Category: Press Releases

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A RARE UNEARTHING: WIDOW JANE BLACK OPAL STANDS AS CROWN JEWEL IN BROOKLYN DISTILLERY’S COLLECTION OF LONG-AGED BOURBONS

Extraordinary blend of 20-year-old bourbons finished in casks fashioned from the wood of old-growth Mizunara oaks

RED HOOK, BROOKLYN, NY (SEPTEMBER 30, 2024) – In the pursuit of rarer and more intense bourbons, and in a study of the art of patience, Red Hook, Brooklyn’s Widow Jane Distillery unearths Black Opal, the oldest whiskey in the brand’s history. A limited release on strict allocation, it is an artful blend of rare bourbons, each aged for a minimum of 20 years.

Beneath the oak-beamed ceilings, deep within the century-old brick walls of the Widow Jane rick house, Head Distiller and Blender Sienna Jevremov painstakingly tasted through more than 100 individual barrels, a multi-week process that yielded an initial sketch of what would become Black Opal.

The barrels selected, Jevremov painstakingly married the liquids – test after test – until she was satisfied with the blend. Finally, the liquid took on an extended finish in casks raised from prized, old-growth Mizunara oak (Quercus crispula). A single Mizunara cask can fetch up to $6,000 on the open market. Mizunara trees, which occur naturally in Japan’s mountainous Hokkaido island, are harvested, air-seasoned for 12 months, and crafted into casks that receive medium toast plus a light char. The casks are highly porous and low in tannins, imparting an intense and distinctive flavor on the bourbon.

Says Jevremov, “The 20-year-old whiskey found in this project is like a hefty tome of an epic tale, at first it is daunting in its immensity but the rich characters and surprising unseen twists pull you in. I chose one thread I found alluring and followed it to a whiskey that toys with bourbon’s sweetness, baking spice, and stone fruit. It has complex flavors of burnt sugar, smokey incense, herbal teas, and salted fruit. The Mizunara finish was a clear choice to achieve another layer that beautifully binds it all together. I advise you to take your time with each drop.”

Aroma: Tahitian Vanilla, Frankincense Smoke, Dried Apricot, Rose Hip

Taste: Walnut, Black Strap Molasses, Crème Brulé, Poached Plum, Burnt Sage, Brown Butter

Finish: Beeswax, Ginger Snap, Chocolate Ganache, Nutmeg, Caramelized Sugar

As is a signature of Widow Jane whiskeys, Black Opal is proofed with limestone water from the legendary Rosendale Mines of upstate New York. This mineral-rich, yet sweet water delivers a full, round, lavish mouthfeel and long finish, fitting for a bourbon 20 years in the making.

Widow Jane Black Opal by the numbers:

  • Aged 20 years
  • 49.5% ABV (99 proof)
  • SRP: $500/750 ml
  • Allocation: 5,000 bottles/1,700 physical cases (3 packs)
  • Availability: In select markets beginning in October

Packaging:

Inspired by Widow Jane’s roots in historically industrial Red Hook, the bold, black steel box that houses each bottle of Black Opal features metal stamped branding and rivets that recall the neighborhood’s shipping and warehouse history. Enclosed within, the subtle and elegant bottle presents a contrast to the rugged outer packaging. Crafted to be cherished, the bottle boasts details like an internal jeweled texture that is revealed as Black Opal is consumed. Every bottle of Black Opal also comes with a limited edition, numbered fine art print featuring one of seven ‘insider’ views of Widow Jane Distillery, giving consumers a first-hand look at the art of making Black Opal.

Widow Jane recommends experiencing Black Opal neat, patiently allowing the precious liquid to breathe in the glass. Sip slowly and discover the expanding notes that are revealed as the bourbon opens up.

About Widow Jane Distillery

Widow Jane is an award-winning artisanal distillery located in the New York City neighborhood of Red Hook, Brooklyn. The company is named in homage to one of the legendary mines of Rosendale in Upstate New York, from which the brand sources its proofing water. Before becoming a natural reserve of extraordinary mineral water, the mines produced the natural cement used to construct some of the most iconic American landmarks, such as the Brooklyn Bridge and the Empire State Building, among others. The pure, limestone-filtered water from the mine, plus one of the country’s largest holdings of long-aged Bourbons, and a refusal to compromise the product with chill-filtration, are just three elements that make Widow Jane a stand-out whiskey company.

The facility in Red Hook includes mashing, fermentation, distillation, barreling, aging, blending, warehousing and bottling. Widow Jane Distillery is also open for tours and tastings. For more information, visit www.widowjane.com  or find Widow Jane on Instagram @widowjane.

