Author: Heavenhill Admin

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Lunazul Tequila Launches 2022 Spring Campaign with Discovery Featuring Josh Gates

Award-winning tequila debuts social and digital ad spots with Discovery GO and Discovery+

Lunazul Tequila embarks on its latest adventure this spring with a new marketing campaign featuring Josh Gates, host of Discovery’s Expedition Unknown. In a four-part series across Discovery GO and Discovery+, Gates will ‘Toast to Tradition’ as he discovers the history and heritage of Lunazul in Jalisco, Mexico.

The national media program will debut new social and digital ads featuring Gates venturing through the agave fields and Family Estate to uncover the eight generations of family heritage. Known for his unique brand of humor and deep-rooted passion for off-the-map adventures, Gates will showcase the hand-crafted quality of the Lunazul distillery from the field to the bottle. Fans can also follow along in the adventure through Gate’s social media platforms on Facebook, Instagram, and Twitter. Additionally, Lunazul will sponsor one week of Expedition Unknown to bring fans limited commercial interruption. The video series will be seen on connected TV ads across Discovery+ and Discovery GO, and on the Discovery Channel website here. Throughout the series, Lunazul is expected to garner 27 million impressions from January through April 2022.

“Lunazul Tequila has a rich history of cultivating a family legacy built on quality and craftsmanship,” said MaryCrae Brotzge, Senior Brand Manager, Heaven Hill Brands. “We are excited for fans to see Josh Gates uncover the stories and traditions behind Lunazul and discover the authentic culture and passion that bring this brand to life.”

Lunazul will support the Discovery series at retail with point-of-sale displays featuring a QR code directing to the Discovery microsite. Fans can follow Lunazul on Facebook and Instagram, as well as lunazultequila.com. 

For eight generations the Beckmann family has carried on the desire to create the highest-quality Tequila from using only the best ingredients and classic techniques. Born between the foothills of the Tequila Volcano and the deep valley of the Rio Grande River in Jalisco, Mexico, the Tierra de Agaves estate, where Lunazul is crafted, is home to the oldest dynasty of tequila producers. Since announcing the joint venture between Heaven Hill and Tierra de Agaves, Lunazul Tequila has enjoyed tremendous growth and notoriety. Across the portfolio, Lunazul has received a Chairman’s Trophy at the Ultimate Spirits Challenge; Best in Class, Platinum and Consumers’ Choice at the SIP Awards, Double Platinum and Best Blanco Tequila at the ASCOT Awards, and Best Blanco from the World Tequila Awards.

Lunazul Tequilas (SRP $19.99-29.99) are available in five varieties, Blanco, Reposado, Añejo, Primero and El Humoso.  Blanco and Reposado are available in 1.75 liter, 1.0 liter, 1.0 bar liter, 750 ml, 375ml and 50 ml sizes, while the Añejo, Primero, and El Humoso are available in the 750ml size only.  All are bottled at 40% alcohol by volume.

Founded in 1935, Bardstown, KY -based Heaven Hill Brands (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, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy and Burnett’s Vodkas; Admiral Nelson’s and Blackheart Rums; Black Velvet Canadian Whisky; Lunazul Tequila; The Christian Brothers Brandies; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur.

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Evan Williams American-Made Heroes Foundation Fund Opens 2022 Grant Applications

The Evan Williams American-Made Heroes Foundation Fund application period for the 2022 Veteran Community Action grants is now open. Eligible nonprofits that serve the veteran community can apply now through April 1, 2022 for the one-time grants.

As an American-made and American-owned Bourbon, Evan Williams is proud to support U.S. military veterans through the American-Made Heroes Foundation Fund. First established in 2020, the fund continues the brand’s support of veteran communities since launching the Evan Williams American-Made Heroes program and limited-edition label in 2015. To date, Evan Williams has recognized 42 veteran heroes on its American Hero Edition bottles and donated $450,000 to nonprofits. For the third consecutive year through the American-Made Heroes Foundation Fund, Evan Williams will be donating up to $75,000 to veteran causes with each grant totaling between $4,000 to $6,000.

