Category: Announcements

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Elijah Craig Debuts New Holiday “Craig Nog,” Elevated Eggnog Cocktail Made for Elijah Craig Bourbon

The Father of Bourbon is inspiring a new holiday tradition by making Craig Nog available to order direct to your door this December

BARDSTOWN, Ky., December 3, 2024 – Elijah Craig, a leading family of premium American Whiskeys, is putting an elevated twist on a beloved holiday tradition with the launch of “Craig Nog,” a new limited-edition, luxury eggnog cocktail designed for its award-winning Elijah Craig Small Batch Bourbon. Craig Nog takes the nostalgic flavors of eggnog and raises the bar with superior ingredients like Madagascar Vanilla extract, cinnamon, nutmeg and allspice, and is topped with gold glitter adorned star anise and a Bourbon barrel aged stir stick. The decadent ingredients are anchored by the proof and bold flavor of Elijah Craig Bourbon to create a deliciously well-balanced holiday cocktail.

The Craig Nog cocktail kit, available to order nationwide, provides an opportunity to slow down and enjoy the season while handcrafting your new signature holiday drink at home. It also makes the perfect gift! Each cocktail kit features a 375ml bottle of Elijah Criag Small Batch Bourbon, premeasured portions of each of the Craig Nog eggnog ingredients and a limited-edition etched Elijah Craig pitcher, the perfect keepsake for remaking your Craig Nog for seasons to come. Enjoy Craig Nog while hanging ornaments, opening presents or cheersing to the New Year.

Throughout December, those based in New York City and Chicago can also enjoy Craig Nog in prebatched and ready to enjoy cans by ordering through the Doordash app or website. Each order will be delivered in a limited-edition Craig Nog tote bag, perfect for transporting Craig Nog to and from holiday gatherings.

“One of my fondest holiday memories is of my grandmother whipping up a batch of her famous eggnog– the adults would always spike their cup with a little Kentucky love! While nostalgia inspired the creation of Craig Nog, we wanted to breathe new life into the beverage. The complexity of flavors found in Elijah Craig Bourbon were the perfect upgrade to begin with,” said Lynn House, National Spirits Specialist and Portfolio Mixologist at Elijah Craig Bourbon.

“Elijah Craig was the first distiller to age his whiskey in new charred oak barrels starting in the late 1700s, right around the time that eggnog as we know it was first invented. With the launch of Craig Nog, we’re bringing two iconic flavors together to elevate holiday drinking while maintaining the integrity of a tradition so many of us hold near and dear,” continued House.

Often fortified with brandy, eggnog is a popular seasonal beverage dating back hundreds of years that has firmly planted its roots in American culture. In the U.S., we consume more eggnog than any other country in the world, drinking more than 15 million gallons, or 240 million cups annually*. Elijah Craig recognized eggnog is easily elevated with the introduction of Bourbon as the spirit adds a welcomed punch of refined flavor. The brand created Craig Nog to redefine eggnog as a premium holiday beverage suitable for both Bourbon aficionados and Bourbon explorers who are newer to the spirit – inspiring a new holiday drinking tradition this year.

Craig Nog is available for preorder beginning December 3. If you’re 21+, visit www.elijahcraig.com/CraigNog to learn more and order Craig Nog direct to your door. For more holiday inspiration follow @ElijahCraig on Instagram.

For the full recipe & other media assets click here.

ABOUT ELIJAH CRAIG BOURBON

Known as “The Father of Bourbon,” Elijah Craig is credited with being the first distiller to age his wares in charred oak barrels to make Bourbon. The clear, unaged corn whiskey became transformed into a bold amber liquid with a distinctively smooth flavor that makes Bourbon what it is today. Elijah Craig’s community impact continues through Elijah Craig Old Fashioned Week, providing total donations of half a million to date to organizations supporting the hospitality industry. Produced by Heaven Hill Distillery, the nation’s largest independent, family-owned and led distillery and the world’s second-largest holder of Kentucky Bourbon, the Elijah Craig lineup includes: Elijah Craig Small Batch Kentucky Straight Bourbon Whiskey, Elijah Craig Straight Rye Whiskey, Elijah Craig Toasted Barrel Kentucky Straight Bourbon Whiskey, Elijah Craig Toasted Rye Whiskey, Elijah Craig Barrel Proof Kentucky Straight Bourbon Whiskey, and Elijah Craig 18-Year-Old Single Barrel Kentucky Straight Bourbon Whiskey. Elijah Craig’s accolades have included Whisky Advocate’s Whisky of the Year, Best Small Batch Bourbon and Double Gold at the San Francisco World Spirits Competition, and World’s Best Small Batch Bourbon and Best Kentucky Small Batch Bourbon at Whisky Magazine’s 2023 World Whiskies Awards. For more information, please visit www.elijahcraig.com.  

MEDIA CONTACT:
Kaitlynn West, Heaven Hill Distillery
(502) 413-0230
kwest@heavenhill.com

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Larceny Bourbon Launches Bold, New National Campaign with “Seize Tonight” Ad and Community Ambassadors Program

The award-winning brand debuts partnerships with a curated group of high-profile influencers in the digital space to coincide with new advertising campaign.

BARDSTOWN, Ky. (September 24, 2024) – Larceny Kentucky Straight Bourbon Whiskey today released an engaging new commercial to support the recently launched “Seize Tonight” campaign which encourages fans of Larceny to unleash their carefree spirit and get into some “good mischief”. The brand will also extend its reach with Community Ambassadors who embody this same spirit in the gaming, music and food scenes to create compelling content which highlights the craftsmanship behind Larceny Bourbon and their respective passions. The “Seize Tonight” campaign is centered around the idea that the most memorable moments happen when you let curiosity get the best of you and take a little risk – much like John E. Fitzgerald himself.

