Category: Announcements

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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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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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Elijah Craig Bourbon Celebrates the PGA Championship Returning to Louisville, Ky. with a Commemorative Bottle Release and On-Course Activations

Fans will have the opportunity to toast the momentous occasion with a special-edition Elijah Craig Small Batch Kentucky Bourbon bottling available nationwide

(MARCH 19, 2024) – Elijah Craig welcomes the 2024 PGA Championship back to Louisville, Ky. and Valhalla Golf Club after a decade away from the Bluegrass State. To celebrate the Major Championship’s return, Elijah Craig, the Official Bourbon Supplier, will activate the “Elijah Craig Bourbon Speakeasy” on the course for spectators to enjoy as well as release a special Commemorative Edition of its Elijah Craig Small Batch in honor of the 2024 PGA Championship. 

As the Official Bourbon, Elijah Craig will activate onsite during the Championship 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. Throughout the course spectators can also find Elijah Craig featured in a signature cocktail at concessions.  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. 

A special-edition Commemorative Bottling of Elijah Craig Small Batch is now shipping to select retailers across the country to help fans mark the return of the Major Championship to Elijah Craig’s “backyard” where the brand is distilled, bottled and aged. The bottle will be adorned with a neck label featuring the PGA Championship’s Wanamaker Trophy, a gold coin emblazoned cork showing the 2024 PGA Championship logo and a face label prominently showcasing the “Official Bourbon” designation along with the PGA Championship logo. The barrels for this special release are uniquely pulled from Heaven Hill rickhouses P, 1G and A – to further the ties to Elijah Craig’s Official Bourbon partnership with the PGA Championship and the PGA of America. This one-time offering will become available nationally leading up to the Championship on an allocated basis with a SRP of $36.99.

Speaking about the partnership, Max Stefka, Group Product Director, Elijah Craig Bourbon, said: “The Elijah Craig team is honored to be the Official Bourbon of the PGA Championship at Valhalla. We’re thrilled to mark the occasion with a commemorative edition of Elijah Craig Small Batch and look forward to toasting the best players in the world during this incredible Major Championship just a few miles from where Elijah Craig is distilled and aged here in Kentucky.”

Elijah Craig will further support the partnership with the 2024 PGA Championship with an investment in out of home advertisement in the form of billboards across Louisville and Lexington, Ky. as well as featured ads prominently placed at the Muhammad Ali International Airport in Louisville. Viewers watching the Championship from home will see brand ads running on ESPN+ and CBS during coverage of the event along with digital advertising across social media channels.

”Celebrating the PGA Championship’s return to Louisville, KY, would not be complete without an iconic brand like Elijah Craig,” said Meghan Miller, Director of Corporate Partnerships, PGA of America: “The PGA of America is proud to partner with Elijah Craig as the Official Bourbon of the PGA Championship.”

Elijah Craig continues to leave its mark on the golf world, where it is also known as the Official Bourbon and Whiskey Supplier of the PGA of America, PGA Championship, KPMG Women’s PGA Championship, and an official partner of the PGA National Club Championship. Elijah Craig is also “The Official Bourbon” of PGA TOUR Professional Golfer Max Homa, sports broadcaster Amanda Balionis, and the AT&T Pebble Beach Pro-Am Tournament.

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 the PGA of America

The PGA of America is one of the world’s largest sports organizations, composed of more than 30,000 PGA of America Golf Professionals who love the game, are expert coaches, operators and business leaders, and work daily to drive interest, inclusion and participation in the sport. The PGA of America owns and operates numerous championships and events, including major championships for men, women, seniors and the Ryder Cup, one of the world’s foremost sporting events. For more information, visit PGA.com and follow us on X, formerly known as Twitter, Instagram and Facebook.

