The Volunteer Club releasing vodka with Foundry Distilling benefitting Tennessee NIL

The Volunteer Club has joined the growing list of NIL collectives using alcohol sales as revenue drivers.

The Tennessee-driven collective announced plans Monday for Volunteer Club Vodka. Partnering with the West Des Moines, Iowa, based Foundry Distilling Company, the vodka is pot distilled 100% corn and undergoes filtration through activated charcoal.

Expected to sell at a retail price of $24.99, the vodka is already on shelves across the Volunteer State. According to Sheridan Gannanon, The Vol Club’s director of marketing, the NIL collective will pocket 25% of every bottle sold.

“Volunteer Club Vodka isn’t just another spirit; it’s a celebration of the Tennessee legacy,” Gannon said in a statement. “As supporters enjoy a glass, they also directly contribute to the future success of Tennessee Athletics.”

The back side of the vodka bottle outlines the purpose of The Volunteer Club, outlining that joining the collective will, “create limitless opportunities for college athletes.” A QR code is also featured on the bottle, giving Tennessee fans the chance to learn more about the organization’s NIL efforts.

While the vodka will not be sold inside Neyland Stadium or Tennessee events, the alcohol could become a popular item at tailgates this fall. Tapping into beer and liquor as a vehicle for revenue has become increasingly popular across the NIL landscape. Beer has become a popular option for collectives but vodka is sold at a higher price point, meaning the Tennessee-focused NIL collective may walk away with a larger profit at roughly $7 a bottle.

Athletes at Tennessee are prohibited from promoting gambling, tobacco or alcohol, meaning The Volunteer Club will not be able to have athletes market the product. Profits from the vodka, however, can go back to Tennessee players.

Alcohol sales growing trend in NIL collective landscape

The Horseshoe Golden Ale benefits Boise State athletes, with Cincy Light at Cincinnati, Ames Lager at Iowa State and Hell’s Half Acre Lager at TCU. South Carolina’s Garnet Trust collective launched the Sandstorm Game Day Larger earlier this month, too.

Country Roads Trust announced a beer collaboration with Big Timber Brewing Company back in July. The West Virginia collective will receive 15% of all beer sales.

The SWARM Golden Ale, which generates revenue for The Swarm Collective at Iowa, generated $30,000 for the collective in its first month, according to the collective’s CEO Brad Heinrichs.

Tennessee is not the first NIL collective to sell vodka. Iowa State and its We Will Collective have released a cobranded line of vodka, called Iowa State 1858 Vodka. The NIL entity will receive roughly $1 for each bottle sold.

The Volunteer Club surpasses 3K paying members

The Volunteer Club officially launched in March 2022, with the organization starting its membership program in mid-April. Over this past weekend, the entity passed the 3,000 mark for total memberships and now sits at 3,038.

Sources have indicated to On3 the membership count is one of the most competitive in the country, next to Ole Miss‘ Grove Collective. Run by the Spyre Sports Group, the collective has executed north of 1,400 deals since July 2021. They currently have 90 athletes on active contracts. Spyre told On3 in February The Volunteer Club had procured $13.5 million in NIL deals. 

A for-profit entity, the collective has used some innovative ideas to reach the mark. With five membership levels ranging from $5 to $500 a month, each package comes with different perks. The Volunteer Club brought Kenny Clayton on in April to serve as the director of member development. A captain’s program has also been useful, creating a way for the collective to have a direct impact on communities throughout the Southeast.

The uptick in memberships comes after the collective became an official partner of Tennessee athletics in June by securing a sponsorship agreement with Learfield. Through the partnership, the collective can have full use of the institution’s marks and colors. It will also have the opportunity to advertise during athletic events at Neyland Stadium and Thompson-Boling Arena, for example.

The Volunteer Club Vodka gives Tennessee fans a direct opportunity to fundraise for Tennessee’s NIL program.