Nation’s second-largest selling Bourbon brand enters into two year sponsorship to become “Official Bourbon” of prestigious angling event
BARDSTOWN, Ky. – Evan Williams, the nation’s second-largest selling brand of Kentucky Straight Bourbon Whiskey, has announced a two year partnership agreement with The Toyota Texas Bass Classic (TTBC) that positions Evan Williams as “the official Bourbon of the Toyota Texas Bass Classic.”
Evan Williams Bourbon, produced in Bardstown, Kentucky, will receive significant exposure across all of TTBC’s promotional elements and on a nationally-aired CBS Sports broadcast. The multi-year agreement also provides Evan Williams with additional onsite exposure opportunities, including premier positioning and branded concessions areas at the exposition area. The TTBC is being held October 16-18 on Lake Conroe in Montgomery, Texas, and is the world championship of the Professional Angler’s Association (PAA) Tournament Series. It is open to the top 60 Professional Anglers Association competitors who earn spots based on PAA Tournament Series finishes.
Evan Williams began its involvement with professional bass fishing in 2003 through a sponsorship agreement with BASS, and the next year began sponsoring Bassmaster Elite Series pro Jason Quinn. Heaven Hill Distilleries, Inc., producers of Evan Williams, increased their stake in both BASS and in the mediagenic Quinn in subsequent years; for 2009 the brand will be title sponsor of two Elite Series events, including the Evan Williams Dixie Duel on April 2-5; and Quinn’s boat, tow vehicle, hauler, RV and uniform prominently display Evan Williams logo and graphics. Quinn is also a two time TTBC qualifier.
“The Toyota Texas Bass Classic is happy to bring Evan Williams on board as the official Bourbon for 2009 and 2010,” said TTBC Tournament Director Lenny Francoeur. “Evan Williams has a reputation for making the finest Bourbon whiskey around and we are pleased that our legal-age spectators will be able to enjoy it as well as other Evan Williams’ branded items.”
“We at Evan Williams Bourbon continue to invest in bass fishing as a relevant and targeted way to reach both our customers and new prospects,” stated Susan Wahl, Brand Manager for Evan Williams. “We have seen good returns on our investment in both bass fishing and angler Jason Quinn, our Team Evan Williams leader, since we first became involved seven years ago. We are very enthusiastic about making a major impression among an audience that, research shows, has such a strong affinity for Bourbon.”
Evan Williams also utilizes national consumer print advertising in core Bourbon demographic titles such as Playboy and Sports Illustrated, but supplements the schedule with insertions in key fishing titles such as Field & Stream, Bassmaster and BASS Times. The bass
fishing affinity is also carried through to point of sale display materials, which include fishing-themed case cards, on-packs and an in-store Jason Quinn standee display. Quinn, a four-time Bassmaster Classic qualifier, will also be featured in an Evan Williams bass fishing mini-show on ESPN2 in the fall of 2009.
About Heaven Hill Distilleries, Inc.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Lunazul Tequila and La Certeza Tequila. Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
About The Toyota Texas Bass Classic
The Toyota Texas Bass Classic is sanctioned by the Professional Anglers Association with technical assistance and support from Texas Parks and Wildlife Department’s Inland Fisheries Division. Title sponsor for the event is Toyota, and Evan Williams is the official Bourbon. The tournament will be held on Buffalo Springs, a planned development in the City of Montgomery. Corporate partnership opportunities are available for 2009. For additional information, visit www.toyotatexasbassclassic.com.