A small-batch collaboration that’s turning heads — and filling glasses — across the Yellowhammer State.
When two Alabama institutions come together, something special is bound to happen. That’s exactly the case with the newly released collaboration between the Alabama Trucking Association and Birmingham’s own Dread River Distilling Co. — a collaboration that has produced “Diesel Fuel,” an exclusive small-batch bourbon crafted as a one-of-a-kind gift for the Association’s top convention sponsors and distinguished guests.
The Road to “Diesel Fuel”
The Alabama Trucking Association has long served as the backbone of the state’s freight and logistics industry, advocating for the men and women who keep Alabama, and the nation, moving. At this year’s convention, the Association wanted to do something truly memorable for the sponsors and special guests whose unwavering support makes the event possible year after year. The answer? A custom-label, small-batch bourbon as unique as the industry itself.
Enter Dread River Distilling Co.
“We wanted to give our sponsors and guests something they couldn’t find on any shelf, something that tells a story about Alabama, about partnership, and about the hard-working spirit that defines this industry.”
Working directly with Dread River’s master distillers, the Alabama Trucking Association commissioned a limited run of hand-selected barrels to produce “Diesel Fuel,” a name that pays playful homage to the lifeblood of the trucking world. The bourbon was bottled in small quantities, with each bottle personally designated for top-tier convention sponsors and VIP guests as a token of gratitude for their continued investment in Alabama’s trucking community.
“We wanted to give our sponsors and guests something they couldn’t find on any shelf,” said Brandie Norcross, Alabama Trucking director of membership & events. “Something that tells a story about Alabama, about partnership, and about the hard-working spirit that defines this industry.”
With custom labeling featuring the Alabama Trucking Association’s branding and the “Diesel Fuel” name, each bottle serves as a collectible keepsake — a tangible reminder of the relationships forged and the deals made in the hallways of the convention.
About Dread River Distilling Co.: Birmingham’s Craft Spirits Pioneer
To understand why Dread River was the perfect partner for this collaboration, you have to understand what makes the distillery so remarkable in the first place.
Founded in the spring of 2017 by Dr. Jeff Dugas and John Cubelic, Dread River Distilling Co. was born from a bold idea: to bring world-class craft distilling back to Birmingham after more than a century of absence. The pair spent two years navigating development challenges and regulatory hurdles before officially opening their doors in August 2019 — and when they did, Birmingham made history. Dread River produced the first bourbon distilled commercially in the city in over 100 years.
The distillery’s name carries deep roots in Alabama lore. “Dread River” is inspired by a mythic underground river rumored to flow beneath Birmingham’s streets, a legend born from an early 1800s tale of a massive, monster-filled waterway beneath the city, later referenced in a 1900s editorial. For Dugas and Cubelic, the name became a powerful metaphor: the “Dread River” represents the chasm between where you are and where you want to go, the relentless current of obstacles and fears that must be crossed to achieve something great. Their philosophy is simple, DREAD is not a paralytic; it’s an inspiration.
Today, Dread River stands as the largest, most product-diverse distillery in Alabama, operating out of a stunning historic building at 2400 7th Avenue South in downtown Birmingham. Their impressive portfolio includes straight bourbon, rye whiskey, vodka, gin, blackstrap rum, agave spirits, and a rotating lineup of specialty releases, all distilled on-site using only the finest ingredients.
Two Alabama Icons, One Exceptional Bottle
The “Diesel Fuel” collaboration is a natural marriage of two organizations that embody what Alabama does best — hard work, community, and a relentless pursuit of excellence. For the sponsors and guests fortunate enough to receive a bottle, it’s more than just bourbon. It’s a piece of Alabama history, handcrafted in the Magic City, and a symbol of the partnership between the industries that keep the Yellowhammer State rolling.
Whether you’re behind the wheel of an eighteen-wheeler or behind the bar at a distillery, the spirit is the same: show up, work hard, and never let the Dread River stop you.
Please enjoy responsibly while off-duty.
To learn more about Dread River Distilling Co., visit dreadriver.com or stop by their tasting room at 2400 7th Avenue South, Birmingham, AL. For information on the Alabama Trucking Association’s annual convention and sponsorship opportunities, visit the Association’s official website.
