirits, beer and non-alcoholic brands. The family-owned company operates across 16 U.S. markets and Canada, combining an extensive sales and logistics network with consumer insights and brand-building expertise.

Located in Gatlinburg, Tennessee, Sugarlands Distilling Company is a family-owned craft distillery known for its award-winning spirits and one of the most visited distilleries in the country.

About Sugarlands Distilling Co.

Sugarlands Distilling Company is a family-owned craft distillery located in Gatlinburg, Tennessee. Since opening its doors in 2014, Sugarlands has grown into a house of award-winning brands, including Sugarlands Shine, Sugarlands Sippin’ Cream, High Rock Vodka, Roaming Man Whiskey and Broken Antler Flavored Whiskey. The company also partners with Azulejos Tequila, a family-owned ultra-premium tequila brand, to support national growth and distribution.

Launched in 2022 in collaboration with Dale Earnhardt Jr. and his wife, Amy Earnhardt, 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 smooth and mellow the finish.

Roaming Man has received widespread industry acclaim, earning four Double Gold medals at the prestigious San Francisco World Spirits Competition over the past five years (2021, 2023, and two in 2025), and being named Best Whiskey in the 2019 American Craft Spirits Association Awards.

Sugarlands’ vibrant Gatlinburg Distillery has been voted the top craft spirits distillery tasting room in America by USA TODAY 10Best for three consecutive years (2023-2025). It welcomes over one million visitors each year. A proud community supporter, Sugarlands Distilling Company has donated nearly $1 million to nonprofits nationwide through their giveback program, MoonShare.

About Breakthru Beverage Group

Breakthru Beverage Group is one of the leading beverage wholesalers in the United States and the largest broker in Canada, representing a portfolio of premier spirits, wine, beer, and non-alcoholic brands. Breakthru is family-owned and operates in 16 markets with more than $8.6 billion in annual sales and a team of 9,000 dedicated associates. The company delivers world-renowned beverage brands to the doorsteps of North America’s retail, convenience, bar, and restaurant businesses, and has been named a “U.S. Best Managed Company” for five years in a row.

###