On the heels of its successful premium packaging redesign, the brand will debut an engaging new ad on premium streaming platforms directed by award-winning commercial film director André Betz. The spot shows how Larceny can be the catalyst for turning an ordinary evening into a memorable one. The hero seizes the opportunity to liven his friends’ night out by playing the piano after seeing a compelling vision of a keyhole ignite on the instrument. The crowd is surprised to hear the piano play, partly because the hero is so good, but also because the piano is clearly off limits. The spot reaches a pivotal moment when the stern bartender walks over to tell off the hero, only to reveal that she’s there to pour him a glass of Larceny in appreciation of his spontaneity. Both the 30-second video, as well as 15-second version, will be streamed on Connected TV and Online Video.

The “Seize Tonight” campaign’s manifesto will be brought to life by expanding the brand’s reach and appeal beyond the traditional bourbon drinker through influential Community Ambassadors in the gaming, music and food scenes. LP Giobbi is a celebrated DJ, producer, pianist, and activist, known for her innovative sound and impactful contributions to music and advocacy. BlackKrystel is a dominant force in in the world of gaming and has made her mark as an efficacious voice for carefree, authentic fun. Fabrizio Villalpando is a no-holds-barred home cook whose bold attitude towards entertaining through food has left a mark in the culinary scene. Justin Sajda is a self-described “average guy who makes above average cocktails” whose creative concoctions elevate the spirits he serves behind the bar and on social media where he can be found @thirstywhale_.

Unlike many other bourbons, Larceny is made with wheat instead of the traditional rye, using a mashbill of 68% corn, 20% wheat and 12% malted barley. The use of 20% wheat as the secondary flavor grain is 25% more than the leading competitor, resulting in exceptional smoothness. Larceny Small Batch is available nationwide at a SRP of $27.99 and the new, premium packaging is now shipping. Individual batches of Larceny Barrel Proof are released nationally on an allocated basis three times annually at a SRP of $64.99 and will be bottled in the new packaging starting this fall. Fans of Larceny are encouraged to enjoy it straight, on the rocks or in the classic Paper Plane cocktail.

ABOUT LARCENY BOURBON: The story of Larceny begins with John E. Fitzgerald, a bonded U.S. Treasury agent with a penchant for thievery of the best Bourbon. Using his keys to let himself into rickhouses at night, the “Fitzgerald Barrels”, as they came to be known, became one of America’s most beloved whiskeys after Prohibition with the launch of Old Fitzgerald. Today, the John E. Fitzgerald story continues through Larceny, an incredibly smooth and exceptional small batch Wheated Bourbon. First brought to market in 2012, Larceny is one of the most successful new-to-the-world Bourbons in the past decade. Produced by Heaven Hill Distillery, the brand offers Larceny Small Batch and Larceny Barrel Proof Kentucky Straight Bourbon Whiskey. Since its inception, Larceny has been an award-winning, best in class Bourbon receiving accolades such as Double Gold at the 2024 San Franscisco World Spirits Competition and Whisky Advocate Whisky of the Year in 2020. For more information, please visit www.larcenybourbon.com.

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

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MEDIA CONTACT:
Kaitlynn West
Heaven Hill Distillery
kwest@heavenhill.com

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Heaven Hill Distillery Announces 2024 Parker’s Heritage Collection® Limited Edition Bottling  

18th Edition of the annual ultra-premium release is a 14-year-old Malt Whiskey Finished in Reconstructed Heavy Toast Cognac Barrels

BARDSTOWN, Ky. (August 26, 2024) – Heaven Hill Distillery announced today the release of the 18th edition of the Parker’s Heritage Collection® featuring a 14-year-old Kentucky Straight Malt Whiskey Finished in Reconstructed Heavy Toast Cognac Barrels. The 18th Edition is an allocated product and will be available nationally and internationally in limited quantities at the suggested retail price of $169.99. Like previous editions, a portion of the proceeds will continue to support ALS research and patient care in honor of Parker Beam, late Master Distiller Emeritus.  

This edition is made possible due to the continued partnership with Master Blender Alain Royer, who Heaven Hill has partnered with on two previous Parker’s Heritage Collection releases. It is comprised of 14-year-old Malt Whiskey that was barreled in March 2009. The 128 Malt Whiskey barrels were dumped and then finished in 56 larger, reconstructed heavy toast Cognac barrels for almost four months. The original Malt Whiskey barrels are from the fourth floor of Rickhouse O and the sixth floor of Rickhouse Q. Once re-barreled, the Cognac barrels aged in Rickhouse H1 on the fifth floor. The mashbill for this edition is comprised of 65% malted barley and 35% corn and bottled at 107 proof.  The Whiskey is described as rich and velvety with flavors of molasses and bittersweet chocolate followed by cloves and nutmeg. At bottling, the liquid was non-chill filtered to preserve the natural flavors of the aging process.

“We are excited to continue to work with Alain Royer as we look for more ways to innovate with barrel finished products,” said Susan Wahl, Vice President of American Whiskey at Heaven Hill. “In honoring Parker’s enduring legacy, Heaven Hill Distillery remains steadfast in our commitment to uphold the high standards he set. With this latest expression, we celebrate Parker’s influence on and dedication to innovating outside of Heaven Hill’s traditional Bourbon mashbills by crafting a Whiskey that embodies his spirit as we continue to support ALS research and patient care.”