Media Contact
Kaitlynn West

Heaven Hill

502-413-0230

kwest@heavenhill.com

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Deep Eddy Vodka Sponsors “Certified Scenic City” Designation for City of Buda, Texas 

The local Austin, Texas brand is supporting this move by planting a total of 40 trees between its Distillery and Tasting Room

BUDA, Tx. (February 29, 2024) – Austin’s own Deep Eddy Vodka today announced the sponsorship of “Certified Scenic City” designation for the city of Buda, Texas.  Scenic Texas is a statewide 501(c)(3) non-profit dedicated to the preservation and enhancement of the state’s visual environment. Being a “Certified Scenic City” means the infrastructure standards of the city meet specific sustainability and environmental goals. Deep Eddy is proud to support, beautify and celebrate Buda, where the brand’s distillery is located. In addition to planting 30 trees around the Buda distillery, the Deep Eddy Team also planted an additional 10 trees around the Deep Eddy Tasting Room in Dripping Springs, Texas. 

“We’re thrilled to sponsor this designation for the city of Buda,” said Rachel Nally, Heaven Hill Director of Sustainability and Environment. “Enhancing the environments where Heaven Hill employees live and work is extremely important and a key part of our 2030 Sustainability Goals.”

Trees planted today are all native Texas trees including live oaks, Texas red oaks, Monterrey Oaks, Yaupon Holly, and Texas Cedar Elms.  These trees will not only help provide shade to the Deep Eddy facilities, but also help native animals and insects that rely on native vegetation to survive.  

“Deep Eddy Vodka has been an incredible community partner for the City of Buda and we’re thrilled to have their support for the Scenic City designation,” said Jason Wills, Board Chair of Scenic Texas. “The Scenic City Certification Program is a great honor that recognizes cities for their demonstrated commitment to high-quality scenic standards and their commitment to sustainable practices.”

The Deep Eddy Vodka Distillery in Buda was also recently recognized as one of the Environmental Protection Agency’s first-ever ENERGY STAR certified distilleries in the country. This designation from the EPA recognizes Deep Eddy’s efforts to use significantly less energy and to contribute fewer greenhouse gas emissions than its peers. These efforts are part of Heaven Hill Brands’ broader 2030 Environmental and Sustainability Strategy which focuses on reaching significant milestones by 2030:

  • Drive toward zero carbon emissions by reducing carbon emissions from operations by 30%
  • Use water more efficiently by improving water use efficiency by 15%
  • Reduce waste by eliminating 10% of waste generated by operations, reducing virgin plastic in bottles by 50%, and working towards zero waste visitor experiences.
  • Conserve the ecosystems that support the business by sponsoring the planting of 5000 trees of substantial size in local communities, supporting sustainable white oak supply and supporting sustainable agriculture practices.

Over the course of the next decade, both corporate and branded initiatives will continue to be announced to support these goals as the long-term vision takes shape. To learn more about Heaven Hill’s environmental sustainability efforts visit this link.

About Deep Eddy Vodka: Deep Eddy Vodka (70-80 proof), a premium spirits brand based in Austin, Texas, is one of the fastest-growing premium spirits in the United States. An Established Growth Brand according to Beverage Information Group, Deep Eddy Vodka is recognized for its unique production process and incorporation of real, natural ingredients in its flavors. Born in Austin, Deep Eddy Vodka is ten times distilled and handcrafted in small batches using only premium ingredients and real flavors. The company’s line of products includes Deep Eddy Original Vodka, Deep Eddy Sweet Tea Vodka, Deep Eddy Ruby Red Vodka, Deep Eddy Cranberry Vodka, Deep Eddy Lemon Vodka, Deep Eddy Peach Vodka, Deep Eddy Orange Vodka, Deep Eddy Lime Vodka, Deep Eddy Vodka Hard Seltzers, and Deep Eddy Vodka Tea Hard Seltzers. More information on the brand can be found at @DeepEddyVodka on Facebook, Twitter and Instagram, or at www.deepeddyvodka.com. Deep Eddy Vodka is owned by Heaven Hill Brands headquartered in Bardstown, Kentucky.

