PRIMERO COLLECTION TEQUILA LINE EXPANDS WITH PLATA AND REPOSADO

Casa Lunazul Welcomes Premium Blanco and Heaven Hill Bottled-in-Bond Barrel-Aged Reposado to Award-Winning Portfolio 

JALISCO, Mexico (May 14, 2025) — Today, Heaven Hill Brands partner and legacy agave spirits producer Tierra De Agaves proudly announces the debut of two new premium, hand-crafted tequilas: Primero Plata and a high-proof, Heaven Hill Bottled-in-Bond barrel-aged Primero Reposado. Carefully overseen by eighth-generation producer Jorge Beckmann, the new expressions are small batch, 100% single estate agave tequilas, joining Primero Cristalino and Primero Humoso to comprise the brand’s luxurious Primero Collection. Primero Plata and Primero Reposado are now available for purchase in select markets across the United States, including Georgia, Michigan, South Carolina, and Texas. 

“The expressions found within the Primero Collection represent our family’s continued commitment to excellence and innovation in tequila production,” says Beckmann. “This portfolio captures generations of passed-down knowledge, combining traditional methods with modern precision. We’ve been patient in expanding our premium offerings, ensuring each new expression meets our exacting standards before introducing it to tequila drinkers. I am pleased to finally bring Plata and Reposado into the fold.”

Primero represents the Beckmann Estate of Agave’s first collection of premium spirits, each of which captures a distinct traditional method of tequila making. The collection debuted to critical acclaim in 2024, with Primero Humoso being named one of two “Tequilas of the Year” by the International Wine & Spirits Competition. Primero Plata and Primero Reposado are produced using agave solely from the Beckmann Estate, capturing a terroir composition and micro-climate that brings one of the highest sugar yields. Furthermore, the expressions found within the Primero Collection are produced using a proprietary species of yeast, adding an element of green fruit and herbs such as eucalyptus not found in other tequilas produced locally.  

Bringing an elegant experience to the back bar and shelf, the new expressions are housed within premium glass with embossed leather neck wraps – navy blue for Primero Plata and gold for Primero Reposado. Each offering is stamped with a seal that reads “Casa Lunazul – Jalisco 1823,” nodding to the brand’s tequila-making heritage of over 250 years.

Primero Plata and Reposado

Primero Plata (40% ABV), translating to “Silver,” is unaged and crystal clear in color, with an exceptionally smooth and balanced taste worthy of sipping neat. On the nose, Primero Plata offers refreshing herbal notes of eucalyptus and mint alongside cooked mature agave and peppermint. A peppery palate with ripe fruit tones and subtle honey gives way to a long-lasting citrus and herb-forward finish. 

Aged exclusively in former Heaven Hill Bottled-in-Bond barrels, Primero Reposado (45% ABV) features a distinctive golden bright shine courtesy of the fine American oak it is housed in. Primero Reposado offers an aroma of vanilla, butterscotch, roasted almond, and honey, with a matured palate of caramel and layers of vanilla, chocolate, and spice evolving to subtle oak. The finish is long and creamy, with lingering coffee, almond, and hazelnut notes. While most Reposados go to market at 80 proof, Primero Reposado is bottled at a higher-strength 90 proof, and is meant to be enjoyed neat, on the rocks, or in spirit-forward cocktails such as an Old-Fashioned. 

Like its predecessors within the Primero Collection, Primero Plata and Primero Reposado are sophisticated enough to be enjoyed neat or chilled while remaining accessible enough for cocktail applications, including as base spirit substitutes in classic gin, whiskey, and cognac recipes. With the addition of Plata and Reposado, the Beckmann Family aims to excite tequila aficionados and inspire both a new generation of agave spirits drinkers alike. 

Availability 

Plata and Reposado will first be available at select retailers, bars, and restaurants, as well as for online delivery, throughout Georgia, Michigan, South Carolina, and Texas. 

MSRP

Primero Plata retails for $31.99, while Primero Reposado retails for $34.99. 

More information on Primero Plata and Primero Reposado can be found via the Primero Collection website.

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ABOUT THE PRIMERO COLLECTION: The Primero Collection is a line of small-batch, 100% single estate blue weber agave tequila produced by the Beckmann Family, which holds over 250 years of experience in agave spirits and tequila making. Primero, meaning “the first,” represents the first premium collection of tequila from the Beckmann Estate of Agave, located in Tequila, Jalisco — the heart of Mexico’s agave country. Overseen by eighth generation tequila producer Jorge Beckmann and further guided by Master Tequilero Francisco Quijano, the Primero Collection is produced using agave solely from the Beckmann Estate, leveraging their exclusive family recipe. This recipe captures a particular terroir composition and micro-climate that brings one of the highest sugar yields. Part of the Casa Lunazul portfolio developed by Heaven Hill Brands, the Primero Collection includes Cristalino, Humoso, Extra Añejo, Plata, and Reposado, each representing a traditional and authentic tequila preparation method. Follow along with the portfolio on the Primero Collection website.

Media Inquiries: 

Foxglove Communications

Alex Looney | alex@foxglovecommunications.com

973.715.5156

Heaven Hill

Kaitlynn West | kwest@heavenhill.com
502.413.0230

Heaven Hill Celebrates Bernie Lubbers as He Transitions to Whiskey Ambassador Emeritus

Heaven Hill Brands is proud to celebrate the contributions of Bernie Lubbers, who is transitioning from his day-to-day role as National Whiskey Ambassador effective May 1, 2025. Lubbers will continue his long-standing relationship with Heaven Hill as Whiskey Ambassador Emeritus, supporting the company’s ongoing whiskey education and advocacy efforts.

Known industry wide as The Whiskey Professor, Bernie has spent nearly two decades bringing Heaven Hill’s award-winning portfolio to life through education, storytelling, and his signature wit. A former stand-up comedian turned whiskey authority, he is widely credited with helping lead the resurgence of Bottled-in-Bond whiskey, reintroducing a new generation of consumers to one of the category’s most historic and trusted designations.