The purpose of the foundation is to provide a platform for sharing inspiring veteran stories, raising public awareness for causes impacting the veteran community, and supporting nonprofit organizations that help veterans and their families through a specialized grant program. To learn more about the organizations eligible for support, or to apply for a Veteran Community Action grant, visit https://american-madeheroes.com/grant.php.

ABOUT EVAN WILLIAMS: The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world’s second largest-selling Bourbon. Evan Williams is a proud sponsor of Major League Baseball and the World Series, first forming a partnership with the national pastime in 2016. As an American-made and American-owned brand, Evan Williams has recognized true American heroes through their exceptional stories of honor and bravery on special edition American-Made Hero labels for the past seven years, now supported by the American-Made Heroes Foundation Fund. The Evan Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of Evan Williams through an immersive visitor’s center experience which brings to life the history and tradition of Kentucky’s native spirit as an official stop on the Kentucky Bourbon Trail.

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MEDIA CONTACT:
Lauren Cherry Newcomb
Heaven Hill Distillery
lnewcomb@heavenhill.com

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Heaven Hill Distillery Announces Spring 2022 Edition of the Old Fitzgerald Bottled-in-Bond Series

Heaven Hill Distillery announced today the release of the spring 2022 edition of Old Fitzgerald Bottled-in-Bond Kentucky Straight Bourbon Whiskey at 17 years old. Comprised of barrels produced in fall of 2004, and bottled in spring of 2022, the ninth national release ushers in the latest hallmark series to the bottled-in-bond legacy.

Bottled in an ornate decanter, the spring edition denotes a green label, consistent across all spring releases. As was the case for the past editions, 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 spring edition will be available in the 750ml size on an allocated basis. 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 $185.

The spring 2022 edition of Old Fitzgerald Bottled-in-Bond Kentucky Straight Bourbon Whiskey is the first 17-year-old of the nationally released series and features Bourbon pulled from across three floors of rickhouse V at Heaven Hill Distillery’s main campus. As a leader of the Bottled-in-Bond category, Heaven Hill is proud to offer a premium, allocated product within this special class that showcases the authenticity and quality of the American Whiskey portfolio. Acquired in 1999 by Heaven Hill, the legendary Old Fitzgerald line is well-known for its distilling pedigree and intriguing story behind its namesake, John E. Fitzgerald.

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

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MEDIA CONTACT:
Lauren Cherry Newcomb
Heaven Hill Distillery
(502) 413-0217
lnewcomb@heavenhill.com

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Heaven Hill Distillery Launches New, Ultra-Premium Heaven Hill Heritage Collection

First edition features 17-year-old barrel proof Kentucky Straight Bourbon Whiskey

Heaven Hill Distillery announced today the release of Heaven Hill Heritage Collection 17-Year-Old Barrel Proof Kentucky Straight Bourbon Whiskey, the first edition of the new Heaven Hill Heritage Collection. Each spring, this annual, highly limited release will feature some of the distillery’s oldest inventory of aging whiskey, heralding the exacting standards Heaven Hill Distillery has practiced since 1935.

The Collection, a testament to Heaven Hill’s patience and ultra-aging techniques, will feature one of the six traditional American Whiskey mashbills produced by Heaven Hill, the only heritage distillery to produce this range. The first edition features Heaven Hill’s Bourbon mashbill comprised of 78% corn, 10% rye, and 12% malted barley, and bottled at a barrel proof of 118.2. With an age statement of 17 years, this release is made up of 28% 20-year-old barrels, 44% 19-year-old barrels, and 28% 17-year-old barrels pulled from Deatsville, Glencoe, Schenley, and Heaven Hill main campus warehouse locations. Attributes will vary by release as deemed worthy of bottling.

“Over many years, we have been quietly aging some exquisite whiskeys to be introduced under a new collection within our Heaven Hill Distillery portfolio,” said Max L. Shapira, Heaven Hill President. “Of our 1.9 million barrels resting across six rickhouse sites, our master craftspeople have kept watchful eyes on this limited stock of special barrels and we are finally ready to release the first edition.”

