Some whiskey brands are built around tradition. Others are built around trends. Broken Antler is built around attitude.
As Sugarlands Distilling Company has grown into a diversified house of brands, it has focused on creating spirits with distinct personalities and authentic appeal. Broken Antler Flavored Whiskey embodies that approach, with a lineup of bold, modern flavors designed to appeal to today’s whiskey drinkers, whether they’re sharing a round at the tailgate, mixing up a weekend cocktail or enjoying it as a shot.
Introduced in 2025, Broken Antler marked Sugarlands’ entry into the flavored whiskey category. Rather than extending an existing brand into the space, Sugarlands developed Broken Antler as a standalone identity designed to complement its award-winning Roaming Man Tennessee Straight Rye Whiskey.
The original Broken Antler lineup consisted of three flavors: Blackberry, Cold Brew Coffee and Hot Honey, all designed to appeal to drinkers through a combination of unique flavor profiles and a natural whiskey base. Sugarlands expanded the lineup, launching Salted Caramel and Spiced Apple in early 2026, with more flavors planned for the second half of the year.
Since opening its doors in 2014, Sugarlands has become one of the nation’s leading craft spirits producers, with a diverse portfolio including its award-winning moonshines and Sippin’ Creams. The company expanded into vodka in 2022 by partnering with Dale Earnhardt Jr. and Amy Earnhardt to launch High Rock Vodka, while Roaming Man Whiskey has gone on to win some of the industry’s most prestigious awards, including Best Whiskey at the American Craft Spirits Association Awards and multiple Double Gold medals at the San Francisco World Spirits Competition. Together, those brands have established Sugarlands’ reputation as a producer of quality spirits, providing a foundation for launching Broken Antler.
“We’ve spent the past decade-plus building a reputation for crafting award-winning spirits across multiple categories, and Broken Antler allows us to bring that same spirit and innovation to an entirely new offering,” said Sugarlands President and Founder Ned Vickers.[
Broken Antler was developed around lifestyle occasions where flavored whiskey has seen increased adoption, including outdoor recreation, tailgating and social gatherings. The brand positioning reflects Sugarlands’ broader philosophy of building products around real consumer occasions rather than simply extending product lines.
“We’ve always loved how whiskey brings people together,” Vickers said. “But we also saw an opportunity to create something that felt a little more playful and approachable, something that fit the kind of moments people were already having around campfires, at tailgates or entertaining with friends.”
For Sugarlands Master Distiller Greg Eidam, Broken Antler reflects the company’s long-term innovation strategy within the whiskey category.
“With Broken Antler, we wanted to build something completely new that reflects the same dedication to quality and craftsmanship that Roaming Man and all our spirits are known for,” Eidam said. “This line is not about recreating Roaming Man in a flavored format but about expanding our whiskey portfolio in a way that is accessible, distinctive and built for drinkers who appreciate both flavor and quality.”
The development process emphasized flavor balance and drinkability, two areas Eidam identified as critical to long-term success in the flavored whiskey segment.
“Broken Antler was crafted to stand on its own,” Eidam said. “We took a thoughtful approach to flavored whiskey, putting emphasis on balance and how each flavor interacts with the base spirit. Every Broken Antler flavor is designed to be bold and approachable, while still letting the whiskey play its role.”
Broken Antler is another example of Sugarlands’ house-of-brands strategy, which is designed to create products with unique identities that can be scaled independently while leveraging Sugarlands’ distribution network and production infrastructure.
For Sugarlands, Broken Antler represents more than just another addition to the portfolio. It reflects the company’s continued focus on building brands that feel authentic to the people who drink them.
“We didn’t create Broken Antler to chase a trend,” Vickers said. “We created it because we thought there was room for a flavored whiskey done the right way, something approachable, full of character and true to what we believe whiskey should be.”