“Bernie’s passion for whiskey, people, and history is unmatched,” said Matt Blevins, Chief Marketing Officer at Heaven Hill Brands. “He’s not just a champion for our brands—he’s helped shape how the entire industry educates and engages. We’re thrilled that Bernie will continue to be part of the Heaven Hill family in this next chapter.”

As Whiskey Ambassador Emeritus, Bernie will remain a trusted advocate and educator for Heaven Hill’s American Whiskey portfolio—supporting select consumer and trade engagements while continuing to share his deep knowledge and passion for the craft. His impact has been recognized industry-wide, including being named Global Whiskey Ambassador of the Year by Whisky Magazine at Whisky Live in 2009, 2012, and 2016.

“Being part of Heaven Hill has been the honor of a lifetime,” said Lubbers. “I’ve always believed that whiskey is more than a drink—it’s a story, a tradition, a bond between people. I’m proud of what we’ve built together, and I look forward to continuing to share that spirit in new ways as Whiskey Ambassador Emeritus.”

Over the course of his career, Bernie traveled more than 100,000 miles a year to educate both the trade and consumers. His one-of-a-kind presentation, The Evolution of Bourbon, combined music, storytelling, and history to connect audiences to the roots of America’s native spirit. He is also the author of Bourbon Whiskey: Our Native Spirit, which remains a staple resource for whiskey lovers and industry professionals alike.

ABOUT HEAVEN HILL BRANDS: Founded in 1935, Bardstown, KY -based Heaven Hill Brands (www.heavenhill.com) is one of the nation’s largest independent, family-owned and led spirits producers and marketers, as well as the world’s second-largest holder of Kentucky Bourbon, and a 2024 Best Managed Company as appointed by Deloitte Private and the Wall Street Journal. Heaven Hill’s diversified portfolio of brands includes Heaven Hill, Evan Williams, Elijah Craig, Widow Jane, Larceny, Old Fitzgerald, and Henry McKenna Bourbons; Rittenhouse Rye and FEW Whisky; Deep Eddy Vodka; Admiral Nelson’s Rum; Black Velvet Canadian Whisky; Lunazul and Ocho Tequila; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur.

Heaven Hill Distillery Announces Spring 2025 Edition of the Old Fitzgerald Bottled-in-Bond Decanter Series

BARDSTOWN, Ky. (May 7, 2025) – Heaven Hill Distillery announced today the release of the Spring 2025 edition of Old Fitzgerald Bottled-in-Bond Decanter Series, a 9-year-old Kentucky Straight Bourbon Whiskey. Comprised of barrels produced in the spring of 2016, and bottled in the spring of 2025, the fifteenth national release ushers in the latest hallmark series to the bottled-in-bond legacy.

Bottled in an ornate decanter, the spring edition bares a green label, consistent across each of the brand’s spring releases. This edition’s tax strip, which has always been a signature of transparency on bottled-in-bond products, will disclose when the liquid was produced and bottled. The Old Fitzgerald Bottled-in-Bond Decanter Series Spring 2025 edition will be available in the 750ml size on an allocated basis, reaching store shelves in the coming weeks. It meets the strict requirements of a bottled-in-bond: the product of a single distillery from a single distilling season, aged a minimum of four years, and bottled at 100 proof or 50% alcohol by volume. The edition is available at a suggested retail price of $129.99.

This release of the Old Fitzgerald Bottled-in-Bond Decanter Series Kentucky Straight Bourbon Whiskey bares a bright copper color, with a nose of apple pie, especially the crust. The taste leads with classic bourbon notes of vanilla and butterscotch, followed by toasted cereal with apple pie spices. Its finish is creamy and viscous, baked apples fading to oak and more cinnamon spices.

“With each release of the Old Fitzgerald Bottled-in-Bond Decanter Series, we aim to honor both the tradition and craftsmanship that define this storied label,” said Conor O’Driscoll, Master Distiller at Heaven Hill. “This 9-year-old Spring 2025 edition showcases the richness of time. It’s a proud reflection of the bottled-in-bond legacy and Heaven Hill’s enduring commitment to excellence in American whiskey.”

As a leader of the Bottled-in-Bond category, Heaven Hill is proud to offer a premium, allocated product within this special class which showcases the authenticity and quality of the company’s American Whiskey portfolio. The legendary Old Fitzgerald line, which was acquired by Heaven Hill in 1999, is well known for its distilling pedigree and its history as a luxury brand first sold in the finest rail lines and steamships. The packaging was inspired by an original 1950’s Old Fitzgerald diamond decanter and pays homage to the history of the brand being traditionally bottled in artistic decanters of all shapes and sizes. The green label features the time-honored graphic of a key, commemorating an important element in original labels and the brand’s slogan since the 1940’s, “Your key to hospitality”.

ABOUT HEAVEN HILL DISTILLERY: Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over 2 million barrels aging in more than 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbon, Pikesville Rye Whiskey, Rittenhouse Rye Whisky, Parker’s Heritage Collection, and Old Fitzgerald along with its extensive Bottled-in-Bond label collection. Heaven Hill Distillery currently holds the title of 2024 and 2023 Whisky Magazine Distillery of the Year and 2023 World’s Best Small Batch Bourbon from the Icons of Whisky, as well as the 2022 Large Spirits Producer of the Year from the Ascot Awards. Heaven Hill Distillery held the title of 2020 Whisky Advocate Whisky of the Year, the second Whisky of the Year for Heaven Hill Distillery in the past four years. In 2019 Heaven Hill Distillery was named San Francisco World Spirits Competition Distillery of the Year, Best in Show Whisky, and previously held the titles of 2018 San Francisco Spirits Word Spirits Competition Best Bourbon, 2016 Whisky Magazine Distillery of the Year. For more information, please visit www.heavenhilldistillery.com.