Heaven Hill Heritage Collection joins its more experimental counterpart, the Parker’s Heritage Collection, to form the “Heritage Collection.” The Heaven Hill offering will be released in the spring, while Parker’s will continue to be released every fall. Releases from both collections offer a glimpse into the long-term plan across Heaven Hill’s American Whiskey stock and commitment to quality, craft, and innovation.

Each Heaven Hill Heritage Collection 750ml bottle will be accompanied by a premium box in signature Heaven Hill blue with the double-H insignia stamped in gold to signify Heaven Hill. As will become a signature of the Collection, specific attributes such as warehouse site locations, production dates, mashbill percentage, and other designations will be noted prominently on the packaging.  Heaven Hill Heritage Collection 17-Year-Old Barrel Proof Kentucky Straight Bourbon Whiskey will launch nationally on a limited basis with an SRP of $274.99.

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

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To download images relevant to this release, please visit here.

MEDIA CONTACT:
Lauren Cherry Newcomb
Heaven Hill Distillery
lnewcomb@heavenhill.com

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Evan Williams Bourbon Experience Releases Annual Limited Edition Kentucky Derby Festival Bourbon Bottle

The 2014 Vintage, 117 proof Bourbon is dipped in gold wax and features the 50th Edition Gold Pegasus Pin on the bottle neck

As an official sponsor of the Kentucky Derby Festival for the sixth consecutive year, the Evan Williams Bourbon Experience today released a special edition bottle of Evan Williams Single Barrel Bourbon with a commemorative 50th Edition Gold Pegasus Pin sealed in wax on the neck.

Dipped in a gold wax, the bottle features a special face label with the coordinating gold Kentucky Derby Festival logo and includes an official 2022 Pegasus Pin in an envelope attached to each bottle. Evan Williams Bourbon Experience Artisanal Distiller, Jodie Filiatreau, and Kentucky Derby Festival President and CEO, Matt Gibson, unveiled the official 2022 pin and limited-edition bottle at the Evan Williams Bourbon Experience by personally hand-dipping two of the 750 limited-edition bottles.

Beginning February 24, the Bourbon will be available for purchase at the Evan Williams Bourbon Experience for $79.99 and at select area retailers while supplies last. The limited edition 2014 vintage is bottled at 117 proof, commemorating both the 67th Kentucky Derby Festival plus the 50th year for the Pegasus Pin. Each bottle of Evan Williams Single Barrel Vintage Bourbon contains the exact day it was put in an oak barrel to age, the barrel number, and the date it was bottled.

“The Evan Williams Bourbon Experience is proud to partner with the Kentucky Derby Festival and celebrate a milestone year for the Pegasus Pin, which represents the unique Kentucky spirit that makes this time of year so exciting in the Bluegrass State,” said Evan Williams Bourbon Experience Artisanal Distiller Jodie Filiatreau. “Join us as we raise a toast to Kentucky’s heritage and usher in the 2022 Kentucky Derby Festival.”

The Bourbon is matured in natural open-rick warehouses under the careful supervision of Heaven Hill’s Master Distiller, who monitors the progress of each year’s vintage to ensure it maintains its intended flavor profile and superb quality. Evan Williams Single Barrel Vintage has won five “Whiskey of the Year” awards and is one of the most critically acclaimed specialty Bourbons produced by Heaven Hill Distillery, the world’s second largest holder of aging Bourbon.

“Celebrating the 50th year for the Pegasus Pins will make this year’s Kentucky Derby Festival even more special,” said Matt Gibson, KDF President & CEO. “Like the pins, we know Festival fans will want to add this special edition Evan Williams bottle to their collection too.”

Bringing the community together since 1956, the Kentucky Derby Festival has grown to become a whirlwind of more than 70 special events leading up to the big race in May. The Kentucky Derby Festival runs this year from March 16 – May 1. Pegasus Pins, which allow entry to many Derby Festival events, may be purchased exclusively at the Evan Williams Bourbon Experience through March 2, prior to being available at other local retailers.