The late Heaven Hill Master Distiller Parker Beam, for whom the acclaimed series is named, was diagnosed with Amyotrophic Lateral Sclerosis (also called ALS or Lou Gehrig’s disease) in 2010. Since 2013, proceeds from sales of the Parker’s Heritage Collection have raised more than $1.3 million dollars toward ALS research and patient care through contributions made by Heaven Hill for each bottle purchased. With this edition, Heaven Hill will again contribute a portion of the proceeds from each bottle sold to the ALS Association. To learn more about The Parker Beam Promise of Hope Fund, please visit als.org/parker-beam-promise-hope-fund.

Packaged in the same upscale 750ml bottle as the previous seventeen editions, but with a garnet-colored label, the newest Parker’s Heritage Collection is available in a three-bottle case and will arrive at retail locations starting in September. With previous releases having won multiple awards from Whisky Advocate, Whisky Magazine, the Ultimate Spirits Challenge and the San Francisco World Spirits Competition, the series stands as some of the most critically lauded American Whiskeys in recent memory. Past bottlings have won awards ranging from “Best Special Barrel Finished Bourbon” and “Best North American Whiskey” to “American Whiskey of the Year” and “Best of Show, Brown Spirits.”

ABOUT HEAVEN HILL DISTILLERY: Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over 2 million barrels aging in more than 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbon, Pikesville Rye Whiskey, Rittenhouse Rye Whisky, Parker’s Heritage Collection, and Old Fitzgerald along with its extensive Bottled-in-Bond label collection. Heaven Hill Distillery currently holds the title of 2024 and 2023 Whisky Magazine Distillery of the Year and 2023 World’s Best Small Batch Bourbon from the Icons of Whisky, as well as the 2022 Large Spirits Producer of the Year from the Ascot Awards. Heaven Hill Distillery held the title of 2020 Whisky Advocate Whisky of the Year, the second Whisky of the Year for Heaven Hill Distillery in the past four years. In 2019 Heaven Hill Distillery was named San Francisco World Spirits Competition Distillery of the Year, Best in Show Whisky, and previously held the titles of 2018 San Francisco Spirits Word Spirits Competition Best Bourbon, 2016 Whisky Magazine Distillery of the Year. For more information, please visit www.heavenhilldistillery.com.

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

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MEDIA CONTACT:  
Kaitlynn West
Heaven Hill Distillery
kwest@heavenhill.com

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TEQUILA OCHO RELEASES HIGHEST PROOF EDITION OF PLATA “PUNTAS”

At 108 proof, Tequila OCHO Plata Puntas 2024 ups the ABV

ARANDAS, JALISCO, MX (AUGUST 22, 2024) – Tequila OCHO announces today that it will release Plata Puntas 2024, the brand’s third release of the overproof expression, and its highest ABV to date. Puntas 2024 is slated to hit shelves beginning in August.

Already a highly-anticipated seasonal release, Tequila OCHO Plata Puntas debuted in 2022 with co-founder and 5th generation tequilero Carlos Camarena upping the ABV each year since. At 108 Proof (54% ABV), Puntas 2024 further demonstrates both Camarena’s expertise as a maker of artisanal tequila and, perhaps more crucially, the importance of quality, fully-mature agave in the creation of top-notch tequila. 

Agaves used to make the single-field Plata Puntas 2024 were harvested solely from Rancho Mirandillas, a field named after the small Highlands town in eastern Jalisco that it neighbors, which is just over an hour northwest from Arandas, home to OCHO’s new Tequilera Los Alambiques. With maximum sunlight and a robust rotation of crops previously, Rancho Mirandillas has produced the purest, ripest agave, with a very high 31% sugar content for the piñas, resulting in a truly exceptional tequila.

Says Tequila OCHO Commercial Director Fany Camarena, “Everything we do at OCHO, every decision, is made with intention and care. By separating only the end of the heads and beginning of the heart of the distillation – we call this the “neck and shoulders” – it gives us an incredibly aromatic and flavorful result, one that is an even closer reflection of the agaves at the time of harvest. Puntas 2024 is our highest proof in the Ocho line up, but the real significance of this is, by using less water to proof down the tequila, we can preserve even more character of the agaves. The result is an explosion of flavors that evoke all of the senses and a beautiful sipping tequila that expresses the unique terroir from which the agaves were harvested.”

Tequila Ocho Puntas 2024 by the numbers:

  • 54% ABV/108 proof
  • Available in 750 ml bottles
  • Cases: 3500 cases in the USA
  • SRP: $74.99
  • Availability: Coast to coast

Tasting notes: Cacao spiciness, butterscotch, and a long, creamy finish

Nose: Agave, dried fruits & salted chocolate

What are the “Puntas” of agave spirits and why does it matter?

The puntas, or “distiller’s cut,” of agave spirits are cut from the very end of the heads and the very beginning of the heart of distillation. They have long been considered the most coveted part of the distillate and are traditionally set aside by the distiller to be enjoyed with friends and family on special occasions. Other high-proof tequilas on the market only use the “heart” cut of distillation, rather than the highly selective cut known as Puntas.

Tequila Ocho Plata Puntas 2024 is a blend of high-proof cuts proofed to 108 using deep well water from nearby the Tequila Ocho distillery. It’s at this high proof that drinkers will discover the highest concentration of agave flavors, while still experiencing a spirit that is extremely enjoyable to sip and savor neat.