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IMAGES: Download here

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Distillery
(502) 413-0230
kwest@heavenhill.com

Heaven Hill Distillery® Announces Release of 2025 Heaven Hill Grain to Glass Kentucky Straight Bourbon Whiskey and Launches Family Farms First™ Initiative

Through the Family Farms First Initiative, Heaven Hill Grain to Glass is committing up to $300,000 through 2028 to support family farms in times of need.

BARDSTOWN, Ky. (May 6, 2025) – Heaven Hill Distillery, America’s largest family-owned and operated distillery, proudly announces the launch of Family Farms First, an initiative dedicated to supporting family-owned farms, in partnership with nonprofit organization Farm Rescue. Heaven Hill Grain to Glass is committed to celebrating and supporting the hardworking and passionate farm families who provide the high-quality ingredients essential to both America’s food supply and its finest whiskeys. 

This milestone moment coincides with the release of the highly anticipated Second Edition of Heaven Hill Grain to Glass Kentucky Straight Bourbon Whiskey. This small-batch bourbon represents the next chapter in a story that begins with the seed and ends in the glass, highlighting Heaven Hill’s deep-rooted commitment to family, quality and craft.

Each annual edition of Heaven Hill Grain to Glass features a unique corn seed varietal, chosen in collaboration with Beck’s Hybrids to grow well in the soils of Central Kentucky.  The 2025 release features corn seed varietal Beck’s 6225 and was grown by family-owned Peterson Farms on one of two sites in Nelson County, Kentucky. Made up of 52% corn, 35% rye and 13% malt, this unique mashbill, with a higher secondary grain content than Heaven Hill Distillery’s traditional bourbon recipe, was aged for six years at Heaven Hill’s Cox’s Creek rickhouse site. Non-chill filtered and bottled at barrel strength, the result is a 105 proof, richly layered spirit that showcases the integrity of family-farm-grown ingredients and the craftsmanship of Heaven Hill Distillery.

“In 2017, we embarked on a journey to create a one-of-a-kind Grain to Glass Whiskey by partnering with family-owned seed companies and farms,” said Max Shapira, Executive Chairman of Heaven Hill Brands. “These innovative mash bills feature hand-selected, unique grain varieties grown locally by Kentucky family farms. Heaven Hill Grain to Glass is a testament to the important legacy of family farmers, who are the lifeblood of our country.”

As Heaven Hill approaches its 90th anniversary in December 2025, the Family Farms First initiative underscores the company’s long-standing commitment to supporting fellow family businesses—especially those within the agricultural community. The initiative is launching with a partnership with Farm Rescue, a nonprofit organization dedicated to helping farmers and ranchers overcome major hardships, injuries or natural disasters. Since 2005, Farm Rescue has provided free planting, harvesting, commodity hauling and livestock feeding assistance to over 1,000 farm families across eight states. 

“Farm Rescue’s mission is to keep family farms intact during times of crises,” said Bill Gross, Founder and President of Farm Rescue.“Family farms, which make up 97% of U.S. farms, are vital to sustaining our communities and our future. Our collaboration with Heaven Hill Grain to Glass will bolster our ability to provide essential support to more farm families, ensuring they can continue their operations and sustain their livelihoods.”

Tim Sullivan, Executive Director of Farm Rescue, added, “Support from companies like Heaven Hill profoundly impacts our capacity to assist family farms in need. Their commitment to quality and community resonates deeply with our mission, and we are grateful for their partnership.” A portion of every sale of Heaven Hill Grain to Glass – up to $100,000 annually – will be donated to Farm Rescue.

“We are honored to partner with Farm Rescue as part of our Family Farms First initiative,” continued Shapira. “Their efforts align perfectly with our values at Heaven Hill, where we understand the dedication and resilience needed to keep a family business thriving for generations. This investment will make a meaningful impact on the lives of those who sustain our communities and our way of life.”

With every bottle of the Heaven Hill Grain to Glass, consumers are not only enjoying a world-class whiskey but also directly supporting the families who cultivate the land it comes from—a bold spirit with a bold mission. Heaven Hill and Farm Rescue are working to ensure that American farm families don’t just survive, but thrive, for generations to come.

For more information about Heaven Hill Grain to Glass, visit: https://heavenhilldistillery.com/grain-to-glass/

For more information about Farm Rescue, visit: https://farmrescue.org/

About Heaven Hill Distillery

Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over 2 million barrels aging in nearly 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbon, Pikesville Rye Whiskey, Rittenhouse Rye Whisky, Parker’s Heritage Collection, and Old Fitzgerald along with its extensive Bottled-in-Bond label collection. Heaven Hill Distillery currently holds the title of 2024 and 2023 Whisky Magazine Distillery of the Year and 2023 World’s Best Small Batch Bourbon from the Icons of Whisky, as well as the 2022 Large Spirits Producer of the Year from the Ascot Awards. Heaven Hill Distillery held the title of 2020 Whisky Advocate Whisky of the Year, the second Whisky of the Year for Heaven Hill Distillery in the past four years. In 2019 Heaven Hill Distillery was named San Francisco World Spirits Competition Distillery of the Year, Best in Show Whisky, and previously held the titles of 2018 San Francisco Spirits Word Spirits Competition Best Bourbon, 2016 Whisky Magazine Distillery of the Year. Heaven Hill reminds everyone to think wisely, drink wisely®.

IMAGES & VIDEO: Download here

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
502-413-0230
kwest@heavenhill.com

Julianne Johnston
Morgan Myers
515-669-0196
jjohnston@morganmyers.com

UFC® AND HPNOTIQ ANNOUNCE MULTIYEAR MARKETING PARTNERSHIP

Las Vegas, Nev., May 12025 — UFC®, the world’s premier mixed martial arts organization, and Hpnotiq, the iconic blue liqueur loved for its nostalgic 2000s appeal and its rising popularity among millennials and Gen Z, today announced a new multiyear marketing partnership that will showcase Hpnotiq within a selection of UFC’s biggest events.

