Category: Announcements

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Heaven Hill Distilleries Releases Two Flavored Line Extensions of Georgia Moon, the Country’s Top Selling Corn Whiskey

Georgia Moon Peach and Lemonade flavors leverage trend to infuse fruit into clear spirits

For release:   July 31, 2008

BARDSTOWN, Ky. – Heaven Hill Distilleries, Inc., the country’s largest independent family-owned spirits producer and marketer and the second-largest holder of aging American Whiskey, has added two new flavored line extensions to its Georgia Moon Corn Whiskey Brand, the top selling Corn Whiskey in the US.  Taking advantage of the unprecedented popularity of American Whiskeys, and the growing Corn Whiskey sub-segment, as well as the trend toward infusing fresh fruits into clear spirits, Heaven Hill is launching Georgia Moon Peach and Georgia Moon Lemonade Flavored Corn Whiskeys nationally.  The new flavors will be offered in September at 70 proof in the highly recognizable 750ml glass mason jar.

Made with real natural peach and lemon flavors, respectively, Georgia Moon Peach and Lemonade Flavored Corn Whiskey take advantage of heightened consumer interest in both unique American Whiskey products and flavored spirits.  “We have seen strong resurgence in Georgia Moon and Corn Whiskey sales as consumers really explore American Whiskeys,” noted Heaven Hill Brand Manager Susan Wahl.  “And of course interest in flavored spirits has remained strong across a number of categories, so we felt like the convergence of these trends was natural in Georgia Moon Peach and Lemonade.  Though the category is small, Georgia Moon is the top selling Corn Whiskey in the nation, and is growing at a nice clip.  This will be a strong seller for us in traditional and in developing markets.”

Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio includes: The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.

 

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

 

CONTACT:
Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries

(502) 413-0220

lkass@heaven-hill.com

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Evan Williams Bourbon Responds to Accusations of “Playing Politics”

America’s second-largest Bourbon brand dismisses criticism from Jeremiah Weed Liqueur as erroneous and disingenuous

BARDSTOWN, KY–Heaven Hill Distilleries, Inc., makers of Evan Williams Bourbon, today responded to public criticism from Jeremiah Weed Bourbon Liqueur. 

Craig Beam, 7th generation Master Distiller at Heaven Hill, America’s largest independent family-owned spirits producer, recently sent bottles of Evan Williams, America’s second-largest selling Kentucky Bourbon, to Democratic Presidential hopefuls Hillary Clinton and Barack Obama and presumptive GOP nominee John McCain.  Beam could not bear to see a repeat of “Crown Royal-gate”, during which Sen. Clinton downed a shot of Crown Royal Canadian Whisky at a campaign appearance in Indiana.

The Jeremiah Weed website just “blasted Evan Williams” for sending bottles to the candidates.  “Mr. Weed, or the blogger that assumes his identity, accuses us of trying to ‘unfairly influence’ Kentucky voters by ‘trying to win the favor of Senators Obama and Clinton,” commented Heaven Hill’s Beam.  “They fail to mention that we also sent a bottle of Evan Williams to Senator McCain, specifically to make the gesture evenhanded and bi-partisan.  So clearly the only favor I’m trying to win is preventing the appearance of a bottle of Canadian Whisky on the Kentucky campaign trail.  This also all sounds a bit suspect, considering that the folks with Jeremiah Weed also sent bottles to the candidates, according to their spokesman in an April 17th article in Advertising Age.”

Beam further noted that the Jeremiah Weed website, where the accusations were first leveled, appears to be embodied by a shadowy figure who claims to have “labored in obscurity for 25 years.”  “Well my family has been laboring at distilleries since the 1780’s,” Beam mused.  “Even if Weed does exist, he is trying to blur the line between real Kentucky Straight Bourbon Whiskey, declared America’s native spirit by a 1964 act of Congress, and a Bourbon Liqueur, which adds sugar and flavorings to the whiskey.  It would be less insulting, I think, for the candidates to drink the Crown Royal here–at least it’s whiskey of some sort–and lo and behold, the same company that owns Crown Royal also happens to own Jeremiah Weed.  And on top of it all, Evan Williams is a product of a family-owned American company.  Jeremiah Weed is owned by a British based company!”