Video:

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Media inquiries:

Colin Baugh

Emblem Public Relations

Colin@EmblemPR.com

323-219-3427

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Deep Eddy Vodka Announces Winner of the 2024 Craft the Fun Cocktail Challenge

A nationwide competition that celebrates creativity and passion within the bartender community awards its final winner in Austin

AUSTIN, Tx. (September 25, 2024) – Deep Eddy Vodka is proud to announce the winner of its 2024 Craft the Fun Cocktail Challenge – Natasha Van Duser of New York. The contest, which launched its second annual competition in May, drew over 470 entries from talented bartenders across the country. After a select 30 contestants were chosen for the rigorous semi-final rounds in Dallas, Atlanta, Chicago, Boston, and San Diego, five exceptional finalists were picked to compete in Austin, Texas, the home of Deep Eddy Vodka, for the Grand Prize.

The finalists, Jarad Crowell of Austin, Texas, Jennifer Yim of Las Vegas, Nevada, Makenzie Helem of St. Louis, Missouri, Natasha Van Duser of New York, New York and Ruby Smith of Atlanta, Georgia, earned their spots after showcasing their creativity and skills in the regional competitions. Each finalist was invited to Austin with all expenses paid to compete in the mid-September finals round of the challenge.

“We launched the Craft the Fun Cocktail Challenge to remind bartenders why they fell in love with their craft—the ability to have fun while showcasing their creativity,” said Julie Cole, Brand Director. “The talent this year has been extraordinary, and we’re thrilled to celebrate these bartenders and their passion.”

The final round tasked the bartenders with creating an immersive, three-part cocktail experience that demonstrated their technique, hospitality and creativity to the judges. Judging the competition were industry leaders Lynn House, Jeffrey Morgenthaler, and Christine Wiseman. In the end, Natasha Van Duser emerged as the 2024 Craft the Fun Cocktail Challenge Winner. Natasha impressed the judges with her standout cocktails titles Hotel Transylvania, Nosferatu’s Cornbread, and The Jackie Daytona. She was awarded the grand prize of $5,000, along with the opportunity to be featured on Deep Eddy Vodka’s website, social media platforms, and an advertisement in Chilled Magazine. Second place went to Jennifer Yim of Las Vegas, whose performance also captivated the judges with her finesse and innovative ideas.

“What I loved about Natasha was that she showcased her authentic self,” said Lynn House, Craft the Fun judge and National Spirits Specialist and Portfolio Mixologist for Heaven Hill Brands. “She celebrated Deep Eddy and told a great story while doing so. Natasha’s cocktails were delicious, well-balanced, and mindful.”

With a fantastic turnout and fierce competition, this year’s challenge highlighted the incredible talent and dedication within the bartender community. Deep Eddy Vodka looks forward to continuing its support for bartenders across the nation and is excited to create more opportunities for them to further showcase their skills and love for the craft.

About Deep Eddy Vodka: Deep Eddy Vodka is a high-quality vodka with an even higher purpose: to bring people together for good times. Created in Austin, Texas in 2010, it was named after a beloved city swimming hole, a place known locally for lively crowds and laid-back fun. The brand embodies everything essential to Austin— sunshine, stellar vibes, ample excuses to get together with friends — and bottles it up for the world to enjoy. The result is a refreshing family of real vodkas made with real ingredients for real fun. All meant to be enjoyed however, wherever and with whatever you like.  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. 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. More information on the brand can be found at @DeepEddyVodka on Facebook, Twitter and Instagram, or at www.deepeddyvodka.com. 

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

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WIDOW JANE ANNOUNCES THE VAULTS 2024; SEASONAL RELEASE FINISHED IN AMBURANA CASKS

Brooklyn Distillery’s latest exploration in unique wood finishes on well-aged whiskey

RED HOOK, BROOKLYN, NY (SEPTEMBER 16, 2024) – Widow Jane, the Red Hook, Brooklyn craft distillery led by head distiller and blender Sienna Jevremov, announces the release of The Vaults 2024, the latest in the brand’s annual exploration of wood finishes on select barrels from its old and rare whiskey collection. The 15-year-old blend, which is finished in Amburana wood casks, will hit shelves in October.

Since the original edition of The Vaults in 2019, Widow Jane has worked to source unique wood casks in which each year’s edition is finished. The Vaults 2024 began in the Widow Jane rick house, where Jevremov and the Widow Jane distilling and blending team painstakingly tasted through the brand’s old and rare casks, whittling their selections down to include only those whose flavor profile would match the complexity and striking flavors of the Amburana finishing casks. They then meticulously blended the liquid from these select casks in hyper small batches.

