World’s Second Leading Selling Bourbon Reaches Target Audience Through Advertising, POS and Sponsorships with Buzz-Generating Creative
BARDSTOWN, KY–Evan Williams Kentucky Straight Bourbon Whiskey, the second best selling and fastest growing Bourbon in America, has launched a new multi-million dollar marketing campaign around the creative theme “Secrets Worth Sharing”. Evan Williams, which according to A.C. Nielsen Scantrack 2010 data is the fastest growing top volume Domestic Whiskey with growth at 12.4% versus .1% for the category, is basing its new creative approach on an “inner circle” strategy. According to national qualitative research conducted by Heaven Hill Distilleries, Inc., producers of Evan Williams, loyal consumers feel like they are “in the know” about the best Bourbon brand, that Evan Williams is the best kept secret in the category. To bring this process of discovery to a new audience, the creative for the new Evan Williams campaign calls out some of the best kept secrets–such as the “Best Damn Blues Joint in the US” (Rosa’s Lounge in Chicago), the “Best Lake for Prized Largemouth” (Lake Bienville in Florida) or the “Best Fried Chicken in the World” (Stroud’s Restaurant in Kansas City)–and pays off the assertion with “Some Secrets are Worth Sharing”, and the new Evan Williams tag line “Smooth Bourbon. Priced Right. Spread the Word.”
The new campaign will utilize print advertising, point of sale displays, internet marketing, sponsorships, radio advertising–and for the first time, cable TV spots–all executed under the “Secrets Worth Sharing” creative approach. The national four color, full-page print advertisements will generate millions of impressions among the Bourbon-consuming demographic by running in key, male oriented publications such as Sports Illustrated, Field & Stream, Maxim, and Rolling Stone. Evan Williams Bourbon has also become a national sponsor of the popular “The Big Show” on the John Boy and Billy radio network. And through national sponsorships of the Bassmaster Elite Series, the Bassmaster Federation Nation, and beginning this year, Championship Bull Riding, Evan Williams Bourbon will also gain exposure to millions of Bourbon drinkers, leveraging national cable TV presence on ESPN 2 and Great American Country (GAC) network.
“The ‘Secrets Worth Sharing’ positioning and creative is a direct reflection of the attitudes of our loyal Evan Williams consumers,” commented Susan Wahl, Brand Manager for Evan Williams at Heaven Hill Distilleries. “We have found through extensive research and testing that our buyers feel that they are more in the know, that they feel like Evan Williams is the best Bourbon for the money and they are part of a wise ‘inner circle’ that loyally purchase the brand. So we developed a campaign around the idea of the best kept secrets, and used examples like the best fried chicken or the best blues joint to bring the idea to life. Additionally, we have developed customizable versions of posters, banners and table tents so the ‘best bar’ or the ‘best barbeque’ can be tailored for a local market. We feel that ‘Secrets Worth Sharing’ is a powerful and inclusive new positioning for Evan Williams and one which will resound with customers and competitive users as well, helping drive further growth for the Bourbon category’s fastest growing brand.”
Evan Williams is the second best-selling Kentucky Bourbon in the United States and the world, and is named after Kentucky’s first distiller of 1783. A past Gold Medal Winner at the San Francisco World Spirits Competition, and a past winner of “Best Buy Whiskey of the Year” from Malt Advocate magazine, Evan Williams is produced according to a traditional 200 year old recipe by Heaven Hill’s father and son Master Distillers, Parker and Craig Beam. Aged 5-7 years and bottled at 86 proof (or 43% alcohol by volume), Evan Williams is available in 1.75 liter, 1.0 liter, 750ml, 375ml, 200ml, 100ml and 50ml sizes.
About Evan Williams
Evan Williams Kentucky Straight Bourbon Whiskey (www.evanwilliams.com) is the world’s second-largest selling Bourbon, named after Kentucky’s first distiller from 1783. It is produced by Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) and made under the careful supervision of Heaven Hill’s father and son Master Distillers, Parker and Craig Beam, who represent the sixth and seventh generations, respectively, of the most famous family in American Whiskey. Along with Evan Williams, Heaven Hill has a diversified portfolio of brands that includes The Christian Brothers Brandies; Elijah Craig Kentucky Straight Bourbon Whiskey; Rittenhouse Straight Rye Whisky; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heaven-hill.com