World’s Second Leading Selling Bourbon Reaches Partnership Agreement with CBR Nationwide Professional Bull Riding Tour
BARDSTOWN, KY—Evan Williams Kentucky Straight Bourbon Whiskey, the second best selling Bourbon in the world, has signed a deal with Championship Bull Riding (CBR) to become the “Official Bourbon of the CBR”. Evan Williams, a product of Heaven Hill Distilleries, Inc., is already a major sponsor of the BASS Elite Series and BASS Elite pro angler Jason Quinn, but is expanding their sponsorship dollars out into another sport that indexes particularly high against the Bourbon demographic—professional bull riding.
By becoming a major sponsor and the official Bourbon of the CBR, Evan Williams will enjoy exposure to attendees at more than 20 live events nationwide with over 100,000 fans in attendance, plus over 14 million viewers each year through primetime broadcast of CBR events on the Great American Country (GAC) cable network. Evan Williams, which sold over a million 9-liter cases last year in the United States and internationally, will also enjoy display and sampling opportunities at CBR events. CBR was founded by bull riding icon Tuff Hedeman in 2004 and bills itself as “The Real Cowboy Sport”, riding a wave of popularity for rodeo events and bull riding in particular.
“Given the high index of bull riding and rodeo sports against the Bourbon demographic audience, we feel that our sponsorship of the CBR and Evan Williams’ status as its official Bourbon will allow us to reach a large and growing audience in a relevant and targeted way,” noted Susan Wahl, Brand Manager for Evan Williams at Heaven Hill. “With our sponsorship position in professional bass fishing already well-established, we feel that the CBR provides a great environment in which to promote Evan Williams to a different, but equally engaged audience.”
Evan Williams, named after Kentucky’s first distiller and a past winner of “Best Buy Whiskey of the Year” from Malt Advocate magazine, is produced according to a traditional 200 year old recipe by Heaven Hill’s father and son Master Distillers, Parker and Craig Beam. In addition to its sponsorship of the BASS Elite Series and now CBR, Evan Williams runs a multi-million dollar full page advertising campaign in publications that consistently index highest against Bourbon drinkers, such as Sports Illustrated, Rolling Stone, Maxim and Field & Stream.
“We are pleased to have reached a partnership agreement with a producer of such a high quality, uniquely American product,” stated Wes Bruce, CEO of Championship Bull Riding. “We look forward to a long term relationship with Evan Williams Bourbon.”
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.”
About CBR
Led by bull riding icon, Tuff Hedeman, Championship Bull Riding, Inc. (CBR) is a nationwide professional bull riding tour which airs primetime every week on GAC with over 14 million viewers each year and logging over 300 hours of television annually since 2004. Every CBR Tour features a two hour show and an adrenaline rush with more than 20 events and over 100,000 fans in live attendance. CBR is home of the REAL COWBOY SPORT and the best bull riders and bulls in the world. We are committed to the riders, the fans, the sponsors, and all those involved in the professional bull riding industry and we live by the words Strength, Stamina, Integrity and Speed. For more information on CBR, please visit www.CBRbull.com or call us at (817) 626-BULL.
CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heaven-hill.com