ASW Distillery becomes UGA Athletics’ first official craft spirits partner

ASW Distillery’s Hunker Spirits has been named the first and only official craft spirits partner of the University of Georgia Athletic Association. The deal ties two Georgia institutions together as ASW marks its 10th year and expands Hunker Vodka and Hunker Bourbon visibility across Bulldog football season.

Why it matters: - The partnership gives ASW Distillery a high-profile place inside Georgia Athletics as the company marks its 10th anniversary. - The deal boosts Hunker Spirits’ visibility with Bulldog fans across the state and aligns the brand with one of Georgia’s strongest sports communities. - The partnership also reinforces ASW’s origin story as a Georgia-founded company built by University of Georgia graduates.

What happened: - ASW Distillery’s Hunker Spirits was named the first and only official craft spirits partner of the University of Georgia Athletic Association. - The partnership includes both Hunker Vodka and Hunker Bourbon. - The announcement comes as ASW enters its 10th year and expands its footprint in Georgia sports marketing. - ASW launched the partnership with a video tied to UGA Athletics’ social channels and a dedicated email to the Bulldog community. - Hunker creative is running on the statewide radio network throughout football season. - Hunker Spirits are distributed in Georgia by United Distributors. - More information is available at ASW Distillery. - The launch video is available for media use here.

The details: - ASW says the company was founded by two University of Georgia graduates, Jim Chasteen and Charlie Thompson, who were undergraduate roommates in Athens and later reconnected over a shared interest in whiskey. - ASW opened its Atlanta distillery in 2016 after starting as a nights-and-weekends project. - The company says five University of Georgia graduates are among its partners today. - ASW says it has been the most awarded U.S. craft distillery at the San Francisco World Spirits Competition since 2018. - The partnership launch film uses the line that great traditions “are built with patience, crafted with character, and rooted in Georgia.” - ASW says the same approach guides how it makes its whiskey. - The company’s 10th-anniversary year has also included collaborations with the Atlanta Braves, Big Green Egg and John Deere. - ASW says it has continued growing into new markets.

Between the lines: - The partnership is a branding play as much as a distribution and visibility win, linking a local spirits label to a loyal alumni and fan base. - The UGA connection gives Hunker Spirits a built-in story that distinguishes it from larger national competitors. - ASW is using its anniversary year to emphasize heritage, craftsmanship and Georgia identity rather than broad national positioning.

What’s next: - Bulldog fans should see the partnership throughout football season across social, email and radio channels. - ASW plans to keep leaning on collaboration-driven marketing as it grows beyond its Atlanta base. - The company is likely to use the UGA partnership as a platform for more Georgia-focused brand exposure during the school year.

The bottom line: - ASW Distillery has turned its University of Georgia roots into a flagship partnership that strengthens both its brand story and its statewide reach.