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned spirits producer and marketer and the world’s second largest holders of Kentucky Bourbon.

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

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502) 413-0220

lkass@heaven-hill.com

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Evan Williams Bourbon Sent to Candidates to Prevent Future Whiskey Faux Pas

America’s second-largest Bourbon brand offered as a better choice then Candian Whisky for campaign photo ops

BARDSTOWN, KY–Heaven Hill Distilleries, Inc., makers of Evan Williams Bourbon, today sent a bottle to each presidential candidate to prevent a repeat of “Crown Royal-gate”. 

The Wall Street Journal recently ran an article on Bourbon, including a tasting which named Evan Williams “Best of Tasting and Best Value”.  In it, the columnist opined that Senator Clinton “made the mistake of drinking…a Canadian import” and that “such a faux pas would never do in Kentucky, site of one of the few remaining presidential primaries.”  In an attempt to preempt such a heretical occurrence in the Commonwealth, Craig Beam, 7th generation Master Distiller at Heaven Hill, took it upon himself to autograph and send a bottle of Evan Williams, accompanied by a letter from Heaven Hill President Max L. Shapira, to each candidate. 

With the Kentucky primary approaching on May 20th, Beam couldn’t bear the thought of any whiskey other than Kentucky Bourbon appearing on the Bluegrass campaign trail.  “Since it just won the Journal’s tasting competition, I thought we should send each candidate a bottle of Evan Williams so they could familiarize themselves with what to drink when they’re here for the primaries and general election,” he reasoned.  “After all, bourbon was declared America’s native spirit by a 1964 act of Congress, and my ancestors, and probably Evan Williams himself, would roll over in their graves if a bottle of Canadian Whisky gets top billing here in Kentucky.”   

Evan Williams is the nation’s second-largest selling Bourbon brand and is named after Kentucky’s first distiller.  Evan Williams was also a councilman in Louisville in the late 18th century, who was routinely censured for bringing a jug of his wares to council meetings (but who reportedly always left with an empty jug).

Text for the letters is available here.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned spirits producer and marketer and the world’s second largest holders of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; and Água Luca Brazilian Rum Cachaça.

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

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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heaven-hill.com

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HPNOTIQ Unveils $100,000 Instant Win Consumer Sweepstakes

FOR RELEASE: April 22, 2008

BARDSTOWN, Ky. – For summer 2008, Hpnotiq Liqueur introduces a $100,000 Grand Prize instant win sweepstakes.  The sweepstakes will also feature another $100,000 in first prizes paid out in 200 $500 cash increments in addition to 500 Hpnotiq T-shirts for 2nd prizes.

In order to win, consumers must purchase a 750 ml of Hpnotiq featuring the “Hpnotiq Instant Win” neck hanger POS at retail. Each bottle featuring the neck hanger will have a Hpnotiq cork stopper imprinted with a unique numeric code.  Winners will be notified instantly after entering the unique numeric code at Hpnotiq.com.  The sweepstakes will begin July 2008, where legal.

“We are excited about offering over $200,000 in prizes for this Hpnotiq sweepstakes offer,” said Senior Brand Manager Justin Ames.  “The growth of the brand has made a truly big splash in the industry.  A $100,000 Grand Prize will certainly elicit a similar result.”

Support for the sweepstakes includes in store POS and web banner ads.

Hpnotiq is an exquisite blend of super-premium Vodka, natural tropical fruit juices and a touch of Cognac.  The brand’s mixability, taste and instantly recognizable frosted aqua blue champagne-style bottle make every occasion special.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned spirits producer and marketer and the world’s second largest holders of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; and Água Luca Brazilian Rum Cachaça.

 

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

 

CONTACT:

Josh Hafer

Corporate Communications Manager

Heaven Hill Distilleries, Inc.

