Sugarlands Distilling Company launched in 2014—later than Ole Smoky (2010) but tapping into the same legal shift that enabled Appalachian moonshining to emerge from shadows into commercial legitimacy. The name itself is rooted in regional history: "Sugarlands" is the local vernacular for the holler (valley) in the Smoky Mountains where moonshiners historically hid their stills to avoid federal revenue agents. By naming the distillery after this geography, Sugarlands directly connects to authentic Appalachian moonshining tradition. What distinguishes Sugarlands from Ole Smoky isn't just tourist positioning—it's that Sugarlands produces **genuinely competitive whiskey**. Their flagship expression, **Roaming Man Tennessee Straight Rye Whiskey**, has won four Double Gold medals at San Francisco World Spirits Competitions, plus gold medals at American Craft Spirits Association, Los Angeles International, and other major competitions. This is serious spirits production alongside the moonshine tourism business. Sugarlands has become TripAdvisor's number-one-rated thing to do in Gatlinburg and USA TODAY's top craft spirits tasting room in America—metrics that rival Ole Smoky's tourism dominance while maintaining legitimacy as a whiskey producer. Master Distiller Greg Eidam has overseen creation of spirits that have collectively won over 200 awards, positioning Sugarlands as a hybrid: part moonshine tourism trap, part legitimate whiskey distillery. In 2024, Sugarlands opened **The Hidden Stave**, a second location, and continues expansion as one of Gatlinburg's major tourist draws.
- Most-visited craft spirits tasting room in America: (USA TODAY 10Best)
- TripAdvisor #1 thing to do in Gatlinburg: — beating out hiking, shopping, other major attractions
- 1 million+ annual visitors: — rivals Ole Smoky's tourism draw without sacrificing whiskey credibility
- Roaming Man Tennessee Straight Rye Whiskey: 4 Double Gold medals: at San Francisco World Spirits Competition (2021, 2023, 2025 x2)
- Greg Eidam's spirits portfolio: 200+ awards: — demonstrates serious craft distillery credentials
- Named after "Sugarlands" holler: — where moonshiners historically hid stills from federal agents
- The Holler vs. Sugarlands: Both dominate Gatlinburg's main Parkway (US-441), literally across from each other. This is the distillery tourism center of America.
- The Hidden Stave: — opened 2024, secondary location; represents expansion into premium whiskey-focused venue
- Free live Appalachian music: on Back Porch stage — moonshine mixing classes, guided tastings, outdoor adventure tours
- Largest pot still in U.S.: — Sugarlands operates one of America's largest copper pot stills, distilling 4,500 gallons of whiskey mash in single batches