Legendary Partnership Results in Stunning Product Launch

Based in Gatlinburg, Tennessee, Sugarlands Distilling Co. is a proud, locally owned and community-minded brand. They produce high-quality spirits and invite guests to sample, visit and tour their facility.

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For their latest product launch, Sugarlands partnered with American racing legend Dale Earnhardt Jr. and his wife Amy, to introduce High Rock, a new brand of premium vodka produced at their Tennessee distillery. Beginning with a base of 100% corn and crisp, clean water from the Great Smoky Mountains, High Rock Vodka is distilled seven times then triple filtered using the Lincoln County Process.

The vision for the label incorporated many intricate details that needed to work in harmony. The tight register with the print to foil was important to get right. The teams at MCC Mason and Montreal worked together to ensure this would be executed properly. Digital comps were done on the project to show the foil with the printing.

The selection of the right substrates and foil played a key role in this project, as the back label boasts a double-sided look, staring at the majestic mountains you can see through the bottle. Finished with embossing and a small gradient on the upper outside corner, the keen attention to detail really helped this label stand out.

I have come to rely on the talented expertise of the MCC team to help Sugarlands elevate our brands and meet our high expectations of impressing every customer who finds our products. Because of everyone’s extraordinary attention to detail and interpersonal promptness and kindness, I truly trust MCC as an extension of our creative department. MCC makes us better.

Brent Thompson, Director of Marketing & Creative, Sugarlands Distilling Co.