(502) 413-0219

jhafer@heaven-hill.com

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PAMA Pomegranate Liqueur Secures Second Adams “Growth Brand” Award

FOR RELEASE: April 10, 2008

BARDSTOWN, Ky. – For the second straight year, PAMA Pomegranate Liqueur is an Adams Beverage Media Growth Brand Award recipient.  The brand was honored as a “Rising Star” for the second time in as many years.

As an endorsement of the innovative product, Adams Beverage Media noted, “”The pomegranate-flavored liqueur was the first widely available spirit to use that flavor, and since its launch, pomegranate has become a favorite of spirits producers, appearing in other liqueur brand line extensions and a number of vodkas.”

“PAMA Pomegranate Liqueur has been an incredible success for us,” said Max L. Shapira, president, Heaven Hill Distilleries, Inc.  “Great acceptance of PAMA behind the bar and at retail has been key to its initial growth.  That continued convergence and increased exposure should make PAMA a perennial member of the Adams Growth Brands fraternity.”

Each year, Adams Beverage Group identifies the fastest growing brands of spirits and wine in issues of Beverage Dynamics, Cheers and Stateways Magazines.  Adams honors brands within two categories; the “Rising Star” Growth Award is open to “brands less than five years of age that have exhibited substantial growth over the past few years.”  The “Established Growth Brands” Award category is defined as “top-selling brands that have sold at least 400,000 9-liter cases and have grown moderately or substantially over the past four years.”

Introduced in 2006, PAMA is made with all-natural pomegranates and offers a highly mixable taste profile that is, at the same time, sweet and tart.  PAMA is bottled at a moderate and mixable 34 proof (17% alcohol by volume) with a rich seductive red color that provides bartenders with an attractive and versatile base for many alluring cocktails.

Over the last six years, a broad range of Heaven Hill brands have been selected for special recognition by Adams.  Most recently, the company was honored for Burnett’s Vodka, HPNOTIQ Liqueur and Evan Williams Bourbon.

Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio includes: The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.

 

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CONTACT:

Josh Hafer

Corporate Communications Manager

Heaven Hill Distilleries, Inc.

(502) 413-0219

jhafer@heaven-hill.com

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Heaven Hill/Tierra De Agaves’ La Certeza and Lunazul Tequilas Claim 5 Medals at Just – Completed San Francisco World Spirits Competition

New joint venture between famous spirits families yields Double Gold, Gold, Silver and Bronze Medals

 FOR RELEASE:  April 9, 2008

BARDSTOWN, KY–With the ink from their January joint venture deal barely dry, Heaven Hill Distilleries, Inc. and Tierra de Agaves have captured 5 medals at the prestigious San Francisco World Spirits Competition for the La Certeza and Lunazul 100% Agave Tequila brands.  Included among these is a Double Gold medal for La Certeza Anejo, and perhaps most noteworthy, a Gold Medal for the Lunazul Reposado, which at a $22 average retail cost is priced at parity with top end “mixto” Tequilas that contain only 51% agave.  Both the Lunazul Blanco and the La Certeza Blanco bottlings earned Silver Medals, and the La Certeza Reposado captured a Bronze Medal.

Heaven Hill, the nation’s largest independent family-owned distilled spirits supplier, and Tierra de Agaves, the Tequila producer founded by former Jose Cuervo co-owner Francisco Beckmann Vidal, announced a joint venture in January for the Lunazul and La Certeza brands, bringing together two of the last remaining family-owned and operated companies in an industry that was once known for its interrelated, independent players.  Combining Heaven Hill’s global distribution network and Tierra de Agave’s vertically integrated production expertise, the joint venture set the stage for the release of Lunazul, a 100% Blue Agave Tequila priced at parity with top-end mixtos, and for the expansion of La Certeza, an award-winning 100% agave Tequila that is positioned to combine a sophisticated image with traditional Mexican authenticity.