Under the new agreement, Hpnotiq will become an Official Partner of UFC and will strategically activate its brand within a selection of UFC events in the United States, including all Fight Nights, leveraging UFC’s popular promotional assets that surround each event.

“Hpnotiq is a bold, heritage brand with fresh energy — perfectly aligned with UFC’s role at the center of sport and culture,” said Robby Miller, Vice President, UFC Global Partnerships. “Together, we’ll create moments that move beyond the Octagon and into the fabric of fan experience, lifestyle, and celebration.”

“Hpnotiq has always been about bold flavor, unforgettable moments, and bringing people together—and there’s no better stage for that than the UFC,” said Noah Winterer, Vice President and Director of Clear Spirits at Heaven Hill Brands which owns Hpnotiq. “This partnership is more than just visibility—it’s about creating epic experiences for a new generation of fans.  From the Octagon to the afterparty, Hpnotiq is here to celebrate every Iconiq moment.”

Branded Entitlements and Activations

As an Official Partner of UFC, Hpnotiq will receive prominent brand placement inside the world-famous Octagon® at all UFC Fight Nights in the United States, providing Hpnotiq with meaningful visibility before more than 700 million fans in 170 countries, as well as an estimated 950 million households that receive UFC’s broadcasts. 

Beyond the Octagon, UFC and Hpnotiq will collaborate to creatively engage with fans through original content that will be distributed via UFC’s popular digital and social channels that reach more than 300 million users worldwide, including a custom social series entitled ‘Iconiq Moments’ in which UFC athletes review some of the most seminal highlights and moments from their careers.

Hpnotiq will first activate the partnership at UFC® FIGHT NIGHT: SANDHAGEN vs. FIGUEIREDO, UFC’s first-ever event in Des Moines, Iowa, on Saturday, May 3.  The event will be headlined by a pivotal bantamweight bout that will see No. 4 ranked contender Cory Sandhagen collide with No. 5 Deiveson Figueiredo. The co-main event will see No. 13 ranked middleweight contender Reinier De Ridder square off with undefeated Bo Nickal.

About UFC®

UFC® is the world’s premier mixed martial arts organization (MMA), with more than 700 million fans and approximately 300 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world while broadcasting to over 975 million households across more than 170 countries. UFC’s athlete roster features the world’s best MMA athletes representing more than 80 countries. The organization’s digital offerings include UFC FIGHT PASS®, one of the world’s leading streaming services for combat sports. UFC is part of TKO Group Holdings (NYSE: TKO) and is headquartered in Las Vegas, Nevada. For more information, visit UFC.com and follow UFC at Facebook.com/UFC and @UFC on X, Snapchat, Instagram, and TikTok: @UFC.

About Hpnotiq

Hpnotiq (www.hpnotiq.com) is a refreshing blend of natural exotic fruit juices, premium vodka, and a touch of cognac. This perfect fusion, along with its aqua blue color and incredible mixability, made Hpnotiq one of the fastest growing products in the history of the distilled spirits industry. Today the brand is a staple in retail stores, bars, and restaurants across the country. Marketed and Distributed by Heaven Hill Brands, Hpnotiq is an integral part of a family of spirits that have stood for quality since 1935.

Press Contacts:

UFC

Stephanie Santos

ssantos@ufc.com

Heaven Hill Brands

Kaitlynn West

kwest@heavenhill.com

Heaven Hill Fills First Barrel at New Heaven Hill Springs Distillery, Cementing Status as Largest Independent Bourbon Producer

Heaven Hill Fills First Barrel at New Heaven Hill Springs Distillery, Cementing Status as Largest Independent Bourbon Producer

Milestone marks return of distilling to Bardstown for the first time since 1996

Bardstown, Ky. (April 7, 2025) – Heaven Hill marked a historic milestone today with the first barrel filled at the new Heaven Hill Springs Distillery in Bardstown. Nearly three decades after a fire destroyed the original facility, the event celebrates the return of distilling to the Bourbon Capital of the World and ushers in a new era for Heaven Hill as the largest independent Bourbon producer in the world.

This first barrel also signals the start of production at the new $200 million facility, with full completion of the project anticipated in September. The project sets the foundation for Heaven Hill’s next chapter as the company approaches its 90th anniversary on December 13, 2025—exactly 90 years after the Shapira brothers filled their first barrel in 1935.

“Filling this first barrel is both a homecoming and a major step into the future of Heaven Hill,” said Allan Latts, co-president of Heaven Hill Brands. “The Heaven Hill Springs Distillery reflects our deep roots in Bardstown, our long-term commitment to American Whiskey, and our investment in building for the next 90 years with care, intention and pride.”

The Heaven Hill Springs Distillery will initially produce 150,000 barrels annually, with capacity scalable up to 450,000 barrels. It joins the company’s historic Bernheim Distillery in Louisville, which has remained a cornerstone of Heaven Hill’s distilling operations since 1999. As the largest single-site Bourbon distillery in the country, Bernheim has played a critical role in carrying forward Heaven Hill’s legacy, producing award-winning whiskeys such as Old Fitzgerald Bottled-in-Bond, the Heaven Hill Heritage Collection and Elijah Craig. Together, these two world-class distilleries position Heaven Hill for continued leadership in American Whiskey.

With this expansion, Heaven Hill cements its position as the largest independent Bourbon producer in the world, a result of their dedicated leadership in the industry and decades of intentional growth—combining new investment in Bardstown with an established footprint in Louisville to support long-term flexibility, innovation and American Whiskey stewardship.