ABOUT TEQUILA OCHO

Tequila OCHO is the world’s first single estate tequila; curating, selecting and harvesting the very ripest agaves only from the world-renowned highlands, and distilled in the town of Arandas, in the state of Jalisco, Mexico. Complete control of raw materials from seedling to fermentation is quite unlike most other tequila makers who source on the open market, and leads to a liquid which is quite unparalleled.

The result of a dream shared by maestro tequilero Carlos Camarena and legendary tequila ambassador Tomas Estes, Tequila OCHO reflects the nuances of each and every agave field and is instantly recognizable by its annual vintages. Cooking, fermentation and distillation happen in the most traditional way in slow-cooking brick ovens, wooden vats, and copper pot stills, respectively. Such a painstaking approach has led Tequila OCHO Plata to be recognized by Forbes as the World’s Best Blanco Tequila.

As a tequila brand that prides itself on producing maximum agave flavor and essence, Ocho’s aged expressions, reposado, añejo and extra añejo, rest lightly in old bourbon barrels for a gentle rounding and smoothing by the wood – always complementing, yet never overshadowing, the pure, sweet, cooked agave notes. 

Every expression of Tequila OCHO is certified 100% additive free, respecting the traditional, artisanal methods used for generations.

For more information, visit www.ochotequila.com, or find Tequila Ocho through social media channels, IG/FB: @tequilaocho/@TequilaOcho.

Media inquiries:

Colin Baugh

Emblem Public Relations

Colin@EmblemPR.com 

Kaitlynn West

Heaven Hill Brands

kwest@heavenhill.com

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Evan Williams Bourbon Announces Partnership to Become Game Day’s #1 Pour with Learfield

‘Evan Williams Bourbon Nation’ platform aims to enhance the game day experience for collegiate sports fans around the country in a multi-year deal beginning this fall

BARDSTOWN, Ky. (August 20, 2024) – Evan Williams Bourbon today announced a new partnership with Learfield, the media and technology company with ties to more than 1,200 of the nation’s top collegiate properties across its enterprise, for a multiple-year dealbeginning this August.  As part of this sponsorship, Evan Williams will be one of the first Bourbons to partner with some of our nation’s top college athletic programs, including University of Florida, Syracuse University, TCU, Ohio State University and University of Alabama. Fans cheering from the stands, kicking back at a tailgate, or coaching from their couch can join ‘Evan Williams Bourbon Nation’ to celebrate their team now that Kentucky’s 1st Distiller is becoming Game Day’s #1 Pour.

“From pre-game rituals to post-win celebrations, Evan Williams is the bourbon that scores with college sports fans and alumni,” said Molly Vincent, Senior Manager of the Evan Williams Brand. “We’re thrilled to bring Evan Williams together with this very loyal and enthusiastic audience who appreciates the excitement of a great play as much as a great pour and knows how to celebrate responsibly.”

This unique and exciting partnership gives Evan Williams the opportunity to show up everywhere fans are and help the most avid supporters show their school spirit. The partnership will be activated through in-stadium signage, branded bar spaces, and tailgate activations at the five select schools, while also being promoted through local and regional media, in store and on-premise beginning with the 2024 NCAA football season.

The time and passion needed for crafting a great bourbon like Evan Williams is equal to the enthusiasm and dedication of die-hard fans supporting their teams. Touting some of the most wide-reaching, loyal fan and alumni bases in college sports, Evan Williams will cultivate new and exciting ways to give fans of these universities across the country the connection to the game day experience.

“By integrating Evan Williams into the game day experience, we aim to enhance how fans connect with their favorite teams,” said Shawn Hegan, Executive Vice President of Global Partnerships at Learfield. “We’re not just bringing a great bourbon to the fans – we’re creating new ways for people to enjoy and celebrate their passion for college sports. We’re looking forward to building and expanding this partnership for years to come.” 

The partnership also marks the debut of Evan Williams’ national college sports platform – ‘Evan Williams Bourbon Nation’.  Rolling out nationally this spring, the ‘Evan Williams Bourbon Nation’ platform will target all collegiate sports fans and the broad array of college sporting events across the country with a particular focus on football and basketball. The platform will be supported with prominent media placements in premium college sports programming along with high-reach digital advertising and social media efforts, on-premise activations, custom cocktails, consumer promotions and in-store displays to round out the 360-degree campaign. Evan Williams and Learfield are thrilled to bring Game Day’s #1 Pour to college sports enthusiasts across the country seeking to responsibly celebrate their favorite sports and teams.

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. In 1783, the brand’s namesake opened Kentucky’s First Distillery on the banks of the Ohio River. Many years and barrels later, Evan Williams Bourbon is still produced the right way, using the same time-honored methods. 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 nine 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. Learn more at www.EvanWilliams.com. Heaven Hill reminds everyone to think wisely, drink wisely®.

ABOUT LEARFIELD: Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.

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MEDIA CONTACT:  
Kaitlynn West
Heaven Hill Brands
kwest@heavenhill.com

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Larceny Kentucky Straight Bourbon Whiskey Launches New Packaging & “Seize Tonight” Campaign

New initiatives pay homage to John E. Fitzgerald, the U.S. Treasury Agent whose act of stealing from the best barrels in the rickhouse inspired the Larceny and Old Fitzgerald brands

BARDSTOWN, Ky. (July 23, 2024) – Larceny Kentucky Straight Bourbon Whiskey today announced new elevated packaging along with a new campaign entitled “Seize Tonight.” The upgraded design on both Larceny Small Batch and Larceny Barrel Proof uses premium papers and foils to prominently feature the key and keyhole iconography the brand is known for alongside the Old Fitzgerald seal. The “Seize Tonight” campaign is centered around the idea that the most memorable moments happen when you let curiosity get the best of you and take a little risk – much like John E. Fitzgerald himself.

