Sugarlands Visits Wine and Beverage Course

Jason Cantrell

Jason Cantrell from Sugarlands Distilling Co. recently visited the Wine and Beverage Management course, which is taught by Ms. Terrie Hamilton, a teaching instructor in the College’s School of Hospitality Leadership.

Based in Gatlinburg, Tennessee, Sugarlands produces more than 25 types of craft quality moonshine and whiskey, including sipping creams. Cantrell shared the story of how Sugarland, a five-year-old business, has grown to be TripAdvisor’s second largest visited distillery/brewery worldwide and the Official Moonshine of NASCAR. Jason’s presentation described the Sugarlands’ distilling process, product lines and distribution efforts, marketing, facilities management and quality control. Jason also provided a tasting of some of their products.

The distillery is an attraction where guests can sample award-winning Sugarlands Shine, take behind-the-scenes tours of the production, and purchase a variety of moonshine flavors, merchandise and apparel.

The Wine and Beverage Management Course includes a review of alcoholic and nonalcoholic beverages, management of bartending, cocktail and sommelier service, and cost control emphasizing social responsibility, liability, safety and security, and legal issues. Additionally, beverage companies, including Sugarlands, are invited to share their company stories with students.

The School of Hospitality Leadership in the College of Business has the largest student enrollment in the North Carolina university system.

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