Once married, this luxurious whiskey was finished in the Amburana casks, which are renowned for yielding liquid with an unexpected combination of warm spices, floral, and tropical notes. Also known as ‘Brazilian oak’, Amburana grows in the dry jungles of southeastern Brazil and northern Argentina – challenging environments with soil scarce in nutrients and irregular rainfall which leads to slow growth and limited availability.

“The 2023 Vaults release was my first big project leading the blending team,” said Jevremov. “With that one, I wanted to explore the terroir of American oak while also gently pushing us to new flavor explorations. Now after a year as head blender I felt it was time to challenge myself. Ambruana is a bombastic wood, full of heady, rich aromatics. My first task was to create a gorgeous blend highlighting the earthy and textually robust qualities of 15- and 20-year-old whiskeys. My next imperative was to slowly introduce the Amburana to work with the whiskey’s notes in delicate harmony. I hope everyone can enjoy the dance of deeply aged whiskey and tropical spiced aromatics.”

Tasting notes:

  • Nose: Amaretto Cookie, Fig Leaf, Cherry Blossom, Honey Graham Cracker, Cinnamon Bark
  • Palate: Rosemary, Cinnamon Raisin, Olive Oil, Sencha Green Tea, Roasted Yam
  • Finish: Black Licorice, Honeysuckle, Coconut Macaroon, Caramelized Carrots, Satsuma

The Vaults 2024 by the numbers:

  • Age statement: 15 years
  • 49.5% ABV (99 proof)
  • SRP is $250/750 ml
  • 4000 total physical cases (6 packs)
  • Available in: October

As is the case with all Widow Jane whiskeys, The Vaults 2024 is non-chill filtered and proofed with the pure limestone mineral water from the legendary Rosendale Mines of New York, just 100 miles north of the distillery, which contributes to the round mouthfeel and exceptionally long finish.

About Widow Jane Distillery

Widow Jane is an award-winning artisanal distillery located in the New York City neighborhood of Red Hook, Brooklyn. The company is named in homage to one of the legendary mines of Rosendale in Upstate New York, from which the brand sources its proofing water. Before becoming a natural reserve of extraordinary mineral water, the mines produced the natural cement used to construct some of the most iconic American landmarks, such as the Brooklyn Bridge and the Empire State Building, among others. The pure, limestone-filtered water from the mine, plus one of the country’s largest holdings of long-aged Bourbons, and a refusal to compromise the product with chill-filtration, are just three elements that make Widow Jane a stand-out whiskey company. 

The facility in Red Hook includes mashing, fermentation, distillation, barreling, aging, blending, warehousing and bottling. For more information, visit www.widowjane.com  or find Widow Jane on Instagram @widowjane.

Media inquiries:

Colin Baugh

Emblem Public Relations

Colin@EmblemPR.com 

323-219-3427

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Heaven Hill Bourbon Experience Expands with Exciting New Dining Option

Five Brothers Bar & Kitchen to Begin Serving Lunch and Dinner Celebrating Heritage and Local Flavors 

BARDSTOWN, Ky. (September 5, 2024) — Heaven Hill is excited to announce the grand opening of the Five Brothers Bar & Kitchen, adding a new dining option at the Heaven Hill Bourbon Experience in Bardstown, Kentucky. Starting today, the new restaurant located upstairs in the Five Brothers Bar will begin serving lunch and dinner to visitors from near and far. The bar and kitchen are named in honor of the five Shapira brothers who founded Heaven Hill in 1935.  The new menu offers unique and delicious offerings that reflect the Southern heritage and charm of the Bluegrass. 

The Five Brothers Bar & Kitchen is more than just a place to dine: it’s a tribute to the legacy of the Shapira brothers’ bold entrepreneurial spirit. Starting Heaven Hill at the height of the Great Depression and without any bourbon stock available to them, the five brothers took a calculated gamble that paid off in ways they could never have imagined. Today, Heaven Hill Brands stands as one of the largest family-owned and led spirits producer and marketer in the United States. 

The new dining experience has been curated by Jeff Crowe, the Director of Kentucky Visitor Experiences at Heaven Hill and General Manager Josh Holifield, along with Restaurant Manager Veronica Burger and Kitchen Manager Jeremy Brown. The team is bringing a new and unique dining tribute to the Heaven Hill Bourbon Experience that appeals to visitors of all ages.  

The Five Brothers Bar & Kitchen features dishes that reflect Southern tradition and local flavors. Menu highlights include the savory Fried Chicken Sandwich, the comforting Grilled Cheese and Tomato Soup, and the playful and decadent Fluffernutter – a banana, peanut butter and marshmallow sandwich.  The menu also pays homage to Heaven Hill’s rich heritage like Max’s Garden Sandwich, a nod to Max Shapira, the longstanding leader and current Executive Chairman of the company.  Additional Southern staples, such as delicious fried Pimento Cheese balls and other traditional offerings like burgers, salads and sides round out a menu that has something for everyone. 