ABOUT THE EVAN WILLIAMS BOURBON EXPERIENCE:

The Evan Williams Bourbon Experience® (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of Evan Williams, Kentucky’s first commercial distiller, through an immersive visitor’s center experience which brings to life the history and tradition of Kentucky’s native spirit. An official stop on the Kentucky Bourbon Trail®, the facility offers guests a historical glimpse back in time to see Evan Williams’ original distillery through high definition video recreations of the Louisville wharf and Main Street in the late 18th Century, plus recreations of Whiskey Row building facades along Main Street from the 1890’s through the present. Meanwhile, visitors learn the essential differences between distilling during Evan Williams’ era and Heaven Hill’s modern Bernheim Distillery operations.

ABOUT THE KENTUCKY DERBY FESTIVAL: Since 1956, the Derby Festival has worked to bring the community together in celebration. The Festival is an independent community organization supported by 4,000 volunteers, 400 businesses and civic groups, Pegasus Pin sponsorships and event participation. This involvement has made the Festival the largest single attended event in Kentucky and one of the leading community celebrations in the world.

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MEDIA CONTACT
Emily Gahafer

Heaven Hill Brands

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Louisville nonprofit New Roots benefits from Heaven Hill Brands’ employee-driven fundraising campaign

The donation is part of the company’s annual philanthropy project which supports local 501c3 organizations nominated by their employees

Each year, Heaven Hill Brands engages its employees to nominate and submit local organizations who could greatly benefit from their annual employee-driven, collaborative fundraising project. Today, New Roots received the 2021 $10,793.50 campaign donation which will help further the organization’s mission to ignite community power for fresh food access.

Philanthropy is an important part of Heaven Hill’s mission of enhancing the local communities through both charitable donations and community partnerships. Through several fundraising initiatives between September and December of 2021, Heaven Hill employees worked together to raise these funds which were then matched at $5,000 by the company.

This year’s recipient, New Roots, was nominated by Heaven Hill Quality Specialist Abby Long, who is based at the Bernheim Distillery in West Louisville. Long recognized the important impact this nonprofit makes by providing access to fresh, organic foods to all income brackets.

“As a long-time volunteer with New Roots, I’ve seen firsthand the impact their initiatives have to provide fresh food to some of our most vulnerable neighborhoods in and around Louisville,” said Long. “I’m humbled my fellow employees supported this philanthropy project to provide more opportunity for New Roots to expand their mission.”

New Roots makes fresh food available for all through the Fresh Stop Markets – farm-fresh food markets located in fresh food-insecure neighborhoods. The markets are active every two weeks from June through November at local churches, business, and community centers. There are currently eight Fresh Stop Markets that operate under New Roots’ umbrella: seven in Metro Louisville, one in Southern Indiana, and an independent Fresh Stop Market in Hazard, Ky.

“We are thrilled to receive this donation from Heaven Hill employees and look forward to investing this back into our communities to expand fresh food opportunities,” said Travis Brown, New Roots Operations Manager. “With the support of our partners, we are able to provide organic produce through our innovate share model, support local farmers, and create better health outcomes for our neighbors.”

Past recipients of this donation have included The Food Literacy Project, Feeding America, Portland Elementary School, Flaget Memorial Hospital’s Project Hope, Ronald McDonald House Charities, and Coalition for the Homeless. This is the sixth year for the company’s fundraising project and one of many ways that Heaven Hill and their employees contribute to their communities year-round.

To learn more about New Roots, and how you can support their efforts, visit newroots.org.

About Heaven Hill Brands

Founded in 1935, Bardstown, KY -based Heaven Hill Brands (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, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy and Burnett’s Vodkas; Admiral Nelson’s and Blackheart Rums; Black Velvet Canadian Whisky; Lunazul Tequila; The Christian Brothers Brandies; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur.

