Category: Announcements

Elijah Craig’s Annual Cocktail Celebration Returns October 13-22, 2023 Nationwide, Donating $1 of Every Old Fashioned Sold at Participating Bars to Southern Smoke Foundation

BARDSTOWN, KY (June 14, 2023)—Elijah Craig Bourbon is pleased to announce its fourth annual Old Fashioned Week, a ten-day celebration taking place at participating bars around the country from October 13-22, bringing delight, inspiration, and creativity to the classic cocktail’s New Era while supporting the hospitality community nationwide. This year, Elijah Craig has pledged to donate $1 for every Elijah Craig Old Fashioned sold at participating bars, up to $100,000, to the Southern Smoke Foundation, a national nonprofit organization dedicated to providing emergency support, relief, and mental health assistance to those in the food and beverage industry. Participating bars will be added on a rolling basis, and will be searchable–via a map of participating bars near any given zip code–on the “Find a Bar” widget on the website, launching in August.

Elijah Craig first launched Old Fashioned Week in 2020 to support the food and beverage industry in a moment of crisis. Over the past three years, donations of more than $300,000 have been given to Restaurant Workers’ Community Foundation and Southern Smoke Foundation. Elijah Craig is proud to continue hosting Old Fashioned Week in 2023, and support Southern Smoke in directly benefiting the bar and restaurant community. In 2022, Old Fashioned Week more than doubled participation with over 4,100 bars featuring Elijah Craig Old Fashioned riffs on their drink menus.

Old Fashioned Week is once again led by National Heaven Hill Portfolio Mixologist and Old Fashioned Week Host Lynn House.

“Old Fashioned Week is my favorite time to be a part of this community and we are really looking forward to upping the ante this year,” said House. “Each Old Fashioned Week brings together more tastemakers in the community, adds a healthy dose of competition, and benefits a great cause dedicated to the hospitality industry.” 

In 2022, Old Fashioned Week raised $100,000 to benefit Southern Smoke Foundation, and directly impact members of the food and beverage industry. That October, with the help from Elijah Craig’s donation, Southern Smoke Foundation provided more than 80 no-cost mental health counseling sessions to industry workers nationwide through their mental health program, Behind You, and distributed $109,775 in emergency relief grants to workers affected by crises including natural disasters; the Jackson, Mississippi water crisis; and other unforeseen events. 

“Restaurant and bar workers, farmers, distillers and other food and beverage workers across the country need our support, whether they’re in crisis or want to address their mental health,” said Southern Smoke Founder Chris Shepherd. “Old Fashioned Week is a great way to give back to those individuals while raising a glass in celebration of the industry that we love. I’m grateful to Elijah Craig for getting behind Southern Smoke Foundation as we take care of our own. Cheers to a great Old Fashioned Week!”

In addition to the ten-day celebration of the cocktail, Elijah Craig invites bartenders to submit their most exciting riffs on the Old Fashioned in a nationwide competition to name the ultimate innovators of the classic cocktail. Entries will be accepted from August 1-October 31, with additional details and submission guidelines to be announced soon.

The Old Fashioned is the only whiskey-based cocktail to grow in popularity since 2019, with market research indicating that a super premium whiskey is of the utmost importance to the drink’s makeup. During Old Fashioned Week, thousands of bars across the country offer a riff (or two or three…) on an Elijah Craig Old Fashioned. Once launched, guests are invited to use Old Fashioned Week’s “Find A Bar” tool to locate participating bars in their neighborhood and partake in the festivities. 

Elijah Craig will kick off the festivities with a media-only preview of Old Fashioned Week hosted by Spirited Award winner Lynn House at the 21st annual Tales of the Cocktail on Tuesday, July 25 from 1:30pm to 3:00pm. 

For more information on Elijah Craig, Heaven Hill Distillery, and Old Fashioned Week, please visit https://elijahcraig.com/, https://heavenhilldistillery.com/, and follow along on Instagram @elijahcraig. 