The new facility was designed with sustainability at its core, incorporating highly efficient production systems, advanced wastewater pretreatment, stormwater management and habitat restoration. Onsite energy creation and recovery systems further reduce environmental impact. These features reflect Heaven Hill’s commitment to protecting the natural resources that make Bourbon possible. That leadership was recently recognized when Rachel Nally, Heaven Hill’s director of environment and sustainability, was named Sustainability Officer of the Year at the 2025 Global Icons of Whisky Awards.

A full-circle moment rooted in history

To commemorate the occasion, Heaven Hill invited Charlie Downs, Master Distiller Emeritus, to serve as honorary master distiller for the day leading up to the first barrel filling. Downs is the only employee in company history to have worked in operations at all four of Heaven Hill’s distilling sites: the original Old Heaven Hill Springs Distillery in Bardstown where he began his career in the 1970s, the Bernheim Distillery in Louisville, the Evan Williams Bourbon Experience Artisanal Distillery, and now the Heaven Hill Springs Distillery.

From overnight shifts in Bardstown to crafting one barrel a day for visitors on Whiskey Row, Downs spent more than four decades shaping Heaven Hill’s distilling legacy. His return for the first barrel filling at the new Springs Distillery serves as a powerful bridge between the company’s past and its future.

“Filling this first barrel brings full circle a journey nearly 90 years in the making,” said Conor O’Driscoll, Heaven Hill master distiller and 2025 Icons of Whisky America Master Distiller/Master Blender of the Year. “Having Charlie here to mark this moment connects our heritage to our future in the most meaningful way. It reflects the craftsmanship and commitment of the Springs team, whose work brought this facility to life and set the tone for the next chapter of Heaven Hill whiskey.”

The return to Bardstown represents more than the opening of a new facility—it is a legacy investment that honors Heaven Hill’s past, strengthens American Whiskey production today, and ensures continued leadership for decades to come.

About Heaven Hill Distillery

Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over 2 million barrels aging in nearly 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbon, Pikesville Rye Whiskey, Rittenhouse Rye Whisky, Parker’s Heritage Collection, and Old Fitzgerald along with its extensive Bottled-in-Bond label collection. Heaven Hill Distillery currently holds the title of 2024 and 2023 Whisky Magazine Distillery of the Year and 2023 World’s Best Small Batch Bourbon from the Icons of Whisky, as well as the 2022 Large Spirits Producer of the Year from the Ascot Awards. Heaven Hill Distillery held the title of 2020 Whisky Advocate Whisky of the Year, the second Whisky of the Year for Heaven Hill Distillery in the past four years. In 2019 Heaven Hill Distillery was named San Francisco World Spirits Competition Distillery of the Year, Best in Show Whisky, and previously held the titles of 2018 San Francisco Spirits Word Spirits Competition Best Bourbon, 2016 Whisky Magazine Distillery of the Year. For more information, please visit www.heavenhilldistillery.com.

Contact:
Kaitlynn West
Heaven Hill Brands
kwest@heavenhill.com
(502) 413-0230

Lauren Burdette
BCH Agency
lburdette@bch.com
(502) 435-6684

Elijah Craig Bourbon to Serve as Official Bourbon of the 2025 PGA Championship, Celebrates with Limited-Edition Commemorative Bottle Release

Award-winning Bourbon marks its continued commitment to golf with a special 94-Proof Small Batch Bourbon honoring the 2025 PGA Championship at Quail Hollow Club

LOUISVILE, Ky. (April 2, 2025) – Elijah Craig, one of America’s premier Bourbon brands, is proud to announce its designation as the “Official Bourbon” of the 2025 PGA Championship, taking place at Quail Hollow Club in Charlotte, North Carolina, from Monday, May 12 through Sunday, May 18. To mark this prestigious partnership and celebrate the championship, Elijah Craig will release a special commemorative bottle of its iconic 94-Proof Small Batch Bourbon.

The limited-edition release features a unique design, including special labels that proudly display both the “Official Bourbon” designation and the official 2025 PGA Championship logo. Each bottle is sealed with a gold coin cork, further highlighting the special nature of this release. Additionally, the commemorative bottles are crafted from carefully selected barrels from Heaven Hill Distillery’s Q and H1 rickhouses, paying homage to the PGA Championship’s return to Quail Hollow Club.

“The partnership between Elijah Craig and the PGA Championship underscores our shared commitment to excellence,” said Max Stefka, AVP, Global Whiskey Brands at Heaven Hill. “We’re thrilled to honor this prestigious event and its iconic venue, Quail Hollow Club, with a special limited-edition release that celebrates the spirit of golf and the legacy of Elijah Craig Bourbon.”

In addition to the limited-edition release, Elijah Craig will host on-course activations throughout the championship, providing attendees with exclusive opportunities to experience the rich, full-bodied flavor of this award-winning Bourbon. These activations, including the Elijah Craig Speakeasy will offer fans the chance to enjoy Elijah Craig craft cocktails, interactive experiences, and learn more about the brand’s legacy as the First to Char Oak Barrels to make Bourbon. Furthermore, Elijah Craig has invested in many out-of-home advertising outlets across the greater Charlotte area.

“Elijah Craig remains an integral element of the onsite experience at the PGA Championship,” said Jessica Burdett, Director of Corporate Partnerships at the PGA of America. “We are confident that spectators will enjoy Elijah Craig’s award-winning bourbon and premium activation experiences while watching the strongest field in golf compete at Quail Hollow Club this May.”

Elijah Craig continues to leave its mark on the golf world through its partnerships with PGA TOUR® professionals, including Max Homa and newly announced team members Robert MacIntyre and J.T. Poston, along with professional sports broadcaster Amanda Balionis, who all proudly represent Elijah Craig.  The brand is also recognized as the Official Bourbon and Whiskey Supplier of the PGA of America, the Ryder Cup, KPMG Women’s PGA Championship, and as an Official Partner of the PGA National Club Championship. These partnerships further emphasize Elijah Craig’s deep connection to the sport and its dedication to supporting golfers who embody the same values of craftsmanship and excellence that define Elijah Craig Bourbon.

