Richard Petty, the iconic NASCAR driver known as “The King,” is expanding his influence beyond the racetrack through a new Richard Petty moonshine beverage partnership valued at $20 million. This collaboration with Sugarlands Distilling Company introduces Petty Punch, merging the world of racing with a bold new entry in the craft spirits industry.
The partnership will see Petty, celebrated for pioneering sponsorships in motorsports, bridge his historic brand with a modern, fruit-infused moonshine that promises both rich flavor and collectible appeal, officially launching in Gatlinburg, Tennessee, next month.
A Racing Legend’s Evolving Approach to Partnerships
Decades before moonshine entered Petty’s portfolio, he made history by embracing non-automotive endorsements as a NASCAR trailblazer. Beginning in the late 1970s, Petty became the face of Goody’s Powder—a notable move at a time when sponsoring races was still developing. His iconic #43 car attracted major brands, including Valvoline, McDonald’s, Siemens, Reynolds Wrap, Charter Communications, and the U.S. Air Force, illustrating Petty’s adaptability both on and off the track.
Petty’s integrity guided his earlier decision to forgo alcohol sponsorships, honoring a promise to his mother. Nonetheless, Richard Petty Motorsports broadened its sponsor base in later years, notably teaming up with Twisted Tea in 2014 for significant NASCAR events. More recently, Petty championed Petty ICON wine, created with North Carolina’s Shelton Vineyards, which debuted in 2024 as a charity initiative honoring his grandson, Adam Petty, and supporting Victory Junction.
The latest $20 million venture with Sugarlands builds directly on this foundation. Petty’s consistent flair for innovative, meaningful brand partnerships is again center stage, now merging NASCAR’s enduring spirit with craft beverage artistry.
Introducing Petty Punch: A Moonshine with a NASCAR Twist
Sugarlands, a rising craft distillery in the Smoky Mountains region, teams up once more with Petty for Petty Punch—a 50-proof, 25% ABV fruit juice-infused moonshine set to energize both racing and spirits fans. The new product was revealed by Adam Stern of Sports Business Journal on social media, highlighting the momentum behind the partnership:
.@SugarlandsShine next month will release a new product with NASCAR legend Richard Petty, with a 25% ABV fruit juice moonshine called Petty Punch.➡️ @TheRichardPetty and Sugarlands first partnered on a limited-edition whiskey release last year. pic.twitter.com/KLbkFEtLej— Adam Stern (@A_S12) July 23, 2025
This innovative beverage will launch on Friday, August 8, at Sugarlands’ signature Gatlinburg Distillery. Fans can meet Richard Petty in person between 2 p.m. and 4 p.m., with each 750mL collectible jar featuring the distinctive silhouette of Petty—a detail sure to resonate with loyal supporters and collectors alike.
Reflecting on the partnership, Petty shared his enthusiasm:
It’s always a pleasure to work with my friends at Sugarlands, and Petty Punch is one that we’ve had a lot of fun putting together,
—Richard Petty, Racing Legend. He went on to add,
I’m excited to see this product come to life and proud to put my name on it. I think fans will really enjoy it, too, whether they’re sipping it or displaying it on their shelf.
—Richard Petty, Racing Legend.
This launch follows the successful 2024 collaboration between Sugarlands and Petty, which resulted in the Roaming Man Richard Petty Rye Whiskey, an immediate hit with fans and collectors. Petty Punch aims to channel that same energy, appealing to both spirit enthusiasts and NASCAR devotees by offering more than just a unique drink—it’s a celebration of Petty’s lasting persona.
Building on a Track Record of Innovation at Sugarlands Distilling
Patrick Sullivan, Chief Revenue Officer at Sugarlands, commented on the ongoing collaboration:
We’ve had the privilege of working with Richard on some very special projects, and Petty Punch is a true reflection of his enduring legacy,
—Patrick Sullivan, Sugarlands Chief Revenue Officer. He continued,
With this release, we wanted to create something that celebrates Richard in a fun, authentic way, while creating something that fans can enjoy and collectors will be eager to get their hands on.
—Patrick Sullivan, Sugarlands Chief Revenue Officer.
Sugarlands’ location in Gatlinburg, Tennessee, draws over a million visitors annually to its award-winning tasting room, earning accolades like America’s best craft spirits tasting room by USA Today for two consecutive years. Its product line boasts favorites such as Sugarlands Shine, Sugarlands Sippin’ Cream, Roaming Man Whiskey, and collaborations like High Rock Vodka with Dale Jr. and Amy Earnhardt.
