Elijah Craig and Evan Williams have officially made their mark in Mexico, with exciting launches in both Mexico City and Guadalajara that brought Bourbon culture to life in unforgettable ways. The launch, part of Heaven Hill’s ongoing international expansion, represents another major milestone for Heaven Hill’s developing international presence and showcases the dedication, creativity, and passion of the team behind it, especially Brand Ambassador Ricardo Cortizo, whose vision and leadership made the launch truly extraordinary.

For Ricardo, who represents Heaven Hill across Mexico and based in Mexico City, the launch of Elijah Craig and Evan Williams in Mexico was about more than introducing new products. “We’re not just selling Whiskey,” he said. “We’re creating memories and cultural moments that tie Bourbon to Mexico in meaningful ways.” With over 15 years in the spirits industry, Ricardo’s deep understanding of the market and genuine love for Bourbon helped position the brands as both powerful and authentic additions to Mexico’s growing Whiskey scene.

Working alongside Ricardo were Jack Choate, Heaven Hill’s North American Advocacy Manager and Heaven Hill Distillery Whiskey Educator, and Jorge Rodriguez, Area Director for Latin America and the Caribbean. Together, they have spent years nurturing relationships and developing the right approach to growing Heaven Hill’s footprint in Mexico. “It’s always the right time when you have the right people,” said Jorge. “We’re building this from the ground up, but the excitement and support we’ve received show that Mexico is ready for Bourbon.”

Both Mexico City and Guadalajara were strategically chosen as the starting points for the launch because of their vibrant food and cocktail cultures, their energy, and their influence as cultural hubs. The goal extended far beyond not only introducing the brands but to weave them into the fabric of Mexico’s nightlife and bar community through creative, memorable experiences. La Madrileña’s invaluable collaboration, led by Laura Piedra, BM for whiskies, and her talented team, played a key role in making each event a success.

The first of those experiences took place on August 26 and 27 in Mexico City at “Midnight Monkey”, a speakeasy that was transformed into an immersive 1920s theater for the event. Guests were transported back in time with whispered passwords, jazz music, and even a playful “police raid” that led them into the hidden bar. Over four intimate sessions across two nights, 400 attendees discovered Bourbon through storytelling, theater, and sensory detail. Ricardo wrote the entire script and even created a six-page “newspaper from 1923” that doubled as a playful press piece for the night. Jack described it as “the best Repeal Day/Prohibition themed event I’ve ever seen,” adding that Ricardo’s creativity and energy filled the room. “Everyone knew his name by the end of the night,” he said.

A week later, the celebration continued in Guadalajara with an event called the “House of Bourbon.” In partnership with a local speakeasy, the team invited bartenders to create original cocktails inspired by Elijah Craig and Evan Williams, resulting in an incredible two-day gathering that drew over 12,000 attendees. The brands even earned a spot among the top five cocktails of the event—a remarkable achievement for a new launch.

The weekend also featured a Bourbon master class for 40 local bartenders, providing the audience with a deeper understanding of American Whiskey and the opportunity to connect with the brand firsthand.

The success of both events underscored Heaven Hill’s belief that Bourbon has a natural home in Mexico. The team is now focused on building distribution, strengthening awareness, and continuing to educate consumers about what makes Bourbon so special. “When people understand Bourbon, they fall in love with it, and once they fall in love, they don’t go back,” Ricardo said.

From the energy of the events to the passion of the people behind them, the launches of Elijah Craig and Evan Williams in Mexico City and Guadalajara have shown what happens when storytelling, craftsmanship, and culture come together. With Ricardo leading the charge and a strong team supporting him, Heaven Hill has laid a foundation for lasting success and has created something truly unforgettable in the process.