The commemorative 2025 PGA Championship Elijah Craig edition will be available in limited quantities, nationally, with each bottle displaying specific information about the Major Championship and the special barrels used to craft it. The product will begin shipping in March with a suggested retail price of $36.99.

ABOUT ELIJAH CRAIG BOURBON: Elijah Craig Bourbon bears the name of the Reverend Elijah Craig, known as “The Father of Bourbon,” who established his distillery in 1789 on the banks of Elkhorn Creek in modern day Georgetown, Kentucky. He is credited with being the first distiller to age his wares in charred oak barrels. The clear, unaged corn liquor became transformed into a bold amber liquid with a distinctively smooth flavor that makes Bourbon what it is today. Produced by Heaven Hill Distillery, the family of whiskeys includes Elijah Craig Small Batch, Elijah Craig Straight Rye Whiskey, Elijah Craig Toasted Barrel Bourbon and Elijah Craig Toasted Barrel Rye, Elijah Craig Barrel Proof Kentucky Straight Bourbon Whiskey, and Elijah Craig Single Barrel Kentucky Straight Bourbon Whiskey. First brought to market in 1986, Heaven Hill Distillery’s Master Distillers were selecting a small number of barrels of the finest Bourbon to make Elijah Craig Small Batch long before the term “small batch” even existed. It is this attention to detail and superb craftsmanship that give Elijah Craig an ideal balance of age, robust body, and rich flavor. Elijah Craig accolades have included Whisky Advocate’s Whisky of the Year, Best Small Batch Bourbon, Best Single Barrel Bourbon (aged 11+ years) and Best Straight Bourbon at the San Francisco World Spirits Competition, and Excellent Highly Recommended honors at the Ultimate Spirits Challenge. For more information, please visit www.elijahcraig.com

ABOUT THE PGA OF AMERICA: The PGA of America is one of the world’s largest sports organizations, composed of more than 30,000 PGA of America Golf Professionals who love the game, are expert coaches, operators and business leaders, and work daily to drive interest, inclusion and participation in the sport. The PGA of America owns and operates numerous championships and events, including major championships for men, women, seniors and the Ryder Cup, one of the world’s foremost sporting events. For more information, visit PGA.com and follow us on X, Instagram and Facebook.

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
kwest@heavenhill.com
(502) 413-0230

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A LEGENDARY LINK-UP: TEQUILA OCHO ANNOUNCES TWO SINGLE-FIELD 2023 VINTAGES OF AÑEJO BARREL SELECT TEQUILA AGED IN OLD FITZGERALD BOURBON BARRELS

Limited releases are latest in Ocho’s Barrel Select range and provide an exploration of how prized aging casks bring nuance and variation to the agave-forward profile of Tequila Ocho

ARANDAS, JALISCO, MX (MARCH 25, 2025) – Tequila Ocho, the world’s original single estate tequila, today announces the latest releases in its range of barrel select vintages, a collaboration with legendary Kentucky Bourbon brand, Old Fitzgerald, crafted by Heaven Hill Distillery.

In a partnership that brings together a pair of the spirits industry’s most revered brands, two 2023 vintages of Tequila Ocho Añejo Barrel Select Old Fitzgerald will be released simultaneously: one made with agaves harvested from the deep, clay-like soil of low-altitude Rancho Corralillos, and another with agaves harvested from Rancho Potrero Grande, near Jesus Maria, the town of origin for the family of third-generation tequilero and fifth-generation agave farmer Carlos Camarena. Both fields are overseen by the Camarena family and feature microclimates that produce agaves with nuanced flavor variations.

Visual assets can be found here.

The Liquid And The Barrels

Tequila Ocho Añejo Barrel Select Old Fitzgerald marries the finest agave-forward tequila with the heady aromas and rich caramel notes from prized casks that once held Old Fitzgerald Bourbon’s 10-Year-Old Spring 2023 Decanter Series, among the brand’s famed wheated bourbons. 

For a wheated bourbon, the secondary ingredient in the mashbill, behind corn, is wheat rather than the more traditional rye, bringing a touch of softness to the sweetness of the corn. The flavors held in the wood of the recently emptied bourbon casks integrate into the tequila as it ages, building on and complementing the subtle sweetness that occurs naturally in Ocho’s overripe agave.

Tasting Notes

  • Nose: Toasted coconut, nuts, cherries, dark chocolate, whisper of wheat, maple syrup, roasted pineapple and light minerality
  • Palate: Coffee, toffee, toasted oak, orange peel and lots of cacao

The drinker will discover nuances of variation between the two vintages, due to the microclimates in which those agaves grew. Surely, a coveted sipping experience for those who can get their hands on both. 

“Tequila Ocho has always been deeply rooted in tradition, heritage and legacy, while also constantly pushing the tequila category forward with innovative production techniques such as aging our tequila in a variety of casks sourced from around the world,” said Jesse Estes, Tequila Ocho’s Global Brand Ambassador. “Tequila Ocho Añejo Barrel Select Old Fitzgerald displays flavor profiles from Old Fitzgerald wheated bourbon, while still retaining agave as the primary flavor profile, thereby staying true to our core brand philosophy.”

“Aging the agave in Old Fitzgerald barrels brought a unique, subtle sweetness and rich, but mellow note of toasted oak into the agave,” said Heaven Hill Master Distiller Conor O’Driscoll.  “Bringing together two storied, premium spirits brands has given us an exceptional product that we’re excited for everyone from enthusiasts to collectors to bartenders and beyond to enjoy.”  