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

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

The 2016 Vintage, 121 proof Bourbon is dipped in silver wax and features the 52nd Edition Gold Pegasus Pin on the bottle’s neck

– As an official sponsor of the Kentucky Derby Festival for the eighth consecutive year, the Evan Williams Bourbon Experience today released a special edition bottle of Evan Williams Single Barrel Bourbon with a commemorative 52nd Edition Gold Pegasus Pin sealed in wax on the neck.

Dipped in a silver wax, the bottle features a special face label with the coordinating Kentucky Derby Festival logo and includes an official 2024 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 2024 pin and limited-edition bottle at the Evan Williams Bourbon Experience by personally hand-dipping two of the limited-edition bottles.

Beginning February 23, the Bourbon will be available for purchase at the Evan Williams Bourbon Experience for $84.99 and at select area retailers while supplies last. The limited edition 2016 vintage is bottled at 121 proof, commemorating both the 69th Kentucky Derby Festival plus the 52nd year of 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 honored to host the annual bottle dipping of this limited Single Barrel release with the Kentucky Derby Festival,” said Jodie Filiatreau, Evan Williams Bourbon Experience Artisanal Distiller. “We’re grateful for the Festival’s partnership especially as the Derby city celebrates the 150th running of this iconic race and the amazing events leading up to it.” 

The Bourbon is matured in Heaven Hill’s rickhouses under the careful supervision of Master Distiller Conor O’ Driscoll, 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.

“Our partnership with Evan Williams celebrates two things Kentucky is known for – bourbon and the Derby Festival season,” said Matt Gibson, Kentucky Derby Festival President & CEO. “This year’s Pegasus Pin honoring the 150th Kentucky Derby paired with the special-edition bottle will be a unique collector’s piece to commemorate a historic time in our city.” 

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 28 – May 3.

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:
Kaitlynn West
Heaven Hill Distillery
kwest@heavenhill.com

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Hpnotiq Liqueur Now An Official Partner of the Houston Rockets and Toyota Center

Premium Hpnotiq cocktails to be offered at the arena year-round

BARDSTOWN, Ky (November 29, 2023) – Hpnotiq Liqueur, the storied spirits brand known for its electric blue hue, is excited to announce it is now an Official Partner of the Houston Rockets and the Toyota Center. As part of the partnership, the arena will feature specialty Hpnotiq cocktails on its Upper Concourse for Rockets fans and attendees to more than 100+ ticketed events held at the venue.

“Since its launch, Hpnotiq has been a mainstay in the culture of music, sports and nightlife,” said MaryCrae Brotzge, Group Product Manager at Heaven Hill Brands. “We’re thrilled to be able to offer premium Hpnotiq cocktails to attendees at the wide variety of events the Toyota Center hosts all year long.”

Launched in 2001, and now as the second largest fruit-based import liqueur according to Beverage Information Group, Hpnotiq has maintained a strong presence in the liqueur category for more than two decades and continues to thrive. Hpnotiq has experienced tremendous growth over the past several years, bringing in a new demographic of consumers to experience the brand’s refreshing, fruit flavor. Hpnotiq will meet these consumers where they are by tying the brand’s hip-hop music roots to the world of sports for the ultimate cultural alignment. Follow along on social at @Hpnotiq on Instagram, Facebook, Twitter and YouTube.

ABOUT HPNOTIQ: Hpnotiq (www.hpnotiq.com) is a refreshing blend of natural exotic fruit juices, premium vodka, and a touch of cognac. This perfect fusion, along with its aqua blue color and incredible mixability, made Hpnotiq one of the fastest growing products in the history of the distilled spirits industry.  Today the brand is a staple in retail stores and nightlife accounts across the country. Marketed and Distributed by Heaven Hill Brands, Hpnotiq is an integral part of a family of spirits that have stood for quality since 1935.

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 led 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 Vodka; Admiral Nelson’s Rum; Black Velvet Canadian Whisky; Lunazul Tequila; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur, plus the newly acquired Samson & Surrey portfolio.   

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

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