| Greg Eidam is the master distiller for Gatlinburg, Tennessee-based Sugarlands Distilling Co. In addition to leading research and development and engineering projects, he oversees the production of Sugarlands Shine, Appalachian Sippin’ Cream, High Rock Vodka and Roaming Man Whiskey.
Citing the craft spirits community’s collaborative nature and driven by a motivation to give back, Greg was recently elected to ACSA’s Board of Directors. This month, he answered a few questions about his background and joined us for a conversation on The Craft Spirits Podcast.
Who are some people or other distilleries that inspire you?
Eidam: I’ve probably visited 80-plus distilleries, from large operations to tiny mom-and-pop start-ups. I’ve also attended industry conferences for more than 10 years, so that list is extensive. I don’t think I’ve ever left a distillery or conference without being inspired by something I learned or leaving with a new friendship within our industry. I like to say, “The more we know, the less we know, or the more we recognize how little we know.” We can’t be experts at everything, so the most inspiring thing I’ve taken away from the people I’ve met and the distilleries I’ve visited is the brotherhood and shared passion within our industry.
What’s the most important thing you’d want people to know about Sugarlands?
Our people, family values and culture are a priority. We’ve got really good people from production to retail, which shines through in everything we do. We strive to connect personally with our suppliers, vendors, partners and, most importantly, our consumers. That is particularly evident in our tasting room. Our retail staff and tastemakers make everyone who enters our doors feel like part of our family.
The other thing I’d like to brag about our Sugarlands family is our passion for creating great products, whether that is getting serious about our Roaming Man Whiskey and our transparency in sharing everything we do and learn as we grow this brand, or in having fun with all our moonshine and cream flavors. It is hard not to have fun with moonshine. The thing I like most about it is that it’s the only alcohol that is just accepted to be shared. You don’t share a cocktail. You don’t share a beer. You don’t share a glass of wine or a whiskey. However, when you pull out a jar of moonshine and crack the lid, it’s just a given you’re going to pass it around, and that is where stories are shared and friendships develop.
What’s currently going on or coming up at Sugarlands that you’re excited to share?
Our Sugarlands family has been blessed to work with some fantastic partners, like the Moonshiners, Master Distiller, NASCAR, Dale Earnhardt Jr., the PGA Championship, and most recently, Eggo, among many others. We’re excited to grow some of these relationships further and introduce new partnerships and collaborations in the coming months. I should probably leave it at that or risk getting in trouble with our marketing team. LOL.
However, for me, it is all about the whiskey. Until the last couple of years, our Roaming Man Straight Rye Whiskey has been a labor of love that we’ve only been able to share with our closest super fans. Roaming Man had always taken a back seat because we lacked the still capacity to meet demand. Now, with our new distillery and the largest whiskey pot still in the country, whiskey gets to take the front seat as we look to grow the brand and followers and take them on the ride with us. To date, we’ve only released rye whiskey, but we’ve got bourbon and Tennessee whiskey aging, and it will be released when it tells us it is ready. We are also playing with some finishes, which I’ve come to realize I’ve got a lot to learn about, so that’s exciting!
Any advice or words of wisdom for your peers in the distilling community?
Have a goal, have a vision and work your butt off to get there and figure out a way. For newer distilleries right now, I feel like it’s a struggle. It was a struggle for us and everyone else who started 10-12 years ago. But as the market gets increasingly saturated, it’s more challenging. So, I would say, find your niche and own your local area. Surround yourself with good people. Get out there, work it, push it, be your own salesman. Be passionate about everything you do, and people will follow. Passion is contagious! |