“We wanted to create a place where our guests can experience the warmth and hospitality that Kentucky is known for,” said Josh Holifield, General Manager of the Heaven Hill Bourbon Experience. “Every dish tells a story, and our menu exudes Southern charm, crafted to bring people together through great food.” 

Following a successful soft opening during which the restaurant fine-tuned its service and menu, Five Brothers Bar & Kitchen is now open for everyone on the Kentucky Bourbon Trail and those living nearby to visit.  It will be open from 11:00AM – 5:00PM Monday through Saturday and 1:00PM – 5:00PM on Sunday. The team is eager to welcome visitors from near and far to enjoy this new dining experience. 

Adding to the excitement, the Heaven Hill Bourbon Experience was recently named 2024 “Best Road Trip” Destination by the Kentucky Living, Best in Kentucky Awards.  This accolade, along with the exciting opening of Five Brothers Bar & Kitchen, offers even more reasons to visit and discover their craveable menu options.   

ABOUT THE HEAVEN HILL BOURBON EXPERIENCE:  The Heaven Hill Bourbon Experience™ (heavenhillbourbonexperience.com) celebrates the heritage and traditions of the fine art of American Whiskey in the heart of historic Bardstown, Kentucky. The state-of-the-art facility allows guests to experience a tasting in one of our three iconic tasting rooms, walk through the interactive exhibit gallery, have a drink at the Five Brothers Bar & Kitchen and take a piece of Bourbon country home from the gift shop. Participate in “You Do Bourbon,” an interactive elevated tasting experience, where visitors can taste, bottle and personalize their very own bottle of America’s Native Spirit. Named Whisky Magazine’s 2022 Global Visitor Attraction of the Year and winning Double Gold at the 2022 International Spirits Challenge Tourism Awards, guests will be immersed in the story behind Heaven Hill Distillery, the nation’s largest independent, family-owned and led spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. 

MEDIA CONTACT:

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

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

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

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

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

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

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

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

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

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

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

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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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WITH CHICAGO SMOKEWORKS WHISKEY, FEW SPIRITS COMMEMORATES THE GREAT CHICAGO FIRE, LOOKS AHEAD TO 2024 TAILGATING SEASON

New release begins with FEW Malt Whiskey made from cherrywood smoked malted barley and rye grain

EVANSTON, IL (AUGUST 12, 2024) – FEW Spirits today announces the release of FEW Chicago
Smokeworks Whiskey, the latest innovation from the groundbreaking Chicagoland distillery
that has been redefining “Midwest whiskey” since its foundation nearly a decade and a half ago
as Evanston, Illinois’ first legal distillery since Prohibition. The release is an homage to the
rebirth of FEW’s home city after the Great Chicago Fire of 1871. The release is perfectly timed
for end-of-summer backyard barbecues and the beginning of the college and NFL football
seasons and the festive pregame tailgating that comes along with them.


The whiskey:
FEW Chicago Smokeworks (46.5% ABV/93 Proof) begins with FEW Malt Whiskey made from
cherrywood smoked malted barley and rye grain for a rich and complex whiskey bursting with
flavor. Rich and chewy with hints of smokey cherry, charred caramel, and smoked meat
barbecue, it’s a bold and soulful reimagining of a traditional malt whiskey.


Tasting notes:
● Aroma: Dark Molasses, honey graham cracker, cherry jam, campfire and vanilla
● Taste: Cereal grain, caramel apple, baking spice and mellow but complex smoke


“Chicago’s an old city with a proud history full of deeply ingrained traditions that loves any
excuse for a party,” said FEW Spirits Founder Paul Hletko. “With FEW Chicago Smokeworks, we
wanted to honor the grit and determination of our city by remembering how far we’ve come.”
He continued, “Fall in Chicago is also a time for wall-to-wall football, and this is a particularly
exciting season in our city. With that in mind, we wanted to create a liquid with rich flavors tempered by easy, round smokiness that are right at home at a great tailgate party.”


The label design:
When designing the label, FEW’s distilling team took samples of the whiskey and tasted Chicago
barbecue all over the city. The experience inspired an aesthetic full of smoke, cast iron, copper,
personality and happiness. What they saw while enjoying favorites like brisket and cornbread
became the inspiration for the label design. The design is a perfect melding of Chicago’s history,
architecture, no-nonsense barbecue scene and how whiskey just seems to complement it all so
well. After all, Chicago is a drinking town.