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

About New Roots

Just like air and water, fresh food is a basic human right. The idea for New Roots began when founder Karyn Moskowitz and a group of friends were frustrated with farmers markets’ inability to offer fresh, organic food to all income brackets and neighborhoods. New Roots was established to support this need by igniting community power for fresh food access with a vision that affordable, fresh, organic food is available year-round in all neighborhoods. This mission is accomplished through the establishment of Fresh Stop Markets operating across all cultural and economic landscapes working as part of one whole community.

Media Contact:

Lauren Cherry Newcomb

Heaven Hill Brands

lnewcomb@heavenhill.com

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Heaven Hill Distillery Wins Top Awards from 2022 American Icons of Whisky

Heaven Hill Bourbon Experience, Jeff Crowe recognized as winners

The Whisky Magazine Icons of Whisky awards announced the Heaven Hill Bourbon Experience as Visitor Attraction of the Year and Jeff Crowe as Visitor Attraction Manager of the Year. In a virtual presentation hosted on both Whisky Magazine and American Whisky Magazine’s Facebook pages, the visitor center and Crowe were announced as winners and finalists in the upcoming World’s Best competition in London on March 24.

Unveiled on June 14, 2021 as the Heaven Hill Bourbon Experience, the expansion and renovation of Heaven Hill Distillery’s visitor center in Bardstown are the culmination of a multi-year $125 million investment in Kentucky’s signature industry and model for the future of tourism since 2018. The state-of-the-art experience received a $19 million upgrade to become an interactive, educational space offering signature exhibits unique to the Heaven Hill Bourbon Experience. First opened on Oct. 15, 2004 as the Bourbon Heritage Center under the guidance of the late Harry Shapira, Heaven Hill’s presence as one of the first visitor centers on the Kentucky Bourbon Trail has played an instrumental role in establishing Kentucky as a top tourist destination.

First joining Heaven Hill in 2013, Crowe now serves as the Director of Kentucky Visitor Experiences for Heaven Hill Distillery. Crowe oversees the development and management of teams and programs at both the Evan Williams Bourbon Experience in Louisville, Ky. and the Heaven Hill Bourbon Experience. Through the difficult circumstances of the past two years, Crowe’s patience and perseverance in development and training led to the successful opening of the new Heaven Hill Bourbon Experience, along with continued success at both visitor centers. His continued involvement and leadership in trade, tourism, and hospitality organizations have paved the way for innovative, inclusive and strategic partnerships throughout the industry.

“I am humbled and grateful for the recognition, one that would not be possible without the support of my team and partners in the industry,” said Crowe. “We get to showcase the best of Kentucky Bourbon and the Commonwealth every day and I’m honored to work for Heaven Hill Distillery to shine a light on our tourism and hospitality.”

As noted by Phoebe Calver, editor of American Whiskey Magazine, “This year’s winners have proven themselves to be a shining light in the industry during tough times. It’s such a pleasure to be able to watch the development of the American whiskey industry and the way that distillers are challenging perceptions, while pushing standards higher and higher.”

Several Heaven Hill brands were also recognized during the World Whiskies Awards segment of the presentation, including brands within the recently acquired Samson & Surrey portfolio. Notable awards include Widow Jane 10-Year-Old winning Best Non-Kentucky Bourbon, Widow Jane Oak & Apple Wood Aged Rye winning Gold in the Rye category, and Henry McKenna winning Gold in the Bourbon category. More information, including silver and bronze medalists, can be found at www.worldwhiskiesawards.com.

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

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To download images relevant to this release, please visit here.

MEDIA CONTACT:
Lauren Cherry Newcomb
Heaven Hill Distillery
lnewcomb@heavenhill.com

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Learn More About Heaven Hill’s Latest Acquisition, Samson & Surrey

Heaven Hill Brands today acquired Samson & Surrey, including its portfolio of brands and facilities. The acquisition of Samson & Surrey further extends Heaven Hill’s portfolio with six high-growth, super-premium brands in several of the industry’s fastest growing categories.

