Category: Press Releases

The donation is part of the company’s annual philanthropy project which supports local 501c3 organizations nominated by their employees

Each year, Heaven Hill Brands engages its employees to nominate and submit local organizations who could greatly benefit from their annual employee-driven, collaborative fundraising project. Today, New Roots received the 2021 $10,793.50 campaign donation which will help further the organization’s mission to ignite community power for fresh food access.

Philanthropy is an important part of Heaven Hill’s mission of enhancing the local communities through both charitable donations and community partnerships. Through several fundraising initiatives between September and December of 2021, Heaven Hill employees worked together to raise these funds which were then matched at $5,000 by the company.

This year’s recipient, New Roots, was nominated by Heaven Hill Quality Specialist Abby Long, who is based at the Bernheim Distillery in West Louisville. Long recognized the important impact this nonprofit makes by providing access to fresh, organic foods to all income brackets.

“As a long-time volunteer with New Roots, I’ve seen firsthand the impact their initiatives have to provide fresh food to some of our most vulnerable neighborhoods in and around Louisville,” said Long. “I’m humbled my fellow employees supported this philanthropy project to provide more opportunity for New Roots to expand their mission.”

New Roots makes fresh food available for all through the Fresh Stop Markets – farm-fresh food markets located in fresh food-insecure neighborhoods. The markets are active every two weeks from June through November at local churches, business, and community centers. There are currently eight Fresh Stop Markets that operate under New Roots’ umbrella: seven in Metro Louisville, one in Southern Indiana, and an independent Fresh Stop Market in Hazard, Ky.

“We are thrilled to receive this donation from Heaven Hill employees and look forward to investing this back into our communities to expand fresh food opportunities,” said Travis Brown, New Roots Operations Manager. “With the support of our partners, we are able to provide organic produce through our innovate share model, support local farmers, and create better health outcomes for our neighbors.”

Past recipients of this donation have included The Food Literacy Project, Feeding America, Portland Elementary School, Flaget Memorial Hospital’s Project Hope, Ronald McDonald House Charities, and Coalition for the Homeless. This is the sixth year for the company’s fundraising project and one of many ways that Heaven Hill and their employees contribute to their communities year-round.

To learn more about New Roots, and how you can support their efforts, visit newroots.org.

About Heaven Hill Brands

Founded in 1935, Bardstown, KY -based Heaven Hill Brands (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes Evan Williams, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy and Burnett’s Vodkas; Admiral Nelson’s and Blackheart Rums; Black Velvet Canadian Whisky; Lunazul Tequila; The Christian Brothers Brandies; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur.

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

About New Roots

Just like air and water, fresh food is a basic human right. The idea for New Roots began when founder Karyn Moskowitz and a group of friends were frustrated with farmers markets’ inability to offer fresh, organic food to all income brackets and neighborhoods. New Roots was established to support this need by igniting community power for fresh food access with a vision that affordable, fresh, organic food is available year-round in all neighborhoods. This mission is accomplished through the establishment of Fresh Stop Markets operating across all cultural and economic landscapes working as part of one whole community.

Media Contact:

Lauren Cherry Newcomb

Heaven Hill Brands

lnewcomb@heavenhill.com

Award-winning rum debuts social and digital ad spots resolving to “Make Time for Friends”

BARDSTOWN, Ky. – Blackheart Spiced Rum is on a mission to bring back regular hangout habits and prioritizing time with friends this year, enlisting Jenny McCarthy as Friendship Coach extraordinaire in an outrageous parody campaign to help people “Make Time for Friends.” The actress, comedian, host, and best-selling author will train people who are struggling to pick cheers over chores and show them how to break out of the adulting routine, reconnect and recharge with Blackheart Rum.

The national media program will debut new social and digital ads featuring Coach Jenny running a series of drills on how to get back in a friendship routine together with Blackheart Rum. Using her honesty, humor and humility, Coach Jenny gets real with her trainees in the ten and thirty second spots featuring tips ranging from the perfect garnish to prioritizing happy hour over laundry.

“Blackheart Spiced Rum has a fun, empowering characteristic that comes to life through Coach Jenny’s friendship training techniques,” said Hannah Venhoff, Group Product Director, Heaven Hill Brands. “Our consumer has spent the last several years navigating big responsibilities and life changes and now we want them to know its ok to take time for themselves, be social and get up to something good. With Coach Jenny’s help, Blackheart can help them toast to what matters most in life, the people you love and the things you love doing.”

Additionally, Blackheart will launch a sweepstakes to coincide with the new campaign, with details releasing later this year. Weekly prizes will also be given away on social media throughout the campaign. Fans can follow Blackheart on Facebook, Instagram and Twitter for the latest updates.