 Now, just two months after the joint venture was announced, one of the most credible third parties in the distilled spirits world, the San Francisco World Spirits Competition, has recognized La Certeza and Lunazul as category leaders.  “We knew that the vertical integration of Tierra de Agaves–their ownership of the land, the agaves, and the production facilities–combined with the legacy of the Beckmann family would result in world class sipping Tequilas,” asserted Heaven Hill Brand Manager Reid Hafer.  “La Certeza had already won a Gold and Silver Medal at the San Francisco competition last year, so we were not surprised when we were awarded Double Gold on this brand.  But for Lunazul, at a $20-22 price point, to win both a Gold and Silver Medal is big news for us and Tequila lovers everywhere.  Here, finally, is a critically acclaimed 100% Agave Tequila that is available for everyone to enjoy at a revolutionary price point.”

The San Francisco World Spirits Competition is the first comprehensive, international spirits judging ever held in the United States on an annual basis. Founded in 2000 by Anthony Dias Blue, the Executive Director of the San Francisco International Wine Competition and Carol Seibert, the Managing Director of the San Francisco International Wine Competition, the Spirits Competition continues to grow each year in entrants as well as in stature within the industry.  This year 847 spirits were submitted and evaluated, up from 715 in 2007, and six out of the seven continents (only Antarctica was missing) were represented, making it a globally influential spirits competition.

Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio includes: The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.

 

CONTACT:

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502) 413-0220

lkass@heaven-hill.com

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Heaven Hill Distilleries’ American Whiskeys Garner Double Gold, Gold, Silver and Bronze at San Francisco Competition

America’s largest family-owned independent takes 8 medals at the nation’s foremost spirits competition, including “Best Rye Whiskey”

FOR RELEASE: April 8, 2008

 BARDSTOWN, KY–Heaven Hill Distilleries, Inc. can brag not only about the quality, but also about the variety, of its American Whiskey portfolio after the results from the 2008 San Francisco World Spirits Competition were announced.  Heaven Hill, the nation’s largest independent family-owned spirits supplier and the world’s second-largest holder of aging American Whiskey, is the only US distillery that still produces all the recognized major styles of American Straight Whiskeys–Bourbon, Rye Whiskey, Corn Whiskey and Wheat Whiskey.  And having just won Gold Medals for their Bourbon and Wheat Whiskeys, a Silver for their Corn Whiskey, and Double Gold/Best Rye Whiskey for the Rittenhouse Very Rare 23-Year-Old Single Barrel, they can confidently assert that their array of Whiskey styles is world-class throughout.

Highlighting Heaven Hill’s results is Rittenhouse Very Rare 23-Year-Old Single Barrel Rye Whisky, which not only garnered a Double Gold Medal–meaning every judge on the panel awarded it a Gold Medal designation–but was also named “Best Rye Whiskey”.  This marks the second time in three years that a Rittenhouse Rye bottling has captured a major award at the San Francisco competition, with the Rittenhouse Bottled-In-Bond expression winning the Double Gold and the Top North American Whiskey Trophy in 2006.  Also winning a Double Gold Medal was Elijah Craig 18-Year-Old Single Barrel Bourbon, the oldest Single Barrel Bourbon available today.  Additionally, Heaven Hill was awarded a Gold Medal for its unique Bernheim Original Straight Wheat Whiskey, giving the highly-regarded distiller Gold Medals for three different American Straight Whiskey styles–Bourbon, Rye and Wheat.  And when you include Heaven Hill’s Mellow Corn Bottled-In-Bond Straight Corn Whiskey, which captured a Silver Medal, it means the company medaled in four distinct styles, an unprecedented accomplishment.  In addition, Heaven Hill received Silver Medals for Evan Williams Black Label Bourbon–the country’s number two selling brand of Bourbon–Evan Williams Single Barrel 1998 Vintage Bourbon, Parker’s Heritage Collection Bourbon, and a Bronze Medal for Elijah Craig 12-Year-Old Small Batch Bourbon.