John E. Fitzgerald, a U.S. Treasury agent in the late 1800s, used his keys to access aging whiskey barrels, stealing the best Bourbon for himself. When it came time to dump these barrels some were unusually light and exceptionally smooth and became known around the distillery as “Fitzgerald Barrels”. This inspired the historic Old Fitzgerald brand and then Larceny which launched in 2012. The connection between the two brands is highlighted in the new Larceny package. Elements like the original Old Fitzgerald seal in foil on top of the capsule and Fitzgerald’s signature at the bottom of the label show the classic brand’s endorsement of Larceny. Larceny’s iconic key symbol has also received an upgrade with a sculpturally embossed foil key that takes direct inspiration from the Old Fitzgerald key. Wheated Bourbon Mashbill is prominently featured on the bottom label, calling out Larceny’s unique flavor profile. 

Sometimes what’s not there is the key to what is. One of the biggest features of the new package is not visible to the naked eye. Printed with UV ink, the legend behind Larceny can barely be seen in natural light but hold the label under a blacklight and the story is revealed. This feature alludes to the fact that for many years the story of John E. Fitzgerald was lost to history. It was only in recent decades that Fitzgerald’s true identity as a Treasury Agent with a taste for stolen whiskey came to light. The new label resembles a page ripped from the history books – lost for many years, but rediscovered. On the back of Larceny bottles, Bourbon fans can scan the QR code taking them directly to the newly updated Larceny website.

Inspired by John E. Fitzgerald’s act of mischief that left the world with an extraordinary Bourbon, the “Seize Tonight” campaign is the brand’s take on carpe diem which encourages fans to embrace the unexpected and break from routine. This campaign will be extended across connected TV, digital, social and on and off premise this fall.

Unlike many other bourbons, Larceny is made with wheat instead of the traditional rye, using a mashbill of 68% corn, 20% wheat and 12% malted barley. The use of 20% wheat as the secondary flavor grain is 25% more than the leading competitor, resulting in exceptional smoothness. Larceny Small Batch is available nationwide at a SRP of $27.99 and the new packaging is now shipping. Individual batches of Larceny Barrel Proof are released nationally on an allocated basis three times annually at a SRP of $64.99 and will be bottled in the new packaging starting this fall.

ABOUT LARCENY BOURBON: The story of Larceny begins with John E. Fitzgerald, a bonded U.S. Treasury agent with a penchant for thievery of the best Bourbon. Using his keys to let himself into rickhouses at night, the “Fitzgerald Barrels”, as they came to be known, became one of America’s most beloved whiskeys after Prohibition with the launch of Old Fitzgerald. Today, the John E. Fitzgerald story continues through Larceny, an incredibly smooth and exceptional small batch Wheated Bourbon. First brought to market in 2012, Larceny is one of the most successful new-to-the-world Bourbons in the past decade. Produced by Heaven Hill Distillery, the brand offers Larceny Small Batch and Larceny Barrel Proof Kentucky Straight Bourbon Whiskey. Since its inception, Larceny has been an award-winning, best in class Bourbon receiving accolades such as Double Gold at the 2024 San Franscisco World Spirits Competition and Whisky Advocate Whisky of the Year in 2020. For more information, please visit www.larcenybourbon.com.

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

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IMAGES: Download here

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Distillery
kwest@heavenhill.com

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Elijah Craig Launches Toasted Rye Kentucky Straight Rye Whiskey

New expression finished in custom toasted new oak barrels adds sweet complexity to Elijah Craig Straight Rye’s unique spice

BARDSTOWN, Ky. (July 17, 2024) – Elijah Craig, a leading family of premium American Whiskeys, today announced the launch of Elijah Craig Toasted Rye. In 1789, Elijah Craig was the first to char oak barrels to make Bourbon, leading to him being credited as the ‘Father of Bourbon’. The newest expression continues this tradition of barrel innovation and as a result, adds complex layers of soft and creamy milk chocolate to the characteristic spice notes of Elijah Craig Straight Rye.

The process begins with fully matured Elijah Craig Straight Rye Whiskey, which is dumped and then re-entered at barrel proof into a second, custom toasted new oak barrel designed in partnership with Independent Stave Company. The toast on these secondary barrels is unique to Elijah Craig Toasted Rye. At the end of the nearly hour long toasting process, a cap is placed on the barrel to quickly ramp up the heat to an extremely high temperature allowing phenols to embed in the surface of the barrel for an added element of smoke to complement the spice and sweetness of the Rye. Unlike many other finished whiskeys, this whiskey retains its status as a Kentucky Straight Rye Whiskey because the second finishing barrel is both new and charred.

Elijah Craig Toasted Rye leads with an aroma of toasted oak, crème brûlée, almond and hazelnut. Notes of milk chocolate and subtle baking spices fill the palate, while a creamy mouthfeel begins to take shape. The finish is soft and warm with lingering, drawn-out spices.

“From the moment our tasting panel tried Elijah Craig Toasted Rye through our ongoing innovation process, we knew this expression was going to be special,” said Elijah Craig Group Product Director Max Stefka. “The custom toasted barrel from our partners at Independent Stave Company takes an already world-class whiskey and adds in a dessert-like bouquet of flavors.”

