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A Study of the Impact of Commercial Moonshine in East Tennessee

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A Study of the Impact of Commercial Moonshine in East Tennessee University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Masters Theses Graduate School 12-2015 DRINKING AND REMAKING PLACE: A STUDY OF THE IMPACT OF COMMERCIAL MOONSHINE IN EAST TENNESSEE Helen Rosko University of Tennessee - Knoxville, [email protected] Follow this and additional works at: https://trace.tennessee.edu/utk_gradthes Part of the Appalachian Studies Commons, Human Geography Commons, and the Other Geography Commons Recommended Citation Rosko, Helen, "DRINKING AND REMAKING PLACE: A STUDY OF THE IMPACT OF COMMERCIAL MOONSHINE IN EAST TENNESSEE. " Master's Thesis, University of Tennessee, 2015. https://trace.tennessee.edu/utk_gradthes/3603 This Thesis is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Masters Theses by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a thesis written by Helen Rosko entitled "DRINKING AND REMAKING PLACE: A STUDY OF THE IMPACT OF COMMERCIAL MOONSHINE IN EAST TENNESSEE." I have examined the final electronic copy of this thesis for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Master of Science, with a major in Geography. Joshua F. J. Inwood, Major Professor We have read this thesis and recommend its acceptance: Derek H. Alderman, Ronald V. Kalafsky Accepted for the Council: Carolyn R. Hodges Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) DRINKING AND REMAKING PLACE: A STUDY OF THE IMPACT OF COMMERCIAL MOONSHINE IN EAST TENNESSEE A Thesis Presented for the Master of Science Degree The University of Tennessee, Knoxville Helen Rosko December 2015 Copyright © 2015 by Helen Rosko All rights reserved. ii ACKNOWLEDGEMENTS I would like to thank my major advisor, Dr. Joshua Inwood for bringing me to the University of Tennessee, showing me the world of academia and guiding my thesis research. I would also like to thank my committee members, Dr. Derek Alderman and Dr. Ron Kalafsky for the feedback, guidance and support throughout my research and time in the department of geography. I am appreciative of the financial support provided to me by the McCroskey family that enabled me to do some of this research. I would like to thank all of my research participant’s at all three distilleries: Sugarlands Distilling Company, Doc Collier Moonshine and Tennessee Hills Distillery. I appreciate all of the time and energy the distilleries provided to me during this research. Specifically I would like to thank Ned Vickers, Brent Thompson, Buddy Keyes, Josh Stokes, Stephen Callahan and Jessica Callahan. Not only was this experience a stepping stone in my career, I had fun doing it! I would like to thank my parents, Beth and Jack Rosko for their unending love, advice and care they have given to me over the past 27 years. I would not be the passionate, driven woman I am without their support. I would like to thank my brother Carey and his wife Laura for the same support. Finally, all my family and friends of support whether in Knoxville, the Carolinas, Africa or other places, thank you! iii ABSTRACT Moonshine has undergone resurgence in recent years with the passage of the 2009 liquor laws in Tennessee, allowing for 41 counties to open and operate commercial moonshine distilleries. The rise of legalized moonshine is connected to broader economic changes and has already had a significant impact on the cultural landscape and the selling and remaking of place, in both East Tennessee and Appalachia, two historically underserved regions of the United States. Specifically this thesis research asks: How is place being sold, represented, and re-made through the proliferation of moonshine in East Tennessee? I address this question through an analysis of tourism and place-making scholarship. This research specifically engages concepts of authenticity and commodification in the targeted literatures. I use broadly conceived qualitative methodologies and illustrate my results through a case study of three specific moonshine distilleries in East Tennessee: Tennessee Hills Distillery (Jonesborough, TN), Sugarlands Distilling Company and Doc Collier Moonshine (Gatlinburg, TN). The results from this research illustrate the emerging “place” of moonshine production and consumption in East Tennessee through three themes: a transforming of sense of place, changes to a tourist landscape and the “making” of an “authentic” place of moonshine. This research directly contributes to literatures in Appalachian studies, tourism and place-making geographies. iv TABLE OF CONTENTS Chapter One Introduction and Background ..................................................................... 1 Introduction ................................................................................................................. 1 Methods ...................................................................................................................... 4 East Tennessee as a Case Study ............................................................................... 4 Chapter Two Literature Review ..................................................................................... 13 Introduction ............................................................................................................... 13 Moonshine and Appalachian Discourse ..................................................................... 14 Appalachian Stereotyping and Identity ................................................................... 14 An Overview of Moonshine Discourse ................................................................... 17 Contemporary Appalachian and Moonshine Discourse.......................................... 20 Opportunities for Expansion .................................................................................. 21 Challenges to Moonshine, Is it Sustainable? ......................................................... 23 Tourism Literature ..................................................................................................... 27 Understanding Tourism in Geography ................................................................... 27 Tourism in Appalachia ........................................................................................... 30 Regional Tourism (Jonesborough and Gatlinburg, TN) .......................................... 31 Moonshine Tourism ............................................................................................... 32 Place-making and Place-promotion ........................................................................... 33 Exploring Place-making ......................................................................................... 33 Exploring Place-promotion ..................................................................................... 35 Conclusion ................................................................................................................ 36 Chapter Three Methods ................................................................................................ 38 Introduction ............................................................................................................... 38 Methods .................................................................................................................... 39 Discourse Analysis ................................................................................................ 39 Case Study ............................................................................................................ 42 Semi-structured Interviews .................................................................................... 45 Participant Observation ......................................................................................... 47 Conducting Analysis .............................................................................................. 49 Closing Discussion ................................................................................................ 50 Chapter Four Drinking and Remaking Place: Results from the Research ...................... 52 Introduction ............................................................................................................... 52 A Transforming Sense of Place ............................................................................. 55 A Changing Tourist Landscape .............................................................................. 67 “Making” an “authentic” place of moonshine: place-promotion ............................... 76 Conclusion ................................................................................................................ 85 Chapter Five Conclusions and Recommendations ........................................................ 88 Intellectual Merit: Three Themes Revisited ............................................................ 90 Broader Impacts .................................................................................................... 93 Suggestions for Future Research .......................................................................... 95 List of References ......................................................................................................... 98 Appendix ....................................................................................................................
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