“We are of course very proud of the designation of Rittenhouse 23-Year-Old Rye as the ‘Best Rye Whiskey’ winner, but we are equally proud of the number of medals we won across many different American Whiskey styles,” noted Heaven Hill’s American Whiskey Brand Manager, Susan Wahl.  “Given the unprecedented popularity of super-premium Bourbon, and the resultant consumer frenzy to sample other American Whiskey styles such as Rye, we feel this showing in San Francisco not only validates our position as a top Bourbon producer, but also clearly demonstrates our range and commitment to other American Straight Whiskey types.”

The San Francisco World Spirits Competition is the first comprehensive, international spirits judging ever held in the United States on an annual basis. Founded in 2000 by Anthony Dias Blue, the Executive Director of the San Francisco International Wine Competition and Carol Seibert, the Managing Director of the San Francisco International Wine Competition, the Spirits Competition continues to grow each year in entrants as well as in stature within the industry.  This year 847 spirits were submitted and evaluated, up from 715 in 2007, and six out of the seven continents (only Antarctica was missing) were represented, making it a globally influential spirits competition.

Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio includes: The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.

 

CONTACT:

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502) 413-0220

lkass@heaven-hill.com

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Heaven Hill Distilleries Announces San Francisco World Spirits Competition Results

FOR RELEASE: April 8, 2008

BARDSTOWN, Ky. – Heaven Hill Distilleries, Inc. announces 19 awards from the San Francisco World Spirits Competition.  2008 was among the finest showings for Heaven Hill since their first entry eight years ago; including “Best Rye Whiskey” for Rittenhouse Very Rare 23 year old Single Barrel Rye Whisky.

The four Double Gold medals for Heaven Hill are the most for any one year.  The Double Golds were awarded to Rittenhouse Very Rare Rye, Elijah Craig Single Barrel Bourbon, La Certeza Anejo Tequila and Cynar Artichoke Liqueur.  Double Gold winners are unanimously awarded a gold medal by all judges in the blind tasting.

“The full list of awards for Heaven Hill is extraordinary,” said Max L. Shapira, president, Heaven Hill Distilleries, Inc. “It further substantiates our mission to deliver quality and innovation to the marketplace.”

Additionally, Heaven Hill was awarded three Gold Medals for Agua Luca Cachaça, Bernheim Wheat Whiskey and Lunazul Reposado Tequila, as well as seven Silver Medals and five Bronze Medals.

The San Francisco World Spirits Competition is the nation’s premier spirits judging competition.  Founded in 2000 by Anthony Dias-Blue, the Wine and Spirits editor of Bon Appetit Magazine and Carol Siebert, the managing director of the San Francisco International Wine Competition, it is the first and only comprehensive, international spirits judging held in the US on an annual basis.

In past years, Heaven Hill has received a variety of Double Golds (perfect scores) and one “Top North American Whiskey” for Rittenhouse Bottled In Bond Rye Whisky in 2006.

Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio includes: The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.

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

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CONTACT:

Larry Kass

Director, Corporate Communications

Heaven Hill Distilleries, Inc.

(502) 413-0220

lkass@heaven-hill.com

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Heaven Hill Distilleries Unveils New POS for Whaler’s Rum Line

FOR RELEASE: March 25, 2008

BARDSTOWN, KY – Heaven Hill Distilleries, Inc. continues its efforts to support the Whaler’s brand by launching a new POS campaign. The new POS was developed to support the recent package redesign for both retail and on-premise accounts.

The overall theme for the campaign is tropical and upscale. Using the tagline, “This Way to Paradise,” the POS has a Hawaiian paradise feel and is more reflective of the more sophisticated look of the new package. The POS will include a case card, flavored shelf talker, original shelf talker, shelf strips, floor bin and table tent bar card.

“With the direction of the brand evolving, this new campaign is more in line with the new, upscale packaging,” said Brittany Blevins, Associate Brand Manager for Whaler’s Rum. “The POS will also provide more differentiation of the Whaler’s flavors from the original, more traditional Rums.”