Elijah Craig Toasted Rye is made as a traditional American Straight Rye Whiskey with 51% rye, 35% corn and 14% malted barley. This combination of grains, which relies heavily on corn as the secondary grain rather than a higher percentage of rye, has been the primary Rye mashbill used by Kentucky Bourbon distilleries since taking over nearly all American Rye production post-Prohibition. Allowing Elijah Craig Rye to rest for a finishing period in the secondary barrel adds the perfect amount of balance from the toast to the classic rye spice.

Each bottle of Elijah Craig Toasted Rye Whiskey will bear hints of softened dark green with the toasted rye designation prominently featured at the top of the label and decorated on the bottle. This highly allocated release will be available nationally by late July at a suggested retail price of $54.99. Elijah Craig Toasted Rye’s release comes four years after the launch of Elijah Craig Toasted Barrel Bourbon, an offering also available at an SRP of $54.99 for fans of the brand across the country.

Elijah Craig has won numerous accolades for its various line extensions. Most recently, Elijah Craig Barrel Proof C923, A124 and Elijah Craig Toasted Barrel received Double Platinum designation at the 2024 ASCOT Awards. In 2023, Elijah Craig Barrel Proof B523 won a gold medal from Bartender Spirits Awards and the World’s Best Small Batch Bourbon and Best Kentucky Small Batch Bourbon at Whisky Magazine’s 2023 World Whiskies Awards. Whisky Advocate named Elijah Craig Barrel Proof B517 its 2017 “Whisky of the Year”.

ABOUT ELIJAH CRAIG BOURBON: Known as “The Father of Bourbon,” Elijah Craig is credited with being the first distiller to age his wares in charred oak barrels to make Bourbon. The clear, unaged corn whiskey became transformed into a bold amber liquid with a distinctively smooth flavor that makes Bourbon what it is today. Elijah Craig’s community impact continues through Elijah Craig Old Fashioned Week, providing total donations of more than $400,000 to date to organizations supporting the hospitality industry. Produced by Heaven Hill Distillery, the nation’s largest independent, family-owned and led distillery and the world’s second-largest holder of Kentucky Bourbon, the Elijah Craig lineup includes: Elijah Craig Small Batch Kentucky Straight Bourbon Whiskey, Elijah Craig Straight Rye Whiskey, Elijah Craig Toasted Barrel Kentucky Straight Bourbon Whiskey, Elijah Craig Barrel Proof Kentucky Straight Bourbon Whiskey, and Elijah Craig 18-Year-Old Single Barrel Kentucky Straight Bourbon Whiskey. Elijah Craig’s accolades have included Whisky Advocate’s Whisky of the Year, Best Small Batch Bourbon and Double Gold at the San Francisco World Spirits Competition, and World’s Best Small Batch Bourbon and Best Kentucky Small Batch Bourbon at Whisky Magazine’s 2023 World Whiskies Awards. For more information, please visit www.elijahcraig.com.  

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MEDIA CONTACT:
Kaitlynn West
Heaven Hill Distillery
(502) 413-0230
kwest@heavenhill.com

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Lunazul Tequila Launches New Campaign “Look to Luna”

The premium tequila brand executes exciting new initiatives to amplify the Lunazul story

JALISCO, Mexico (July 9, 2024) – Lunazul Tequila, the approachable, premium tequila brand made with hand-harvested 100% blue weber agave launched a new advertising campaign today titled “Look to Luna.” The campaign centers around an exciting new ad with the brand belief that those who know the intersection of premium craftsmanship and casual enjoyment “Look to Luna” when choosing a tequila to buy. Lunazul Tequila uses no additives and is backed by more than 250 years of tequila-making expertise with the Beckmann family at the helm, living up to the statement: “where tradition outshines trends.”

The new “Look to Luna” campaign will be backed by a significant media buy on connected TV, programmatic and social media advertising and fresh, exciting offerings for the on and off premise. Ads will run worldwide on ESPN, HULU, HBO Max, and Disney+ among others. The exquisitely shot ad features Lunazul Blanco enjoyed by consumers – both neat and in a variety of cocktails. The handcrafted nature of Lunazul shines through with imagery highlighting the tequileros who hand-harvest each blue weber agave. The ad campaign was produced in partnership with agency Method1.

To kick off the new campaign, Lunazul hosted a “Treat & Retreat” 3-day experience for a diverse group of 10 VIP macro and micro influencers at Cedar Lake Estates in upstate New York in early June. While on-site, guests were treated to chef-prepared meals (with perfectly paired Lunazul cocktails), a relaxing candle making class, a hands-on mixology workshop, and free time sprinkled in where they could enjoy the resort’s amenities. Each influencer left the retreat with a greater knowledge of Lunazul’s great heritage and exceptional quality. To continue the momentum, Lunazul is thrilled to partner with Emmy-award winning talk show host, and Grammy-award winning singer Kelly Clarkson for a feature on her incredibly popular daytime show. The Kelly Clarkson show will showcase Lunazul in segments beginning this October.

“In an ever-growing tequila market, Lunazul resonates with consumers searching for the best quality tequila at an approachable price,” said Lunazul Senior Brand Manager Brittany Wenig. “Our message of ‘finer doesn’t come with fanfare’ reflects our belief that Lunazul stands above others based on its history, heritage, and hand-crafted nature plus the expert-level knowledge and talent of our distillery team. Lunazul rests on its own laurels because tradition outshines trends.”