“Throughout our 86-year history, our focus has been building a business with a portfolio of great brands sold through a great team,” said Max Shapira, Heaven Hill President. “The Samson & Surrey portfolio strategically enhances our portfolio with emerging brands in strong growth categories. Together with their team, Heaven Hill is poised to leverage the tremendous potential of these exciting brands.”

About Samson & Surrey

Founded in 2016 by former Bacardi execs Robert Furniss-Roe and Juan Rovira, Samson & Surrey teamed up to build a company with the vision “to create, together, the most admired premium independent spirits portfolio in the world.”

Their strategy identified brands with high levels of differentiation, high-quality liquids and a very high long-term potential for further development.

In order to fulfill the brands’ potential, Juan and Robert have also built a strong commercial and advocacy team with an international presence.

Steeped in craft and authenticity, each of the Samson & Surrey brands has brought new perspectives and tastes that have delighted consumers worldwide. Included in the acquisition are Tequila Ocho, Widow Jane American Whiskey, FEW Spirits, Brenne French Whisky, Bluecoat Gin and Mezcal Vago, along with their unique production facilities and processes. The company will continue as an independent division of Heaven Hill, led by Robert and Juan, with production continuing at each location.

Portfolio Premiumization

Portfolio premiumization is a core element of Heaven Hill’s strategy and key to the company achieving its financial and commercial objectives. We’ve executed this strategy through acquisitions, new product development and prioritization of our existing portfolio of brands.

According to Shanken News Daily, premium and above products are growing at more than 10% over the last five years, led by ultra-premium Tequila and ultra-premium whiskies.

“Over the last five years we have enjoyed unprecedented success thanks to the talents of our team, the truly remarkable award-winning liquids we make, and the engaging consumer stories we tell. The combined talent, scale, and resources of Heaven Hill now present a unique opportunity to provide a long-term home for Samson & Surrey and to further accelerate our growth,” said Robert Furniss-Roe, co-founder and CEO, of Samson & Surrey. “We believe strongly in the potential of our brands which are perfectly positioned to capitalize on the key spirits market trends. We could not be more delighted to join Heaven Hill and work together to continue building a strong portfolio in the premium and super-premium segments,” further commented Juan Rovira, co-founder and COO of Samson & Surrey.

Growth and Diversification through Acquisition

In the last 20 years, Samson & Surrey represents Heaven Hill’s sixth significant acquisition, as part of a broad strategy to diversify the company’s portfolio. Those acquisitions included:

  • 2003 – Hpnotiq Liqueur
  • 2012 – Admiral Nelson’s Rum
  • 2015 – Deep Eddy Vodka
  • 2017 – Carolans Irish Cream
  • 2019 — Black Velvet Canadian Whiskey
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Heaven Hill Acquires Samson & Surrey

Heaven Hill, America’s largest independent, family-owned and operated distilled spirits supplier, has today acquired Samson & Surrey, including its portfolio of brands and facilities. The acquisition of Samson & Surrey further extends Heaven Hill’s portfolio with six high-growth, super-premium brands in several of the industry’s fastest growing categories.

“Throughout our 86-year history, our focus has been building a business with a portfolio of great brands sold through a great team,” said Max L. Shapira, president, Heaven Hill Brands. “The Samson & Surrey portfolio strategically enhances our portfolio with emerging brands in strong growth categories. Together with their team, Heaven Hill is poised to leverage the tremendous potential of these exciting brands.”

Under the leadership of Robert Furniss-Roe and Juan Rovira, Samson & Surrey has built a remarkable portfolio of highly differentiated premium brands growing at 60% per annum, tracking $40m in Sales and present in over thirty markets worldwide. Included in the acquisition are Tequila Ocho, Widow Jane American Whiskey, Few Spirits, Brenne French Whisky, Bluecoat Gin, and Mezcal Vago. The company will continue to operate as an independent division of Heaven Hill led by Robert and Juan.