The legendary Hawaiian recipe of Whaler’s was discovered when seafarers rattled vanilla beans in empty rum bottles at sunset as a way to entice migrating whales to their ships. The friendly whales guided them to the tropical haven known as Hawaii. There the sailors discovered the old rum makers of Maui and were so impressed by the exotic taste of their rum that they called it Whaler’s.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned spirits producer and marketer and the world’s second largest holders of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; and Água Luca Brazilian Rum Cachaça.

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

CONTACT:

Josh Hafer

Corporate Communications Manager

Heaven Hill Distilleries, Inc.

(502) 413-0219

jhafer@heaven-hill.com

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Evan Williams Bourbon Extends Reach Into Tournament Bass Fishing with Sponsorships of Second Touring Professional Angler

Elite series pro angler Russ Lane to join Team Evan Williams pro Jason Quinn under deal with nation’s second largest selling Bourbon

For release: February 27, 2008

BARDSTOWN, Ky. – Evan Williams Kentucky Straight Bourbon Whiskey, the country’s second largest selling Bourbon brand, is enhancing its fishing themed marketing campaign through a new sponsorship of pro bass angler Russ Lane.  Lane adds a second Bassmaster Elite Series professional to Team Evan Williams, joining the mediagenic Jason Quinn in running Evan Williams-wrapped bass boats and wearing prominent Evan Williams logos. 

Professional bass angling is rapidly gaining broad popularity, earning the distinction of being called “the next NASCAR” and reaching millions of legal-age television viewers weekly through ESPN, Versus and Fox Sports.  Evan Williams Kentucky Straight Bourbon, produced by Bardstown, KY-based Heaven Hill Distilleries, has deeply mined this rich vein, positioning itself as the unofficial official Bourbon of bass fishing.   In fact, 25% of all fishing enthusiasts drink Bourbon and are notoriously loyal to companies that support fishing, especially the so-called “non-endemic” sponsors from industries not directly related to fishing.

Russ Lane, a former minor league pitcher who grew up in Prattville, AL, has been a professional bass fisherman since 2005.  He has competed in 36 tour level events, finishing in the money 24 times with 5 top ten finishes.  He has qualified for and competed in two Bassmaster Classics, and has total career earnings of $245,785.00.  In addition to Evan Williams, Lane also wears the logos of Basscat Boats and Yamaha Outboards, Vicious Fishing, Castaway Rods, Airport Marine and BASS. 

Lane will compete alongside four-year Team Evan Williams member Jason Quinn, who has career winnings of over $560,000 and is a longtime fan favorite.  “By having two such complimentary, yet distinctive, pros fishing with Evan Williams boat wraps and logos, we are extending our reach among this prime bourbon-consuming demographic and greatly increasing our chance for success on the water and the brand exposure that comes with it,” stated Evan Williams brand manager Susan Wahl.  “Russ and Jason are competitors but will both work hard for Evan Williams and will really maximize our efforts as a non-endemic sponsor to support bass fishing, from the Bassmaster Elite Series on down to the Bass Federation Nation.”

Under the terms of the one year associate sponsorship, which was officially announced at the Bassmaster Classic in Greenville, SC on February 21, Lane will help promote Evan Williams through full-wrap boat and truck signage, prominent logo positioning on his tournament jersey and cap, and promotional appearances.  Lane commented that “I am very happy to welcome Evan Williams Bourbon to my roster of sponsors.  They have shown tremendous support for bass fishing, through their sponsorship of Jason Quinn and their involvement in presenting tournaments.  Evan Williams has been a very visible presence throughout the Elite Series tournaments and in the Bass Federation Nation.  Hopefully, between Jason and myself, we’ll have a strong Evan Williams presence on the winner’s podium as well.”

Evan Williams will continue its attention-getting print advertising campaign during the sponsorship in publications such as Sports Illustrated, Field & Stream and Bassmaster, all of which index very high for Bourbon consumption among readers.  The ads continue the award-winning creative approach that highlights Evan Williams’ extra aging, using the tagline “the longer you wait the better it gets.”  This provocative creative approach is also reflected in retail point of sale display materials.

Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio includes: The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.

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

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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heaven-hill.com