Lunazul’s story began with Francisco Beckmann Senior — a seventh generation descendent of the Beckmann family — the oldest dynasty of tequila producers. Born from a long line of Master Tequileros with a deep reverence for agave, Francisco established Tierra de Agaves in 1992, after selling his stake in the family business. He kept his shares of the agave fields to create a premium tequila made with only the highest integrity, quality, and approachability. Instilling his love for his craft into his family, he passed along the tradition to his son, Jorge Beckmann, who became president of Tierra de Agaves in 2005. Since 2007, Master Tequilero Francisco Quijano has been a dutiful caretaker of Lunazul. He personally tastes every batch of tequila to ensure the unparalleled consistency the brand is known for. Under his supervision, the brand has flourished – reaching the 1.5 million case mark in early 2024.

At the heart of Lunazul’s unique brand commitments are critical sustainability practices that are visible in every step of the production process on site in Tierra de Agaves, Mexico.  A significant part of the brand’s sustainable footprint incorporates three key areas that include: agave fiber composting, solar power, and wastewater reclamation. In the area of composting, the distillery’s focus on regenerative agriculture is enriching the soil with natural nutrients and bolstering the fertility of the fields. With concerted efforts, the Tierra de Agaves distillery is working towards transforming the distillery to operate entirely on solar power, which can reduce its environmental impact and contribute to a more sustainable energy landscape. Lastly, Tierra de Agaves is one of only a few distilleries that features a state-of-the-art water treatment plant where wastewater, a by-product of the tequila distillation process, is cleaned, filtered, and returned to irrigate the agave fields. It’s yet another way the brand is committed to environmental responsibility.  

About Lunazul Tequila:  Hand-harvested and estate bottled in the heart of agave country, the award-winning Lunazul tequila is made with 100% Blue Weber agave and backed by hundreds of years of tradition. Lunazul is a backed by industry heritage and a flavor profile that has been perfected and maintained by our Master Tequilero Franciso Quijano with no additives. The agave is slow cooked and fermented with our proprietary yeast strain that dates back over 250 years. Lunazul is also proud to employ sustainable waste practices throughout its production process. Each bottle of Lunazul Tequila reflects the rich heritage and traditions of Mexico, capturing the spirit of Latin culture in every sip. Lunazul expressions include Blanco, Reposado, Anejo, Primero-Cristalino, and Primero-Humoso. For more information about the brand visit lunazultequila.com and follow on social media @lunazultequila.

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MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
(502) 413-0230
kwest@heavenhill.com

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Elijah Craig Bourbon Introduces “The Mulligan” as Official Bourbon Cocktail of 2024 PGA Championship at Valhalla

Hundreds of Avid Louisville Golfers Enjoyed the Cocktail with a shot at a Mulligan for $25,000

The Elijah Craig Mulligan is a refreshing cocktail that utilizes lemonade, tea infused with Elijah Craig Small Batch or Straight Rye Whiskey, soda water, a mint and lemon wheel garnish. There are no do-overs in tournament play. Fortunately, we’re a little more forgiving with an Elijah Craig Mulligan.

“Elijah Craig is putting a spin on a golf classic with the Mulligan, a refreshing on course cocktail,” said Max Stefka, Group Product Director, Elijah Craig Bourbon. “Mulligans may not be in the official rule book, but we can all use a second try.”

The Elijah Craig Mulligan will be available at the 2024 PGA Championship across the Valhalla Golf Club and at the Elijah Craig Bourbon Speakeasy at the 14th hole of the course, aptly named “On The Rocks,” from May 16-19, and during practice rounds. Larger in size and scale than any previous championship, spectators visiting the Speakeasy can taste the distinctive warm spice & smooth flavor of Elijah Craig Small Batch, enjoy hand-crafted signature cocktails, and engage in photo opportunities after signing their name on an interactive signature wall.

Offsite, area consumers will find displays and engagement opportunities at retail and bar locations promoting Elijah Craig’s exclusive sponsorship. Travelers visiting the Heaven Hill Bourbon Experience in Bardstown, Kentucky will enjoy special Elijah Craig golf cocktails and co-branded merchandise to welcome those from near and far.

The Elijah Craig Hole-in-One challenge gave golf participants one free shot at the target, with a mulligan shot available with a donation of $5 or more to First Tee – Louisville. Elijah Craig and Heaven Hill Brands matched up to $10,000 of donations from the event. The $10,000 donation makes it possible for over 60 young, aspiring golfers to learn the sport.  One hundred percent of these scholarships support youth who could not otherwise afford the cost of lessons.  This year alone, First Tee – Louisville served over 657 unique youths, one third of those being female participants and one third being ethnically diverse participants. 

“Elijah Craig, Heaven Hill Brands, and First Tee – Louisville, are a ‘hole in one’ partnership. We are proud to support activity-based programs for youth from underserved and under-represented communities,” said D’Shawn Johnson, Executive Director of First Tee – Louisville. “Today was a win-win for everyone involved.”

The Elijah Craig Mulligan

  • 2 oz. Tea-Infused Elijah Craig Bourbon
  • 4 oz. Lemonade
  • Splash of Soda Water
  • Garnish: Mint & Lemon Wheel

Steep one green tea bag in three ounces of Elijah Craig Bourbon for ten minutes. Fill highball glass with ice. Pour lemonade in a highball glass over ice. Top with soda water. Float tea-infused Bourbon on top. Stir & Sip.

