In the 16 years of being with Dale Earnhardt Jr., Amy Earnhardt got used to handling the fame of dating a 15-time Most Popular Driver award holder. She knew the weight the Earnhardt name carried in NASCAR, and it meant being in the spotlight constantly. However, as the couple ventured into business together, Amy realized just how difficult it was being the face of the brand right beside Dale Earnhardt Jr.

In a recent interview, Amy Earnhardt admitted a feeling of shock that came with being famous after the success of their vodka brand, High Rock.

Amy Earnhardt on seeing herself with Dale Jr.  

Started in 2022, High Rock is Amy Earnhardt and Dale Jr.’s pet project. The couple has been vocal about their love for partying, so it wasn’t a surprise when they came up with a vodka brand, one that helped drive Junior’s net worth to $300 million. They wanted to create a business that they could pass off to their children. As the co-owner of High Rock Vodka, Amy Earnhardt, is constantly active in the commercial and pictures of the brand, looking after promotions, and working on things around selling it. She opened up about seeing herself as one of the faces of the brand.

In a recent interview with Kenny Wallace, Amy explained, “It’s so weird. It’s very cool but so weird. I’m used to seeing Dale’s face everywhere but seeing mine there next to it is bizarre. I don’t know it’s one of those things I can’t really quantify with words but it’s I guess it’s surreal. It’s the best one.” It’s important to understand that Amy tried to stay away from the spotlight as much as she could, even when Junior was racing. First came the pressure of being seen with Junior by fans and the media, and then in moments when fans surrounded Dale Jr. 

As a result, she adopted a simple practice with the driver. She laid low during these moments, careful not to draw any attention to herself, later explaining, “He was always like head down ran through the garage ran through people. Unless he was planning on signing autographs and he would stop and do the whole thing. I still do this just kind of get as far as away from that as I can because it’s nothing to do with me and I don’t want any extra attention.” However, her recent success partnering with Earnhardt Jr. on High Rock has changed all of that, especially with the award they received. 

They recently won the Best Crafted Vodka in America Award, in 2023 and the USA Today’s 10 Best Readers Choice Award running for the second time. Her active role in marketing the product together with D. E. Jr. Constantly checking up with photoshoots is laudable being in a leadership position, as she also takes charge of finalizing the directions of High Rock. 

Dale Jr. Shared a heart-touching message when he said, “From time to time, she was involved in a photo shoot here or a photo shoot there, or she’s been roped into partnerships I already curated like Nationwide,” he further added, “While those things are great, I was thinking for a long time that I want her to have something that’s her own, that she’s part of and she feels invested in.” She shared her experience dealing with commercial shoots. “I’m always very nervous doing anything like that. It’s easier when Dale is with me because he’s a supersonic Pro and knows what he’s doing and he makes me feel more comfortable.”

It’s this dynamic between the two that has made them one of the most iconic couples in NASCAR. Dale Earnhardt Jr. helped her to fame, while she helped him deal with the pressures of NASCAR.

Amy’s impressions on Jr.’s life

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 When Amy met Jr. back in 2009, he was going through a difficult period in his life. His partnership with Budweiser had just ended. He had just left Dale Earnhardt Inc. after clashing with his step-mother Teresa, and there was the stress of the incoming move to Hendrick Motorsports. He had constantly pressurized himself to dead-seriously follow his father’s footsteps and make the race in his name. Amy helped him cope with the stress, shared talks, and tried to understand his point of view of things. 

Speaking about Amy’s effort, Dale Jr. said, “Without Amy, I would’ve suffered emotionally, really severely… I would have probably given up.” With Amy around in his life, Dale Jr. gradually found himself growing up to be a different person altogether.

Although he was infamous for days of partying, Dale Jr. turned over a new leaf. The couple grew together, especially after they entered into parenthood. Now, that they’re 2 years into business together, the new side of fame has been another nurturing experience for Amy Earnhardt.