The distillery’s credentials are further enhanced by honors at industry events, including Best Whiskey at the 2019 American Craft Spirits Association Awards and multiple Double Gold medals at the San Francisco World Spirits Competition. With Petty Punch, Sugarlands underscores its mission to blend storytelling, craftsmanship, and celebrity heritage in each bottle.
Reconnecting NASCAR Heritage with Modern Culture
The decision to launch a Richard Petty moonshine beverage partnership is layered with history, nodding to NASCAR’s rural roots where moonshine runners played a foundational role in early stock car racing. That connection, paired with the sport’s embrace of contemporary branding, positions Petty Punch as both an homage and a reinvention.
Through this project, Petty acknowledges the lasting influence of racing legends, while Sugarlands appeals to a devoted fanbase eager for both nostalgia and novel flavors. The beverage’s debut also leverages Petty’s persona and narrative, presenting NASCAR as a living tradition, constantly evolving yet grounded in Americana.
NASCAR’s Crossover with Country Music Amplifies the Legacy
Richard Petty isn’t just making waves in the spirits industry—he’s also rejoining the spotlight in a different cultural arena. The upcoming Luke Combs music video for “Back in the Saddle” stars Petty and fellow racing icon Dale Earnhardt Jr., bringing the NASCAR community closer to country music fans and amplifying the sport’s reach.
Earnhardt Jr., significantly involved in shaping the video, described his creative approach:
Why don’t we go to a short track and use one of the late-model stock cars? It’ll shine a light on grassroots racing… we wrapped two of our late models and mounted cameras all over one,
—Dale Earnhardt Jr., NASCAR Driver.
Regarding Petty’s much-anticipated cameo, Earnhardt revealed,
He kind of comes in at the end. He’s like, ‘Hey, my turn. I want to run. I want to drive.’
—Dale Earnhardt Jr., NASCAR Driver, adding a layer of humor and generational respect to the video’s narrative.
Expressing his gratitude, Earnhardt said,
I was honored to be asked. I’m thankful that Luke and his team thought of me and Richard… pretty cool opportunity.
—Dale Earnhardt Jr., NASCAR Driver.
Luke Combs himself shared the anticipation:
Music video will be out with the song this Friday. Can’t wait for y’all to see it.
—Luke Combs, Musician.
These collaborations reinforce the enduring charisma of Petty. Quick glimpses show Junior racing at Tri-County Motor Speedway, with Petty’s surprise appearance stirring nostalgic energy among fans. The alignment of country music and NASCAR heritage not only celebrates past achievements but also redefines how fans experience both culture and sport.
Reflecting on his racing return, Earnhardt Jr. hinted at more competition:
I’ll be running there later this year… I ran 25 really hard laps,
—Dale Earnhardt Jr., NASCAR Driver, emphasizing his ongoing passion for grassroots events though not a full-time comeback.
What This Means for NASCAR and Craft Spirits
Richard Petty’s moonshine beverage partnership with Sugarlands sets a contemporary benchmark for celebrity branding, drawing on decades of motorsport tradition and a deep connection with fans. Both the beverage launch and Petty’s continued presence in American culture highlight how sport, storytelling, and enterprise can merge into powerful new products and experiences.
As August 8 approaches, anticipation grows for Petty Punch’s impact—not only as a collectible or a local tasting-room favorite, but as a symbol of NASCAR’s ability to adapt and innovate. With legendary figures like Petty at the helm, merging heritage with fresh ideas ensures that the sport’s narrative remains vibrant and resonant across generations.
Our Reader’s Queries
Q. Does Richard Petty have health issues?
A. “Racing and competing are important to me, but I was surprised by the challenge of prostate cancer,” Richard Petty shared. “As someone who overcame prostate cancer and supports veterans, I believe it’s vital for veterans to discuss this illness with others and reach out for help.”
Q. Why does Richard Petty always wear glasses?
A. Similar to the hat, the sunglasses are part of his signature style. He started wearing them to create a recognizable image.
Petty mentioned that these sunglasses make him feel secure. With his hat and glasses on, he feels free to express himself without worry.
Q. Was Richard Petty a smoker?
A. Tobacco has been a big part of Richard Petty’s life, just like stock cars. When he was a child in North Carolina, he helped on his uncle’s tobacco farm. He used to chew tobacco, dip snuff, and smoke cigars, but he completely stopped using tobacco five years ago.
