“He’s been cookie gold for us,” said Rick Dunlap, Moonshine’s third co-owner. Since it was a night game and Moonshine is closed on Sundays, the promotion was pushed back to Monday for the first time.īut once again, for most of the day, the line stretched out the door. On Saturday, Taylor intercepted Kentucky quarterback Will Levis midway through the third quarter of Tennessee’s 45-42 road win and returned it 56 yards for a touchdown to give the Vols a 10-point lead. Maddux confirmed the only thing they pay Taylor for is his weekly social media posts alerting fans to the promotion and what awaited them if Taylor intercepted a pass. Name, image and likeness deals are not permitted to include incentive bonuses based on a player’s performance, so the day after Taylor’s first interception of the season, Moonshine fielded a call from Tennessee’s compliance department with a few questions. “And that’s intentional because we want if someone delivers you a box of Moonshine cookies, we want you to know that they thought about it, and they didn’t just go to Sam’s.” “We don’t do a lot of, ‘Here’s a promo code, here’s $5 off,’” Maddux said. Tennessee football is already one of Moonshine’s biggest clients: When recruits arrive for visits, they usually find a dozen cookies in their hotel room.
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Every time Taylor intercepts a pass, everyone who steps through the doors of Moonshine Mountain Cookie Company’s two Knoxville locations is entitled to two free cookies, which normally retail for $2.70 each. (David Ubben / The Athletic)īut one of their best PR moves was signing off on a surprisingly unique name, image and likeness agreement with the Vols’ senior cornerback. Mike Maddux and his wife, Robin, and former Tennessee teammate Rick Dunlap are the three co-owners of the Moonshine Mountain Cookie Company. “It would be the worst PR move ever to say no,” Mike Maddux said. The members of ESPN’s broadcast booth had some Moonshine cookies of their own for an in-game segment, and they wanted to know if Moonshine still planned on honoring the deal.
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The crush was coming, and Maddux and his wife, Robin, two of the three co-owners of the Moonshine Mountain Cookie Company, wanted to be sure to reach the store before the crush did.īut before they reached the car, a DM from an ESPN employee who was working with the TV crew at the game had a question: Taylor’s interception came on a two-point conversion and wouldn’t count in the stat sheet as anything other than a failed two-point conversion. I’m at the game,” Maddux said.īut when Vols cornerback Alontae Taylor picked off South Carolina quarterback Luke Doty in the back of the end zone at a game in Neyland Stadium last month, Maddux quickly packed up his things, helped his parents do the same and hustled to his car. “I don’t care if we’re playing Slippery Rock. Mike Maddux goes to every Tennessee home game.
He recommends the Caramel By The Sea cookie.
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Full disclosure: The author twice has redeemed Moonshine Mountain Cookie Company’s offer for two free cookies.
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