FEW Smokeworks (SRP $50) will begin rolling out in August and continue through the fall. The
whiskey will be available for sale in 34 markets, as well as nationally through the distillery’s
online ecommerce shop, at www.fewspirits.com/products/.


Suggested Cocktails:
FEW Kickoff Cocktail
● 2 oz FEW Chicago Smokeworks​
● 1/2 oz Campari​
● 1/2 oz Amaro Averna​
● Stir ingredients in a mixing glass with ice. Strain into rocks glass over one large ice cube.
Garnish with a flamed orange twist.


FEW & A Brew: FEW Chicago Smokeworks & Amber Ale
● 1 Pour Chicago ​Smokeworks Whiskey​
● 1 Amber Ale Beer​
● Enjoy game day by pairing Chicago Smokeworks ​with your favorite craft Amber Ale.
Find FEW Spirits online at www.FEWspirits.com and use the hashtag #FEWspirits to find us on
Instagram @FEWspirits.

About FEW Spirits
A grain-to-glass distillery embracing innovation since 2011, FEW Spirits produces
award–winning craft whiskey in a tucked away alley located in Evanston, IL, a historical town
where Prohibition lasted until 1972. Founder & Master Distiller Paul Hletko changed the future
of Evanston when he opened FEW Spirits Distillery, the first (legal) alcohol-production facility of
any kind to ever open there. Since, he’s collaborated with rock stars, employed experimental
distillation and proofing methods, and more.


Hletko always knew he wanted to make craft spirits — produced in the local Chicago area —
that offered something that broke the rules of traditional whiskey making and offered
something rare and different. Living in Evanston, a town that was prime for change after being
dry for four decades post the repeal of prohibition, Paul felt it was the perfect home and
backdrop for FEW and the brand. Deeply integrated into the brand story, both Evanston and

Chicago are crucial elements of the FEW DNA and its inspiration. From its liquid, created from
locally grown or sourced ingredients, to the look & feel of the label design, which pays homage
to the 1893 World’s Fair in Chicago — FEW is the true definition of a local Illinois craft spirit.

Media inquiries:
Colin Baugh
Emblem Public Relations
Colin@EmblemPR.com

Kaitlynn West

Heaven Hill Distillery

kwest@heavenhill.com

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

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

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

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

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

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

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

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

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

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IMAGES: Download here

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

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Heaven Hill Brands Announces Appointment of Elayne Duff as Global Director of Advocacy

Heaven Hill Brands today announced the appointment of Elayne Duff as the new Global Director of Advocacy. In this pivotal role, Duff will lead Heaven Hill’s strategic efforts to influence the trade on behalf of its brands through education, relationship building and strategic trade and consumer activations in key markets around the world.

Duff, previously the Director of Advocacy for Samson and Surrey, brings over 20 years of experience in the spirits industry to, now, the full Heaven Hill portfolio of beloved brands. Renowned for her expertise, Duff was the first head mixologist and luxury spirits ambassador at Diageo U.S.A. She has also showcased her talents on the popular TV show, Bar Rescue, and achieved notable milestones such as graduating from the rigorous W.S.E.T. Level 3 & B.A.R 5 Day program.

Duff’s impressive career includes serving as the Global Manager of experiential events and education at Ab-InBev’s Craft Beer Division, Z.X. Ventures. As an entrepreneur, she founded the highly successful “Beverage B.A. Academy,” an in-demand online training program for Brand Ambassadors. She also hosts the podcast “Celebrating the Brand Ambassador.”

“Elayne is a force within the hospitality industry and we are thrilled to expand her oversight across the full Heaven Hill portfolio,” said Kate Latts, Co-President of Heaven Hill Brands. “Her extensive experience and remarkable achievements in the spirits industry make her the perfect fit for leading our advocacy efforts. We are confident that her leadership will further strengthen our relationships within the industry and drive our brands to new heights.”

As the Global Director of Advocacy, Duff will work closely across the functions of brand teams, sales and operations to align efforts for advocacy. Duff will supervise the brand ambassador and commercial specialist teams based around the US and key international cities. Her role will focus on building strong relationships with key industry influencers and executing both trade and consumer-facing events on behalf of Heaven Hill’s beloved brands.

“Heaven Hill has a rich history and an exceptional portfolio of brands,” said Duff. “I am excited to bring the full depth of the portfolio under our advocacy strategy and look forward to working with the team to continue building strong programs that will elevate our brands and engage our partners around the world.”

MEDIA CONTACT:
Lauren Newcomb
Heaven Hill Brands 
lnewcomb@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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IMAGES: Download here

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