Since Heaven Hill announced the launch of Blackheart Premium Spiced Rum in 2010, the brand has enjoyed tremendous growth and notoriety. In 2019, 2020 and 2021, Blackheart won the Consumer’s Choice award and earned a gold medal at the SIP Awards. Additionally, the brand is a five-time Beverage Information Group “Rising Star” award winner. Blackheart Premium Spiced Rum is crafted from only the finest imported rum, blended expertly with a hint of spice, lush caramel and other delicious natural flavors. At 93 proof, the brand is rich in flavor, voluptuous in taste and appeal, and edgy to the core. Blackheart Premium Spiced Rum (SRP $14.99) is available in 50ml, 375ml, 750ml, 1L, 1.75L sizes. All are bottled at 46.5% alc/vol (93 proof).

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

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Award-winning bourbon partners with three-time PGA TOUR winner in multi-year deal

Elijah Craig Bourbon today announced a new partnership with PGA TOUR professional golfer Max Homa for a multi-year sponsorship deal. Homa’s success both on and off the course since turning pro in 2013 will now be supported by Elijah Craig as the “Official Bourbon of Max Homa.”

PGA TOUR pros strive for greatness every day, a mindset shared by the master craftspeople who use a lifetime of experience and years of aging to develop the signature balance of flavors in Elijah Craig Bourbon. The three-time PGA TOUR winner will continue to elevate the golf experience for fans through integrated marketing campaigns, social media collaboration, public appearances, and the Elijah Craig logo prominently displayed on shirt of Homa’s caddy and longtime friend, Joe Greiner.

“When you see a great golf swing or take a sip of an expertly crafted Bourbon, you can appreciate the years of patience and perseverance required to arrive at that moment. Whether you’re a pro inside the ropes, the occasional golfer, or a fan that follows along on Twitter, the golf community doesn’t settle for less than greatness,” said Max Stefka, Elijah Craig Senior Brand Manager. “Together with Max Homa, we look forward to celebrating wins big and small with golf fans everywhere over a glass of Elijah Craig Bourbon.”

“I’m excited to join the Elijah Craig team as their first-ever golf brand ambassador. Golf is a game that doesn’t come easy, and I’m learning the same is true for making their award-winning Bourbon,” said Homa. “Elijah Craig is made for those who strive for the best – in their game and in their glass. And from what I’ve tasted so far, their commitment to excellence is obvious. We’ve got lots of exciting things planned in the coming months, and I’m looking forward to sharing many memories at the 19th Hole with them and golf fans everywhere.”

Elijah Craig will also debut its 19th Hole campaign to extend the fan experience beyond the course this spring and summer. The 19th Hole campaign will include premium media placements in golf publications, digital and social media, consumer contests, and Elijah Craig-branded golf ball on-packs and in-store displays rounding out the 360-degree program.

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

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MEDIA CONTACT:
Lauren Cherry Newcomb
Heaven Hill Distillery
lnewcomb@heavenhill.com

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Veteran Community Action Grants awards $75,000 to nonprofits that serve the veteran community

Evan Williams Bourbon announced today 15 recipients of the American-Made Heroes Foundation Fund grants. The 2021 Veteran Community Action Grants awarded $75,000 across projects that make a meaningful difference in the enjoyment and quality of life for veterans. From training service dogs to professional development and therapy, each program supports giving back to those who served.

As an American-made and owned Bourbon, Evan Williams is proud to support U.S. military veterans through the American-Made Heroes Foundation Fund. First established in 2020, the fund continues the brand’s support of veteran communities since launching the Evan Williams American-Made Heroes program and limited-edition label in 2015. To date, Evan Williams has recognized 42 veteran heroes on its American Hero Edition bottles and donated more than $450,000 to nonprofits.

“The 2021 recipients of the American-Made Heroes Foundation Fund grants are an inspiring, diverse group whose extraordinary programs continue to uplift our veteran communities,” said Julie Cole, Evan Williams Senior Brand Manager. “We are proud to continue the brand’s efforts to celebrate and support veterans who protect the American spirit of service.”

The 15 recipients of the 2021 Veteran Community Action Grants awarded by the Evan Williams American-Made Heroes Foundation Fund are as follows:

MISSION WORKING DOGS: Studies show that service dogs can provide life-saving therapy and assistance for veterans with PTSD and mobility challenges, which were especially felt during the pandemic. In response, Mission Working Dogs was founded to train and provide service animals for veterans in need. Every dog must pass extensive health and temperament checks and undergo a minimum of 250 training hours before they can graduate to saving lives. Learn more about Mission Working Dogs at www.missionworkingdogs.org.