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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 $300,000 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 SOUTHERN SMOKE FOUNDATION: Created in 2015 by Chef Chris Shepherd, Southern Smoke Foundation supports members of the food and beverage industry nationwide through emergency relief funding and access to mental health care. Since its founding, the 501c3 nonprofit has distributed more than $10.6 million to food and beverage industry workers in crisis across America. Simply put, we “take care of our own.” To learn more, please visit https://southernsmoke.org.

Media Inquiries: 

Heaven Hill

Kaitlynn West – kwest@heavenhill.com

Foxglove Communications

Samantha Walla – samantha@foxglovecommunications.com

Peanut Butter brings a new, nutty twist on the classic Carolans Irish Cream enjoyed since 1978

Carolans Irish Cream, the second largest Irish Cream Liqueur, today launched its latest line extension Carolans Peanut Butter just in time for National Peanut Butter Day. The nutty, creamy flavor is mixed with original Carolans Irish Cream for a rich and delicious combination that is sure to satisfy any consumer’s peanut butter cravings.

Made with premium ingredients such as farm fresh Irish cream, premium Irish whiskey and naturally harvested honey, Carolans Peanut Butter brings a new flavor experience to an already award-winning brand. At 34 proof, with a rich, peanut butter taste and notes of honey sweetness, Carolans Peanut Butter is a superior sipper on its own, over ice, mixed in coffee or in a cocktail. Carolans Peanut Butter also builds on the success of Carolans Cold Brew and Carolans Salted Caramel as the third line extension to the family.

“We are excited to launch Peanut Butter as our latest Carolans Irish Cream extension. Peanut butter has proven to be consumer-favorite flavor and we know that it will pair perfectly with the rich, smooth taste of Carolans Irish Cream,” says MaryCrae Brotzge, Heaven Hill Brands Senior Brand Manager. “Coming off the boom of Irish Cream Whiskies over the past two years, now is the perfect time to deliver a new flavor profile under this successful brand.”

Carolans Peanut Butter will be supported in trade media and retail point-of-sale with a tagline encouraging consumers to “Enjoy Every Sip”. Carolans Peanut Butter will be available initially in the United States only beginning February 2023. The suggested retail price is $14.99 per 750ml bottle.

Check out these recommended recipes from Carolans Peanut Butter:

NUTTY IRISHMAN

1½ oz. Carolans Peanut Butter

1½ oz. Hazelnut Liqueur

Rim a shot glass with chocolate syrup and crushed peanut butter cups. Combine ingredients in a shaker with ice and shake. Strain into rimmed shot glass.

BOOZY PEANUT BUTTER MILKSHAKE

 2 oz. Carolans Peanut Butter

 2 Scoops Vanilla Ice Cream

2 oz. Milk

1 ½ oz. Vodka

Blend all ingredients until smooth. Garnish with whipped cream and a peanut butter cup or drizzle.

16^th edition of the annual ultra-premium release is made up of two different ages of Bourbons, one of which has been double barreled, and then masterfully blended together post aging.

Heaven Hill Distillery announced today the release of the 16^th edition of the Parker’s Heritage Collection, featuring a Double Barreled Blend Bourbon. The 16^th Edition of the Parker’s Heritage Collection is an allocated product and will be available nationally and internationally in limited quantities at the suggested retail price of $174.99. A portion of the proceeds will continue to support ALS research and patient care in honor of Parker Beam, Master Distiller Emeritus, with more than $1 million contributed across the Parker’s Heritage Collection since 2013.