Tequila Ocho Añejo Barrel Select Old Fitzgerald by the numbers:

  • 48% ABV/96 proof
  • Agave: Harvested from Rancho Corralillos and Rancho Potrero Grande
  • Aging: 12 months in recently-emptied Old Fitzgerald bourbon barrels
  • SRP: $110/750ml
  • 3200 physical cases in US

ABOUT TEQUILA OCHO

Tequila Ocho is the world’s first single estate tequila; curating, selecting and harvesting the very ripest agaves from the world-renowned highlands, and distilling in the town of Arandas, in the state of Jalisco, Mexico. Tequila Ocho retains complete control of raw materials, from seedling to agave selection, fermentation & beyond, quite unlike most other tequila makers, leading to a liquid which is unparalleled.

The result of a dream shared by maestro tequilero Carlos Camarena and legendary tequila ambassador Tomas Estes, Tequila Ocho reflects the nuances of each and every agave field and is instantly recognizable by its annual vintages. Cooking, fermentation and distillation happen in the most traditional way in slow-cooking stone ovens, wooden vats, and copper pot stills, respectively. Such a painstaking approach has led Tequila Ocho Plata to be recognized by Forbes as the World’s Best Blanco Tequila.

As a tequila brand that prides itself on producing maximum agave flavor and essence, Ocho’s aged expressions, reposado, añejo and extra añejo, rest lightly in old bourbon barrels for a gentle rounding and smoothing by the wood – always complementing, yet never overshadowing, the pure, sweet, cooked agave notes. 

Every expression of Tequila Ocho is made from only three ingredients: agave, water & natural airborne yeast, respecting the traditional, artisanal methods used for generations.

For more information, visit www.Ochotequila.com, or find Tequila Ocho through social media channels, IG/FB: @tequilaOcho/@TequilaOcho.

ABOUT OLD FITZGERALD

Old Fitzgerald’s line of legendary, award-winning wheated bourbons dates back to the late 1800s. Inspired by John E. Fitzgerald, a treasury agent famous for thieving whiskey from the barrels in his care. First trademarked in 1884, the brand’s whiskey earned worldwide acclaim, through sales on rail cars, steamships and private clubs. More than a century later in 1999, Heaven Hill acquired, along with the purchase of the Bernheim Distillery, the Old Fitzgerald brand and aging stocks of wheated bourbon, ushering the brand into the 21st century. Today, Old Fitzgerald is renowned for its signature wheated bourbon mashbill and diamond decanters.

Media inquiries:

Colin Baugh

Emblem Public Relations

Colin@EmblemPR.com 

323-219-3427

Max Homa Partners with Elijah Craig for Ultra-Exclusive Toasted Barrel Pick

The standout 8-year-old pick will be released in extremely limited quantities with less than 200 bottles available exclusively for the most discerning golf and Bourbon fans

LOUISVILLE, Ky. (March 18, 2025) – PGA TOUR® pro Max Homa, known for his humor and strong performance on the golf course, has teamed up with Elijah Craig to create a one-of-a-kind Bourbon expression. When he’s not perfecting his swing, Homa can be found enjoying the rich, sweet oak notes of Elijah Craig Toasted Barrel, which he has dubbed his “hands-down favorite.” So, when the opportunity arose to collaborate on a private barrel pick for his fans, he jumped at the chance.

The result is a truly exclusive Toasted Barrel pick that captures Homa’s love for craftsmanship, collaboration, and the pursuit of excellence. The process begins with Elijah Craig’s renowned Small Batch Bourbon, which is then elevated by a second, custom toasted barrel. This step imbues the Bourbon with an additional layer of sweet oak complexity, creating a rich, full-bodied profile.

“Since the beginning of my partnership with Elijah Craig, fans have been asking for a barrel pick,” said six-time PGA TOUR® winner Max Homa. “All of the barrels I sampled were delicious which made the decision very difficult, but in the end my Toasted Barrel pick ultimately stood out with its rich creamy notes of butterscotch and vanilla alongside the classic oak smokiness and spice Elijah Craig is known for.”

For Max’s signature sip, the team followed the same finishing process, but with a unique twist—working with single barrels that were uncut and bottled at barrel proof. After sampling four carefully curated options alongside Elijah Craig Master Distiller Conor O’Driscoll, Homa stepped into the role for the day, ultimately selecting a standout 8-year-old Bourbon. This Bourbon, initially aged on the fifth floor of Heaven Hill’s Rickhouse M and finished for six months on the fifth floor of Warehouse H1, boasts an impressive 126.6 proof.

The result is a Bourbon with a depth of flavor that begins with the unmistakable aroma of toasted oak and sweet caramel. The finish is warm and satisfying, with lingering hints of chocolate and baking spices—perfectly embodying the signature toasted finish Elijah Craig fans know and love, while amplifying every rich note.

Max Homa’s exclusive Toasted Barrel pick is exclusively available to residents of Max’s home state of California, providing an opportunity for fans to enjoy a truly exceptional expression of Bourbon crafted by one of the game’s most talented athletes. Fans of both Elijah Craig and Max Homa can sign up to be the first to know when the release will be available for sale by visiting the Elijah Craig website. By providing contact information on the sign-up page, fans will receive an exclusive email with the limited opportunity to purchase the product. Note that joining the list is not a guarantee of purchase and product will be sold on a first come, first served basis.
Please note that joining the list is not a guarantee of purchase.

