FOR RELEASE: For Immediate Release
IMAGES: See directions at end of release
Second Largest Selling Bourbon in the US and the World Modernizes its Look
LOUISVILLE, Ky. – Heaven Hill Distilleries, Inc., the nation’s largest family-owned and operated independent spirits producer, announces a packing update to its Evan Williams family of Bourbons and Bourbon Specialty brands. Evan Williams, which is the United States’ and the world’s second-largest selling Kentucky Straight Bourbon Whiskey, is introducing the updated look across the flagship Black Label brand, the Evan Williams Reserve line of flavored Bourbons, the Evan Williams Green Label and White Label “Bottled-In-Bond” marques, as well as the seasonal Evan Williams Holiday Nog and Evan Williams Apple Orchard bottlings.
The change will affect the 1.75 liter, 1.0 liter and 750ml sizes for Evan Williams Black Label, Evan Williams White Label “Bottled-In-Bond”, and the flavored Evan Williams Reserves. It will also replace the 750ml sizes of Evan Williams Holiday Nog, Evan Williams Peppermint Chocolate Holiday Nog, Evan Williams Apple Orchard Fall Seasonal Liqueur, and Evan Williams Green Label. Both the Evan Williams Single Barrel Vintage and Evan Williams 1783 Small Batch Bourbon packages will be unaffected by this change.
The centerpiece of the packaging upgrade is the new proprietary bottle, which now features a reproduction of Evan Williams’ actual signature from an 1800 distilling license blown into the glass on all four sides of the squared off bottle shoulder. The shoulder label, which used to sit where the signature now is, has been removed and the “Extra Aged/Sour Mash” copy that appeared on the old shoulder label has been added to the neck wrap.
The Evan Williams Bourbon family is named after Kentucky’s first commercial distiller, who set his still up in 1783 at what is now 6th and Main Streets in Louisville. Evan Williams has grown to become the number two selling Bourbon brand nationally and globally, and has also received tremendous critical acclaim, including a Gold Medal at the San Francisco World Spirits Competition and “Best Buy Whiskey of the Year” from Whisky Advocate magazine. The brand benefits from a national media campaign, including print advertising, cable TV spots and sponsorships of both Bassmaster and Championship Bull Riding. In addition, Heaven Hill is currently completing construction on the Evan Williams Bourbon Experience™ in downtown Louisville, an immersive tourism experience and artisanal distillery scheduled to open in the Fall that will further enhance the brand marketing platform.
“The new bottles for the 750ml, 1.0 liter and 1.75 liter sizes give a cleaner, yet more branded, look to the overall package,” noted Susan Wahl, Senior Brand Manager at Heaven Hill who oversees the Evan Williams brand team. “As we continue to refine the look of Evan Williams, we have seen the brand outpace the category for seven straight years, giving us a very strong platform on which to make these upgrades. And the continuing sales success of the flavored Evan Williams Reserves, seasonal Nogs and Apple Orchard, and now the ‘Bottled-In-Bond’ White Label and Green Label, gives the Evan Williams franchise tremendous real estate on the shelf and greater stopping power.”
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.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 Evan Williams Bourbon; Burnett’s Vodkas and Gin; HPNOTIQ and HPNOTIQ Harmonie Liqueurs; Admiral Nelson’s and Blackheart Rums; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila and Rittenhouse Rye Whisky.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
-30-
CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heavenhill.com
To download images from this press release, please visit the Heaven Hill “Press Room” at http://connect.heavenhill.com and enter the username and password below.
Username: Heaven Hill
Password: Guest
Folder: Evan Williams Black