This edition consists of 67% 13-year-old Kentucky Straight Bourbon Whiskey that has been double barreled for four weeks and then blended post aging with 33% 15-year-old Kentucky Straight Bourbon Whiskey. The 13-year-old Bourbon, from barrels produced in December 2008, was aged on the 5^th-7^th floors of Rickhouse Q and then re-barreled into new American white oak barrels with a level three char for four weeks. Then, it was later blended with 15-year-old Bourbon from barrels produced in January 2007 aged on the 2^nd and 5^th floors of Rickhouse II. The unique, bold flavor profile is balanced by the double barreled 13-year-old Bourbon, bringing out even more oak and spice notes from the barrel, with the 15-year-old Bourbon rounding out the older aged mouthfeel. At bottling, the liquid was uncut and non-chill filtered to preserve the complex flavors. This edition leads with an oak forward nose and hints of butterscotch and caramel, and once tasted is followed by a balance of spice notes, sweetness and slight oak tannins. The finish is long and warm with elements of dark chocolate, baking spices and white pepper. The mashbill for this edition is comprised of Heaven Hill Distillery’s traditional Bourbon mashbill 78% corn, 10% rye and 12% malted barley and ultimately bottled at barrel proof 132.2 or 66.1% alcohol by volume.

“The Parker’s Heritage Collection is a testament to the distilling legacy at Heaven Hill Distillery and the continued thirst for innovation which has driven generations of master distillers,” said Susan Wahl, Vice President, American Whiskey at Heaven Hill. “This Double Barreled Blend Bourbon is a masterful pairing of two uniquely aged products that create the perfect balance of flavors which, we believe, honor the past and are a fitting tribute to Parker and his legacy.”

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. The past nine editions from 2013-2021, including the “Promise of Hope” Bourbon, the “Original Batch” Straight Wheat Whiskey, the Kentucky Straight Malt Whiskey, the 24-Year-Old Bottled-in-Bond Bourbon, the 11-Year-Old Single Barrel, Orange Curaçao-finished Kentucky Straight Bourbon Whiskey, Heavy Char Rye Whiskey, Heavy Char Kentucky Straight Bourbon Whiskey, and the Heavy Char Wheat Whiskey respectively, have raised more than one million dollars toward ALS research and patient care through contributions made by Heaven Hill for each bottle purchased. With the 2022 Double Barreled Blend edition, Heaven Hill will again contribute a portion of the proceeds from each bottle sold to the ALS Association.

Packaged in the same upscale 750ml bottle as the previous fifteen editions, but with an eggplant-colored label, the newest Parker’s Heritage Collection is available in a three-bottle case and will arrive at retail locations starting in early December. With previous releases having won multiple awards from Whisky Advocate magazine, Whisky Magazine 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 North American Whiskey” to “American Whiskey of the Year” to “Best of Show, Brown Spirits.”

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

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Blevins brings 20+ years of global industry experience and leadership

Heaven Hill today announced the appointment of Matt Blevins as Chief Marketing Officer. Effective October 24, Blevins will assume the role previously held by now Co-President Kate Latts. A 20-year global spirits industry leader, Blevins’ demonstrated expertise in business growth, brand marketing, and team development will continue to elevate Heaven Hill’s strategic growth plan and diverse, award-winning portfolio of brands.

Blevins is a proven marketing leader in the industry, guiding global, historic brands to achieve distinct positioning, creative innovation, and long-term value growth. With almost 20 years on the Jack Daniel’s Tennessee Whiskey portfolio, Blevins’ experience growing an inspiring portfolio of brands includes leading the brand as it became the most valuable global spirits trademark in 2021. With a people-first leadership style, Blevins delivers both demonstrated business results and thoughtful team development.

“Matt’s passion and dedication to his teams, as well as his brands, is evident throughout his successful career. He leads by example and grows teams who deliver consistent results,” said Kate Latts, Heaven Hill Co-President. “We are excited to continue to build our strong, innovative leadership team by adding Matt’s unique skill set to further our accelerated growth. I’m excited to work collaboratively with Matt to continue the enduring legacy of our brands.”