About Elijah Craig Bourbon: Known as “The Father of Bourbon,” Elijah Craig is credited with being the first distiller to age his wares in charred oak barrels to make Bourbon. The clear, unaged corn whiskey became transformed into a bold amber liquid with a distinctively smooth flavor that makes Bourbon what it is today. Elijah Craig’s community impact continues through Elijah Craig Old Fashioned Week, providing total donations of up to $400,000 to date to organizations supporting the hospitality industry. Produced by Heaven Hill Distillery, the nation’s largest independent, family-owned and led distillery and the world’s second-largest holder of Kentucky Bourbon, the Elijah Craig lineup includes: Elijah Craig Small Batch Kentucky Straight Bourbon Whiskey, Elijah Craig Straight Rye Whiskey, Elijah Craig Toasted Barrel Kentucky Straight Bourbon Whiskey, Elijah Craig Barrel Proof Kentucky Straight Bourbon Whiskey, and Elijah Craig 18-Year-Old Single Barrel Kentucky Straight Bourbon Whiskey. Elijah Craig’s accolades have included Whisky Advocate’s Whisky of the Year, Best Small Batch Bourbon and Double Gold at the San Francisco World Spirits Competition, and World’s Best Small Batch Bourbon and Best Kentucky Small Batch Bourbon at Whisky Magazine’s 2023 World Whiskies Awards. For more information, please visit www.elijahcraig.com. Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

About First Tee – Louisville: First Tee – Louisville is a youth development organization that enables kids ages 6 to 18 the opportunity to build the strength of character that empowers them through a lifetime of new challenges. By seamlessly integrating the game of golf with a life skills curriculum, First Tee creates active learning experiences that build inner strength, self-confidence, and resilience that kids can carry to everything they do. First Tee is Building Game Changers through its junior golf programs. In 2023, First Tee – Louisville served nearly 1700 kids through its various programs and has awarded more than $100,000 in scholarships to Louisville Metro Youth. For more information, please visit www.firstteelouisville.org.

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Heaven Hill Distillery Announces the Release of the Old Fitzgerald Bottled-in-Bond 25th Anniversary Edition

This edition is just the third release in the VVS (Very Very Special) line of the Decanter Series

BARDSTOWN, Ky. (April 2, 2024) – Today Heaven Hill announced the release of the Old Fitzgerald Bottled-in-Bond 25th Anniversary Edition commemorating the anniversary of Heaven Hill acquiring the historic Bernheim Distillery (DSP-KY-1) in Louisville, Ky and along with it the Old Fitzgerald brand. Comprised of 13-year-old barrels, this edition ushers in the latest release to the decanter series and adds to Heaven Hill Distillery’s bottled-in-bond legacy.

After the catastrophic fire at the Old Heaven Hill Springs Distillery in November 1996, Heaven Hill acquired the Bernheim Distillery in Louisville in April 1999. The barrels used for this release were produced in September 1999, emptied in March 2013 and bottled in February 2024.  When these barrels were tested in 2013, it was decided that the taste profile at 13 years old was exceptional and the profile would be reserved for a special occasion, such as this 25th Anniversary Edition. Thirteen is also a lucky number for Heaven Hill, as the company filled its first barrel ever on December 13, 1935.  

 “The Bernheim Distillery became the lifeblood of Heaven Hill after the setback from the fire and has been ever since,” said Executive Chairman Max Shapira. “We are honored to have been able to continue the Old Fitzgerald legacy since that time and look forward to many more years of exceptional releases from Bernheim Distillery and from the Heaven Hill Springs Distillery set to open early next year.”

The Old Fitzgerald Bottled-in-Bond Decanter Series is comprised of three types of releases: Spring, Fall and VVS. This special edition is denoted by a maroon label. Since 2018, there have only ever been two other VVS releases, including VVS 2018 14-year-old and VVS 2020 16-year-old. The 2024 edition will be available in the 750ml size on an allocated basis as an exclusive Kentucky release to select retailers and the Heaven Hill Bourbon Experience in Bardstown, Ky. 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. This edition is available at the suggested retail price of $229.99.

The liquid within this release of the Old Fitzgerald Bottled-in-Bond Decanter Series bares a bright burnished copper color, with a rich and warm nose of cinnamon toast followed by nutmeg and allspice with sweet oak notes. On the palate rich honey and vanilla sweetness are balanced by notes of baking spices. The finish is soft and warm with hints of oak and a gentle peppery finale.

The legendary Old Fitzgerald line is well-known for its distilling pedigree and intriguing story behind its namesake, John E. Fitzgerald, whose legacy is also heralded by the Larceny Bourbon brand. Both brands use Heaven Hill’s wheated bourbon mashbill of 68% corn, 20% wheat and 12% malted barley.

ABOUT HEAVEN HILL DISTILLERY: Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over two million barrels aging in more than 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Larceny Bourbon, Evan Williams Bourbon, Pikesville Rye Whiskey, Rittenhouse Rye Whisky, Parker’s Heritage Collection, and Old Fitzgerald along with its extensive Bottled-in-Bond label collection. Heaven Hill Distillery currently holds the title of 2024 and 2023 Whisky Magazine Distillery of the Year and 2023 World’s Best Small Batch Bourbon from the Icons of Whisky, as well as the 2022 Large Spirits Producer of the Year from the Ascot Awards. Heaven Hill Distillery held the title of 2020 Whisky Advocate Whisky of the Year, the second Whisky of the Year for Heaven Hill Distillery in the past four years. In 2019 Heaven Hill Distillery was named San Francisco World Spirits Competition Distillery of the Year, Best in Show Whisky, and previously held the titles of 2018 San Francisco Spirits Word Spirits Competition Best Bourbon, 2016 Whisky Magazine Distillery of the Year. For more information, please visit www.heavenhilldistillery.com.

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

MEDIA CONTACT:
Kaitlynn West
Heaven Hill Distillery
(502) 413-0230
kwest@heavenhill.com

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