Sweetens Cove Taking Its Brand On The Road During Shutdown

Matt Adamski has a hard time sitting still, a flurry of constant motion and never-ending new ideas. So, this year has indeed been a test for the general manager of Sweetens Cove Golf Club.

First came a severe leg injury in November that forced the amiable golf professional to dial back his activity in order to recover. Then came the news last month that the wildly-popular golf course was closing for three months in order to make some needed repairs inflicted by last winter’s brutal ice storm.

Undeterred by the poor hand he was dealt and unwilling to fold, Adamski has instead decided to use the opportunity to expand the Sweetens Cove brand beyond the confines of South Pittsburg. The Sweetens Cove Road Show will be traveling to six premier golf clubs across the United States this summer, bringing the course’s themed golf experience and award-winning bourbons at each destination.

“We’re going to do a one-day takeover at these courses and run them like we run Sweetens Cove,” Adamski said. “That means unlimited loops to multiple pins, event swag, food, bourbon and a very memorable experience.”

The dates and location of each stop includes:

Pinehurst Resort in Pinehurst, N.C. on August 12

Tobacco Road in Sanford, N.C. on August 13

The Fields Golf Club in Lagrange, Ga. on August 16

Park Mammoth in Park City, Ky. on August 19

Red Feather in Lubbock, Texas on August 25

Crossroads in Bluffton, S.C. on a date to be determined

The tour will roll from club to club in a life-size replica of Sweetens Cove’s makeshift aluminum-sided clubhouse, the Shed, which is emblematic of the course’s minimalistic style and unconventional approach to enjoying the game of golf. The Shed will be serving up the world-class and award-winning bourbons from the Sweetens Cove Whiskey Collection, including historically sold-out releases.

“This summer while we are closed for re-grassing portions of the golf course, we are excited to bring the magic of Sweetens Cove on the road,” says course designer, architect and co-owner Rob Collins, who opened Sweetens Cove Golf Club in 2014.

Known as one of the toughest tee times to secure in public golf, Sweetens Cove typically sells out of passes for the year not long after they become available. A longstanding tradition at the course is to take a shot of bourbon on the first tee which inspired the ownership team, including celebrities such as Peyton Manning and Andy Roddick, to found Sweetens Cove Spirits Company and launch an award-winning bourbon in 2020.

Meanwhile, work continues to progress on the golf course despite the early wave of unseasonably hot temperatures coupled with minimal rainfall.

“Our guys are killing themselves trying to keep everything wet, but the grow-in of the repaired turf is going well,” Collins said. “I’m particularly excited about the fraze mowing that we did. We removed a mountain of thatch from the course, and the fairways have a tightness to them that will be great for improved playability and shot-making interest. We’re excited to welcome people back to Sweetens Cove this fall.”

Registration for the road tour opened on Saturday, and can be accessed via the link Sweetens Cove Road Tour.

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Paul Payne can be emailed at paulpayne6249@gmail.com