What began as an idea shared between husband and wife has grown into one of the most-visited and celebrated distilleries in the country.
Founded in 2014 by Ned Vickers and his wife, Jessica, Sugarlands Distilling Company has grown into a nationally recognized house of spirits built on approachability, craftsmanship, and a family-first mindset.
“When we started Sugarlands, we didn’t set out to build a big company,” said Ned Vickers. “The idea was simple. Make great spirits, create a welcoming and memorable experience for guests at our Gatlinburg Distillery. We knew if we nailed those two things, everything else would fall into place.”
Vickers, who came from a background in real estate development, owned the land where the distillery now stands. It was Jessica’s instinct that pushed the couple to take a chance on building a distillery in the heart of the Smoky Mountains. Soon, Ned and Jessica were joined by partners Kent Woods and David McMahan, whose shared belief in the company’s vision helped lay the foundation for what Sugarlands would become.
“I just had a feeling it would work,” said Jessica. “I don’t think any of us imagined where this journey would take us.”
Once Sugarlands opened its doors, word spread like wildfire about the vibrant, immersive tasting experience led by the company’s “Tastemakers,” who guide guests through a sampling of the brand’s array of offerings.
Sugarlands’ portfolio includes its flagship Sugarlands Shine, craft moonshine handmade in over 30 flavors like Appalachian Apple Pie, Cotton Candy and Butterscotch Gold. For those seeking a moonshine that harkens back to homemade spirits that once thrived in secrecy all over Appalachia, Sugarlands offers the 120-proof, unaged Mark & Digger’s Mountain Legacy Corn Whiskey, in partnership with the stars of the hit television program, Moonshiners.
While moonshine is at Sugarlands’ core, the company also produces a wildly popular line of Sippin’ Creams, dessert-inspired cream liqueurs in flavors like Butter Pecan and Birthday Cake. Sugarlands
In addition to its Shines and Sippin’ Creams, Sugarlands has developed a diversified house of spirits that reflects the company’s commitment to both innovation and approachability. High Rock Vodka, created in partnership with NASCAR Hall of Famer Dale Earnhardt Jr. and Amy Earnhardt, is crafted from 100% corn and refined through the Lincoln County Process, made famous by Tennessee whiskey, to deliver an exceptionally smooth finish.
Roaming Man Tennessee Straight Rye Whiskey, distilled and bottled by Sugarlands, 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.
Most recently, Sugarlands added Broken Antler Flavored Whiskey to its portfolio, marking another step in the company’s evolution. The company has also expanded into the tequila category through a strategic partnership with Azul Imports, a family-owned portfolio of artisan tequila brands founded more than 30 years ago in Mexico, including the Azulejos, Skelly, Trophy Head and Gran Alambique lines. The partnership allows Sugarlands to support the brands’ growth while preserving their heritage, artistry and independence.
“We’ve never believed in being a one-note company,” Vickers said. “Each brand we build has its own personality, but they’re all grounded in the same values, quality ingredients, craftsmanship and a sense of place.”
Today, Sugarlands products are available at retailers coast-to-coast. It’s Gatlinburg Distillery, which welcomes more than 1 million visitors annually, and has earned multiple recognitions over the years, including being voted the Top Craft Spirits Tasting Room in America by USA TODAY 10Best for three consecutive years (2023-2025).
Despite its national footprint, Sugarlands continues to emphasize its family-run culture. Many of the company’s earliest team members remain part of the organization today, and Ned Vickers says preserving that sense of community is central to Sugarlands’ long-term vision.
“To us, Sugarlands isn’t just a business,” he said. “It’s a family affair, and it’s something that my partners and I want to pass down to our children.”
As Sugarlands looks ahead, the company plans to continue expanding its portfolio and reach while maintaining the personal touch that helped define its success.
“There are stories inside every jar we make,” Jessica said. “Our own story is proof that the smallest dreams can ferment into the grandest success stories.”
