We're proud to announce a long-term partnership with University of Tennessee Athletics. As part of the sponsorship agreement, Ole Smoky’s moonshine has been named “The Exclusive Moonshine of the Vols” with the university partnering with Ole Smoky across both the flavored whiskey and moonshine categories.
“We’re excited to welcome Ole Smoky Distillery as a partner of Tennessee Athletics,” said Steve Early, Vice President & General Manager of the Vol Network. “They’re the most visited distillery in the world and they’re based right here in Big Orange Country. The Ole Smoky brand is a cultural fit for our region, as their popularity will attest, and that aligns perfectly with the passion of our fan base.”
Ole Smoky and UT have deep roots and an authentic connection to the culture of East Tennessee. Ole Smoky was born out of the centuries-old tradition of moonshining that was passed down through generations in the foothills of the Smoky Mountains. The company was founded less than 40 miles from Knoxville in Gatlinburg, TN – a location the company still calls home.
"As a native Tennessean, a UT alumnus and lifelong Vols fan, I’m excited to officially connect Ole Smoky with the university,” says Joe Baker, Founder of Ole Smoky Distillery. “With both brands deeply rooted in East Tennessee’s spirit and pride, this partnership perfectly combines our mutual commitment to promoting local culture and values with the passion and dynamic energy of college sports.”
Founded in 2010, Ole Smoky is the first federally licensed moonshine distillery in East Tennessee with roots tracing back over 100 years. By honoring the decades old tradition of moonshine making with century-old family recipes from the early settlers of the Smoky Mountains, Ole Smoky has introduced these Tennessee spirits to consumers around the world. The company now has four distilleries across Tennessee. Across these four locations, Ole Smoky welcomes over 5 million visitors annually making it consistently the most visited distillery in the world. The company’s moonshine and whiskey products are also now available all 50 states and over 20 international markets, and Ole Smoky remains one of the largest employers in East Tennessee.
About the University of Tennessee
Founded Sept. 10, 1794, in Knoxville, Tenn., as Blount College, the University of Tennessee began playing sports in 1891. Over the last century-plus, Tennessee has developed into one of the nation's premier athletic departments. Home to the Volunteers and Lady Volunteers, all clad in the University's distinguished and recognizable Big Orange, UT has produced 24 team national championships, nearly 200 individual national championships and well over 200 conference titles. Tennessee student-athletes excel not only in the competition venue but also in the classroom and the community. Volunteers For Life (VFLs) have achieved great success in both professional sports and the business world.
About Learfield
Learfield is a diversified and influential media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