Before joining Brown-Forman in 2005, Blevins held business analyst roles across numerous retail and consumer package goods brands. After serving in senior roles across the Jack Daniel’s brand, Blevins most recently served as Vice President, Global Brand Director Jack Daniel’s Tennessee Whiskey. He oversaw many aspects of global brand marketing from positioning, packaging, pricing, and promotion. By leading external agencies and a significant global community of marketers, Blevins created impact and influence across key areas to drive long-term success.

“I could not be more excited to join Heaven Hill at this important phase in the company’s growth journey. Heaven Hill’s portfolio of brands offers a wide range of consumer connections across beverage alcohol occasions with authentic stories, quality products, and family ownership that is invested in the long term,” said Blevins. “The Heaven Hill team is clearly passionate about their business and brands, and I look forward to partnering with them on all the exciting initiatives in the near and long term.”

Blevins resides in Louisville, Ky. with his wife Catherine and two children. He has a B.S. in Economics from Centre College where he was a Division III athlete on their basketball team and now serves on the President’s Alumni Council. Blevins also has a Masters of Applied Economics from University of Cincinnati. Blevins is passionate about many nonprofit causes in the community including Fund for the Arts, Urban League, and Kentucky Cancer Link.

A free NFT plus access to rare digital art and live concert tickets is just one click away

Hpnotiq Liqueur, the storied spirits brand known for its electric blue hue, is partnering with hip-hop artist Guapdad 4000 to give consumers exclusive access into the #HPNOVERSE – an Augmented Reality destination with unique digital NFTs (non-fungible tokens) and real-life prizes. In addition to the #HPNOVERSE virtual reality, consumers will also be invited to join an “IRL” scavenger hunt to unlock a one-of-a-kind experience at physical locations in their market using QR codes. From a larger-than-life Hpnotiq Skyscraper to an incredible Hpnotiq & Cognac, consumers will be able to collect these digital assets across Atlanta and New York City.

Grammy nominated, Platinum recording artist, Guapdad 4000 AKA Guap (born Akeen Hayes) is best known for his signature durags and memorable verses which flow as smoothly as Hpnotiq over the sickest beats. His work with artists like Snoop Dogg, Chance the Rapper and Wiz Khalifa helped bring his West Oakland sound to the mainstream. The brand continues to pay homage to its hip-hop roots by leveraging Guapdad’s talent, creativity and versatility, marking him as one of the most promising budding stars of the music industry.

“Whether you’re a crypto wizard or you just learned about NFTs today, Hpnotiq has created an experience that can be enjoyed by all,” said Brittany Wenig, Hpnotiq Brand Manager. “Ever-present on Twitter and Instagram, Guap’s move to the #HPNOVERSE gives his fans and fans of Hpnotiq unprecedented access to the world of crpyto and NFTs.”

The portal key into the #HPNOVERSE is the Augmented Reality camera app featuring a variety of experiences. Try the HQ Skyscraper outside or call on Guapdad 4000 to dance in the living room — just be sure to share it all on social using #HPNOVERSE so Hpnotiq can re-share posts. For more information about Hpnotiq and the #HPNOVERSE, visit Hpnotiq.com and http://hpnoverse.io/, and follow along on social at @Hpnotiq on Instagram, Facebook, Twitter and YouTube.

By simply submitting their email into the #HPNOVERSE, consumers will automatically receive a free digital NFT (non-fungible token) plus be entered to win prizes like rare digital artwork and live concert tickets via the #HPNOVERSE Sweepstakes available at HPNOVERSE.IO (must be 21+ to enter).

The “Incredible Hulk” – Hpnotiq & Cognac

• 2 oz Hpnotiq
• 2 oz Cognac

Lay over ice and stir for color transformation.

The Silver Bullet Shot

• 1 oz Hpnotiq
• 2 oz Premium Blanco Tequila

Chill ingredients and layer in a shot glass.

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

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

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

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

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

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

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

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

ABOUT THE EVAN WILLIAMS BOURBON EXPERIENCE:

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

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

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MEDIA CONTACT
Emily Gahafer

Heaven Hill Brands

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