Tennessee Shine

What Tennessee Shine does

Tennessee Shine Company (operating as TN Shine Co., with XXX Distillery referenced in legal and careers materials) is a family-owned and operated craft distillery founded in 2015 and headquartered in East Tennessee. The company produces small-batch moonshine, whiskey, bourbon, vodka, rum, and related specialty items (including moonshine pickles and moonshine cherries) using time-tested Appalachian methods and family recipes, marketed under sub-brands including Jones Brothers bourbon and the 'Respect the Shine' master brand. Its product portfolio spans more than 40 unique flavored SKUs at proofs ranging from 34 to 135.

The company operates a hybrid distribution model: five owned experiential retail locations in Tennessee (Sevierville, Pigeon Forge, Wears Valley, Gatlinburg, and Nashville) anchor a tourism-driven direct-to-consumer channel offering paid moonshine, wine, and bourbon tastings plus merchandise; a direct e-commerce storefront (tnshineco.com) and a branded merch storefront (merch.tnshineco.com) extend reach nationally; and wholesale distribution through over 700 third-party retail locations provides scaled shelf presence across the United States. Revenue is generated from one-time spirit product sales, paid tasting experiences, merchandise sales, and wholesale transactions.

Tennessee Shine serves primarily tourists and visitors to the Smoky Mountains corridor and Nashville, with secondary demand from local East Tennessee residents and third-party retail buyers. The business is privately held with no disclosed external funding, employs 11–50 people, and has not publicly disclosed revenue. Its core competitive positioning rests on regional Appalachian heritage, breadth of flavored SKUs, active distillery stills visible at retail locations, and an experiential tourism-driven retail format.

Name

Tennessee Shine

Legal name

XXX Distillery

Website

https://tnshineco.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Tennessee Shine Company is a family-owned East Tennessee craft distillery (founded 2015) that produces small-batch moonshines, whiskeys, bourbons, and specialty spirits via family Appalachian recipes. It sells through five owned experiential retail stores in Tennessee tourist destinations, an e-commerce site, and 700+ third-party retailers, serving Smoky Mountains and Nashville visitors.

Ownership category

akta.pro rank

Product category

Craft Distillery Spirits

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industry

Craft Distilleries & Microdistilleries (THAFALAH)

Keywords

• Craft moonshine
• Flavored whiskey
• Small-batch distillery
• Bourbon spirits
• Tasting experiences

Headquarters

HQ city

Gatlinburg

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Spirits Product Sales: Primary revenue from direct sales of moonshine, whiskey, bourbon, vodka, rum, and related products through company-owned retail locations and e-commerce platform.
2. Tasting Experiences: Revenue generated from paid tasting experiences at retail locations, including moonshine tastings, wine tastings, and bourbon tasting add-ons.
3. Merchandise Sales: Sale of branded merchandise including hats, shirts, shot glasses, and other promotional items at physical retail locations.
4. Wholesale Distribution: Products distributed through over 700 third-party retail locations across the United States.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Tennessee Shine Company is a family-owned craft distillery that produces moonshine, whiskey, bourbon, vodka, and rum using small-batch methods and generational Appalachian family recipes. The company sells its spirits directly through five company-owned retail locations in Tennessee, an e-commerce storefront, and a wholesale network of over 700 third-party retailers across the United States.

Product overview

Tennessee Shine Company is a family-owned and operated distillery offering a portfolio of moonshine, whiskey, bourbon, vodka, rum, and specialty food products. The core product line consists of flavored and unflavored moonshines ranging from 34 to 135 proof, including Straight Off The Still (their highest-proof offering), Blue Houdini, Apple Pie, Jalapeno Cornbread, and seasonal flavors like Peppermint Bark. Their whiskey portfolio includes flavored varieties such as S'mores, Cinnamon, Caramel, and Espresso whiskey. Bourbon offerings include their flagship Jones Brother's Bourbon (96 proof) and Peanut Butter Bourbon (80 proof). The company also produces vodkas (Silver Fox Vodka, Tennessee Vodka), rums (Spiced Rum, Coconut Rum, Tennessee XXX Nog Rum), Bloody Mary Mix, Moonshine Pickles in multiple varieties, and Moonshine Cherries. Products are available at five retail locations across Tennessee (Sevierville, Pigeon Forge, Wears Valley, Gatlinburg, and Nashville) and through online purchasing. The company has been operating since 2015.

Differentiator

Problem solved

Functional benefit

Brands

• Jones Brothers: Bourbon whiskey brand including Jones Brother's Peanut Butter Bourbon, Jones Brothers Peach Bourbon, and Jones Brothers Coffee Bourbon.
• XXX Distillery

Products and services

• Straight Off The Still Moonshine
• Blue Houdini Moonshine
• Jones Brothers Bourbon Whiskey
• Jalapeno Cornbread Moonshine
• Peppermint Bark Moonshine
• Big Orange Dreamsicle Moonshine
• Apple Pie Moonshine
• Watermelon Moonshine
• ButterSquatch Butterscotch Moonshine
• Moonshine Cherries
• Root Beer Float Moonshine
• Wild Cherry Moonshine
• Dew Drop Moonshine
• Old Fashioned Cocktail
• S'mores Whiskey
• Cinnamon Whiskey
• Peanut Butter Bourbon Whiskey
• Espresso Whiskey
• Caramel Whiskey

Quantifiable outcome

• Products available at over 700 retail locations

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Ole Smoky Moonshine: The largest moonshine distiller in the US, headquartered in Gatlinburg, TN, with multiple tourist-corner tasting rooms, a deep flavored-moonshine portfolio, and national wholesale distribution — the closest direct competitor to Tennessee Shine.
• Doc Collier Moonshine: Gatlinburg distillery producing craft moonshine with a tasting room on the Parkway — directly competes with Tennessee Shine for tourist foot traffic and shelf space at local retail.
• Old Tennessee Distillery: Tennessee craft distillery producing moonshines and whiskeys with tasting-room retail — comparable product mix and regional positioning to Tennessee Shine.
• Tennessee Legend Distillery: Tennessee-based craft distillery offering flavored moonshines and whiskeys with on-site tasting — comparable craft positioning, product mix, and regional distribution profile.
• Sugarlands Distilling Company: Gatlinburg-based craft distillery offering flavored moonshines, whiskeys, and a tasting-room experience in the same Smoky Mountains tourism corridor; nearly identical product and GTM model to Tennessee Shine.
• Junction 35 Spirits: Tennessee craft distillery with a tasting room and moonshine/whiskey portfolio — direct competitor for tourist tastings and wholesale placements in the East Tennessee region.

Broad incumbents

• Heaven Hill Distilleries: Large independent American spirits producer (Evan Williams, Elijah Craig) competing across whiskey and flavored-spirits adjacencies to Tennessee Shine's portfolio.
• George Dickel: Historic Tennessee whiskey brand owned by Diageo; competes broadly with Tennessee Shine in the Tennessee whiskey category with deeper aged-inventory and distribution.
• Jack Daniel's (Brown-Forman): Iconic Tennessee whiskey producer and the dominant Brown-Forman spirits brand; competes with Tennessee Shine in the Tennessee-whiskey category at a vastly larger scale and global distribution.

Emerging players

• Old Forge Distillery: Tennessee craft producer with on-site tasting and a spirits lineup; smaller and earlier-stage than Tennessee Shine but competing for similar tourist and regional wholesale accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tnshineco
• YouTubeyoutube.com/@tennesseeshineco
• Facebookfacebook.com/tennesseeshineco
• Instagraminstagram.com/tennesseeshineco
• LinkedInlinkedin.com/company/xxx-distillery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tennessee Shine