Category: Press Releases

18^th 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 18^th edition of the Parker’s Heritage Collection® featuring a 14-year-old Kentucky Straight Malt Whiskey Finished in Reconstructed Heavy Toast Cognac Barrels. The 18^th 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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