The Rich Sound of John Rich One of the most recognizable voices in country music, John Rich, is now bringing the American public a smooth, affordable, American-made whiskey, Redneck Riviera. If you’ve been to a NASCAR tailgate, you’ve likely heard John Rich’s music blasting over a stereo system. The country music singer/songwriter, along with Big Kenny, has forged one of the most prolific careers in country music in the 21st century. Big & Rich have made a career of being relatable and musically relevant since exploding into the public consciousness in 2003 as the rarest of breeds — true country music game changers. With 2004’s triple-platinum “Horse of a Different Color,” they were able to tap into the best strands of a wide spectrum of popular music, filter them through their pens and voices, and produce a sound that is instantly recognizable, if not classifiable. This year, Rich mixed two of his passions -- Redneck Riviera Whiskey and NASCAR -- when he partnered with Jeffrey Earnhardt as an associate sponsor for the No. 0 Chevrolet for the full 2021 XFINITY Series season. Rich recently joined NASCAR Pole Position to discuss his journey to becoming a whiskey bradn owner and NASCAR partner.
Why is it so important for you to support your country with Americanmade products? ‘I look at my life, how I grew up with a high school diploma, how I grew up in a double-wide trailer in Amarillo, Texas. It was nothing fancy, but I had the American dream in my back pocket. I dreamed big and tried hard in music and with Redneck Riviera. I’ve been conscious of the opportunities I’ve had, and I support America for many reasons, and chief among them is the right to pursue happiness. It’s not the right to be happy, but the right to pursue happiness. It’s because of the men and women in our military who have been willing to fight -- and if necessary, die -- for future generations.”
Who do you see as your customer-base for the Redneck Riviera Whiskey? “It’s the people who make our country really run and stay alive and vibrant. It’s working class people. It’s not the politicians or famous people. It’s the people you never know their names. They put their key in the truck and go to work and do a great job taking care of their families. They hit the weekend, and they take a little leftover money and have as much fun as they can. Then they get back to work. We have the slogan, ‘Work hard, play hard’ right on the bottle. We celebrate a job well done and the people who go the extra mile.”
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Why did Redneck Riviera decide to partner with Jeffrey Earnhardt? “The first time I was around anything NASCAR was back early in my career -- maybe 1994 or 1995. I was a part of the band, Lone Star, and we sang the National Anthem at the Bristol bowl. Dale Earnhardt was ‘The Man, The Myth, The Legend’ at that race. We were invited to be a part of the pit crew -- not the official pit crew. We put on the coveralls and listened to him speak to his pit crew. He actually won that race. It was so intense and exciting to be a part of it. That’s what got me into NASCAR and just understanding the level of focus it takes. It’s incredible. It turned out to be an iconic race. Earnhardt wrecked across the finish line, sliding right in front of Bobby Labonte to win the race. “Later on, I saw Jeffrey come up through the ranks. I thought, ‘This is cool,’ when I saw interviews with his fans. He cares about the military. I saw him holding a picture of a fallen military soldier. He put his name right on his door panel. He invited the family to the track. He didn’t have to do that. He feels the same way about the military as I do. Plus, he’s an Earnhardt. And I have those great memories of watching Dale (Sr.) at the track. Jeffrey grabbed the opportunity with both hands. He loves the product and keeps posting pictures of himself enjoying it with his friends. He has similar priorities with Folds of Honor and American-Made.”
