Ole Smoky Distillery, the two-year-old still which is marketing its white corn whiskey as the first legally distributed moonshine in the U.S., has engaged Porter Novelli to brew its PR
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ole smoky

Based in Gatlinburg, Tenn., Ole Smoky became the first legal moonshine distillery in the state when it opened in 2010 and has capitalized on interest in a Discovery channel series about moonshine distillers which debuted a year later. The distillery, which said it now draws nearly two million people a year, claims its recipe has been in use for 200 years.

Big Ink PR & Marketing, a food savvy Dallas firm, handled Ole Smoky's launch and PR for the past two years.

Ole Smokey co-founder Joe Baker said his company's liked PN's food practice and storytelling ability, which he hopes can educate drinking-age consumers about the brand and moonshine overall. "While moonshine enjoys a colorful reputation, ultimately it is a finely crafted spirit and a key piece of Americana," he said.

PN's scope include media relations, event sponsorship and sales support. New York office managing director Darlan Monterisi said Ole Smoky's story as "American heritage at its core.

The distillery makes the 100-proof Original Corn Moonshine and White Lightning, as well as 40-proof flavored spirits. Sales hit nearly 100,000 cases last year.