ABOUT ELIJAH CRAIG BOURBON: Elijah Craig Bourbon bears the name of the Reverend Elijah Craig, known as “The Father of Bourbon,” who established his distillery in 1789 on the banks of Elkhorn Creek in modern day Georgetown, Kentucky. He is credited with being the first distiller to age his wares in charred oak barrels. The clear, unaged corn liquor became transformed into a bold amber liquid with a distinctively smooth flavor that makes Bourbon what it is today. Produced by Heaven Hill Distillery, the family of whiskeys includes Elijah Craig Small Batch, Elijah Craig Straight Rye Whiskey, Elijah Craig Toasted Barrel Bourbon and Elijah Craig Toasted Barrel Rye, Elijah Craig Barrel Proof Kentucky Straight Bourbon Whiskey, and Elijah Craig Single Barrel Kentucky Straight Bourbon Whiskey. First brought to market in 1986, Heaven Hill Distillery’s Master Distillers were selecting a small number of barrels of the finest Bourbon to make Elijah Craig Small Batch long before the term “small batch” even existed. It is this attention to detail and superb craftsmanship that give Elijah Craig an ideal balance of age, robust body, and rich flavor. Elijah Craig accolades have included Whisky Advocate’s Whisky of the Year, Best Small Batch Bourbon, Best Single Barrel Bourbon (aged 11+ years) and Best Straight Bourbon at the San Francisco World Spirits Competition, and Excellent Highly Recommended honors at the Ultimate Spirits Challenge. For more information, please visit www.elijahcraig.com

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
kwest@heavenhill.com
(502) 413-0230

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PGA TOUR® Professional Golfers Robert MacIntyre and J.T. Poston Join Team Elijah Craig

Award-winning Bourbon strengthens golf alignment with the addition of two fan favorite PGA TOUR® pros and caddies to its roster

LOUISVILLE, Ky. (March 11, 2025) – Elijah Craig Bourbon today announced a new partnership with PGA TOUR® professional golfers Robert MacIntyre and J.T. Poston in multi-year sponsorship deals. Both MacIntyre and Poston, known for their consistent performances on the course, will now be supported by Elijah Craig as the “Official Bourbon of Robert MacIntyre” and “Official Bourbon of J.T. Poston.”

Robert “Bob” MacIntyre, currently ranked 16th in the Official World Golf Rankings, has two PGA TOUR® victories and three international wins, including his most recent triumphs at the 2024 Genesis Scottish Open and the 2024 RBC Canadian Open. A Scotland native from humble roots, Bob turned pro in 2017 and has consistently risen the ranks to become one of the brightest talents in the game including a 2023 appearance representing Team Europe in the Ryder Cup. As a sponsor, Elijah Craig will have prominent logo placement on the front of MacIntyre’s golf bag and will also sponsor his caddie, Mike Burrow. MacIntyre’s international presence will allow Elijah Craig to bring the partnership and a love of Bourbon to golf fans worldwide through integrated marketing campaigns, social media collaborations, and public appearances.

J.T. Poston, a three-time PGA TOUR® winner, most recently captured his third PGA TOUR title at the 2024 Shriners Children’s Open. Known for his easy-going nature and love of family and the outdoors, Poston’s achievements embody the same values of care and dedication that are at the heart of Elijah Craig Bourbon. As part of the sponsorship, Elijah Craig will have prominent logo placement on J.T.’s right chest and work closely with Poston through integrated campaigns, social media partnerships, and public engagements, where he can share his love for Bourbon with fans across the country. Elijah Craig will also sponsor J.T.’s caddie, Aaron Flener, a Kentucky native, and will have logo placement on his left sleeve.

“Bob MacIntyre and J.T. Poston embody the same level of ambition that goes into crafting our award-winning bourbon,” said Max Stefka, AVP, Global Whiskey Brands. “We are proud to support them on their pursuit of greatness and look forward to celebrating many victories alongside these two world class athletes and golf fans everywhere.”

“I’m proud to join the Elijah Craig family,” said Robert MacIntyre. “The game of golf teaches you that consistency and quality are key, and that’s exactly what you find with Elijah Craig. I’m looking forward to sharing some great moments with this incredible bourbon whiskey both on and off the course.”

“As a Bourbon lover myself, it’s a privilege to team up with Elijah Craig,” said J.T. Poston. “In golf, like in making Bourbon, it’s all about chasing perfection of our craft. Elijah Craig is the kind of brand that stands for excellence, and I’m excited for the experiences we’ll create together over the next few years.”

As the Official Bourbon and Worldwide Supplier of the 2025 Ryder Cup, this spring, Elijah Craig will launch its “Road to the Ryder Cup” campaign leading to one of golf’s greatest events when the Ryder Cup returns to U.S. soil at Bethpage Black in Farmingdale, New York this September. In addition to a speakeasy bar activation open to all fans on site at the Ryder Cup, Elijah Craig will extend the fan experience beyond the golf course. This 360-degree initiative will include premium media placements in golf publications, digital and social media engagement, consumer contests, Elijah Craig limited time offerings, in-store displays, among other multi-media marketing efforts.

ABOUT ELIJAH CRAIG BOURBON: Elijah Craig Bourbon bears the name of the Reverend Elijah Craig, known as “The Father of Bourbon,” who established his distillery in 1789 on the banks of Elkhorn Creek in modern day Georgetown, Kentucky. He is credited with being the first distiller to age his wares in charred oak barrels. The clear, unaged corn liquor became transformed into a bold amber liquid with a distinctively smooth flavor that makes Bourbon what it is today. Produced by Heaven Hill Distillery, the family of whiskeys includes Elijah Craig Small Batch, Elijah Craig Straight Rye Whiskey, Elijah Craig Toasted Barrel Bourbon and Elijah Craig Toasted Barrel Rye, Elijah Craig Barrel Proof Kentucky Straight Bourbon Whiskey, and Elijah Craig Single Barrel Kentucky Straight Bourbon Whiskey. First brought to market in 1986, Heaven Hill Distillery’s Master Distillers were selecting a small number of barrels of the finest Bourbon to make Elijah Craig Small Batch long before the term “small batch” even existed. It is this attention to detail and superb craftsmanship that give Elijah Craig an ideal balance of age, robust body, and rich flavor. Elijah Craig accolades have included Whisky Advocate’s Whisky of the Year, Best Small Batch Bourbon, Best Single Barrel Bourbon (aged 11+ years) and Best Straight Bourbon at the San Francisco World Spirits Competition, and Excellent Highly Recommended honors at the Ultimate Spirits Challenge. For more information, please visit www.elijahcraig.com

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
kwest@heavenhill.com
(502) 413-0230

IMAGES: Download here

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