“Over the last five years we have enjoyed unprecedented success thanks to the talents of our team, the truly remarkable award-winning liquids we make, and the engaging consumer stories we tell. The combined talent, scale, and resources of Heaven Hill now present a unique opportunity to provide a long-term home for Samson & Surrey and to further accelerate our growth,” said Robert Furniss-Roe, co-founder and CEO, of Samson & Surrey. “We believe strongly in the potential of our brands which are perfectly positioned to capitalize on the key spirits market trends. We could not be more delighted to join Heaven Hill and work together to continue building a strong portfolio in the premium and super-premium segments,” further commented Juan Rovira, co-founder and COO of Samson & Surrey.

According to DISCUS Super Premium Tequila and Whiskey continue to enjoy growth rates more than 30% over the last five years as American consumers continue to adopt more premium products.

Perella Weinberg Partners LP acted as exclusive financial advisor to Heaven Hill with respect to the transaction. RBC Capital Markets, LLC acted as exclusive financial advisor to Samson & Surrey.

ABOUT HEAVEN HILL BRANDS: Founded in 1935, Bardstown, KY -based Heaven Hill Brands (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, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy and Burnett’s Vodkas; Admiral Nelson’s and Blackheart Rums; Black Velvet Canadian Whisky; Lunazul Tequila; The Christian Brothers Brandies; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur.

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

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To download images relevant to this release, please visit here.

MEDIA CONTACTS:

Lauren Cherry Newcomb
Heaven Hill Brands
lnewcomb@heavenhill.com

Colin Baugh
Emblem PR
colin@emblempr.com
(323) 219-3427

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Blackheart Spiced Rum Partners with Jenny McCarthy for New 2022 Spring Campaign

Award-winning rum debuts social and digital ad spots resolving to “Make Time for Friends”

BARDSTOWN, Ky. – Blackheart Spiced Rum is on a mission to bring back regular hangout habits and prioritizing time with friends this year, enlisting Jenny McCarthy as Friendship Coach extraordinaire in an outrageous parody campaign to help people “Make Time for Friends.” The actress, comedian, host, and best-selling author will train people who are struggling to pick cheers over chores and show them how to break out of the adulting routine, reconnect and recharge with Blackheart Rum.

The national media program will debut new social and digital ads featuring Coach Jenny running a series of drills on how to get back in a friendship routine together with Blackheart Rum. Using her honesty, humor and humility, Coach Jenny gets real with her trainees in the ten and thirty second spots featuring tips ranging from the perfect garnish to prioritizing happy hour over laundry.

“Blackheart Spiced Rum has a fun, empowering characteristic that comes to life through Coach Jenny’s friendship training techniques,” said Hannah Venhoff, Group Product Director, Heaven Hill Brands. “Our consumer has spent the last several years navigating big responsibilities and life changes and now we want them to know its ok to take time for themselves, be social and get up to something good. With Coach Jenny’s help, Blackheart can help them toast to what matters most in life, the people you love and the things you love doing.”

Additionally, Blackheart will launch a sweepstakes to coincide with the new campaign, with details releasing later this year. Weekly prizes will also be given away on social media throughout the campaign. Fans can follow Blackheart on Facebook, Instagram and Twitter for the latest updates.

Since Heaven Hill announced the launch of Blackheart Premium Spiced Rum in 2010, the brand has enjoyed tremendous growth and notoriety. In 2019, 2020 and 2021, Blackheart won the Consumer’s Choice award and earned a gold medal at the SIP Awards. Additionally, the brand is a five-time Beverage Information Group “Rising Star” award winner. Blackheart Premium Spiced Rum is crafted from only the finest imported rum, blended expertly with a hint of spice, lush caramel and other delicious natural flavors. At 93 proof, the brand is rich in flavor, voluptuous in taste and appeal, and edgy to the core. Blackheart Premium Spiced Rum (SRP $14.99) is available in 50ml, 375ml, 750ml, 1L, 1.75L sizes. All are bottled at 46.5% alc/vol (93 proof).

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

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To download images relevant to this release, please visit here.