OPERATION WELCOME HOME: Some veterans have difficulty navigating the civilian workforce once they’re out of the military. Operation Welcome Home enlists large and small businesses to provide opportunities to veterans for professional development, as well as career placement. Since May 2012, Operation Welcome Home has successfully arranged full-time employment for more than 600 veterans, with a 92% success rate. Learn more about Operation Welcome Home at welcomehomewv.com.

WARRIOR EXPEDITIONS: Transitioning from military to civilian life can be challenging. Warrior Expeditions programs use the great outdoors to give veterans better lifelong coping strategies for mental and physical challenges resulting from their military service. This year, Warrior Expeditions provided more than 240 veterans with free, life-changing therapy. Learn more about Warrior Expeditions at warriorexpeditions.org.

ABOUTFACE-USA: AboutFace‐USA® is a peer-led community organization existing, as an initial point of contact, to empower and encourage veterans and their families to find help. Working to get past the stigma of PTSD and confront mental health concerns, these programs provide support services, activities and resources geared toward understanding mental health so that they can cope better, improve their relationships, and change the direction of their future for the better. Learn more about AboutFace-USA at www.aboutface-usa.org.

DTOM 22/0: The mission of the DTOM 22/0 Foundation and Veterans Ranch is to provide a safe place for healing and recovery for military service members, veterans, and their families. These programs also engage and positively impact veteran lives through hope, self-conviction, and family activities, while helping them learn to live again with purpose. DTOM also aims to end suicide among veterans through mentorship, support, and building stronger families. Learn more about DTOM 22/0 at dtom220.org.

BATTLEBETTY FOUNDATION: BattleBetty Foundation is a community-based nonprofit and first Women Veteran focused organization within South Carolina committed to empowering Women Veterans as they navigate post-transition life. The BattleBetty Resource Center provides an emergency shelter, clothes closet, empowerment workshops, and fosters community reintegration for women veterans. Learn more about the BattleBetty Foundation at battlebettyfoundation.com.

SHAMROCK REINS: Shamrock Reins and its special horses foster positive life-changing experiences for veterans, their families, and the families of fallen heroes by assisting with recovery and by offering comfort and kindness in a safe environment. Learn more about Shamrock Reins at shamrockreins.org.

HEALING PAWS FOR WARRIORS: A resilient program that represents veterans helping veterans from personal experience and trained service dogs, Healing Paws for Warriors’ program focus is save a veteran and rescue a dog. The program provides service training for local rescue dogs by partnering with veterans faced with PTSD, TBI, or MST at no cost. By increasing self and family health and wellness, Healing Paws gives hope and healing to veterans and reduces number of canines in shelters. Learn more about Healing Paws for Warriors at www.healingpawsforwarriors.org.

SERVE OUR WILLING WARRIORS: The average hospital stay for recovering warriors is about 300 days. Serve Our Willing Warriors provides cost-free retreat stays and programs that positively impact wounded, ill, and injured service members, disabled veterans, and their families. Learn more about Serve Our Willing Warriors at www.willingwarriors.org.

WHITEHAVEN CANINE: WhiteHaven Canine rescues dogs from local shelters or donated from individuals and trains them as Emotional Support Animals. Highly skilled in obedience and service, these canines are then given to veterans at no cost. Learn more about WhiteHaven Canine at whitehavencanine.org.

HELP OUR MILITARY HEROES: Help Our Military Heroes provides fully equipped, adaptive minivans to severely wounded, injured, and ill service members who sustained their injuries while on active duty. The customized vans return mobility and independence, as well as transportation that would otherwise be financially devastating for many. Learn more about Help Our Military Heroes at www.helpourmilitaryheroes.org.

VETS CHAT AND CHEW: The Vets Chat & Chew Program provides a simple guide to better health and a supportive community. The program is a science based nutritional education featuring live healthy recipe demonstrations to help veterans feel mentally and physically better. Learn more about Vets Chat and Chew at vetschatandchew.com.

SAVE Farm: The Servicemember Agricultural Vocation Education, Corp. (SAVE) is a transition program for veterans through a pathway to farming and wellness. SAVE trains veterans for an agricultural career and incorporates a holistic approach for veterans healing from stress, physical injuries and issues that might be influencing the mind, body and soul. Learn more about SAVE farm at www.thesavefarm.org.

AURA HOME WOMEN VETS: AuraHome helps women veterans from all services with housing, counseling, financial guidance across Western North Carolina. By providing self-education opportunities, Aura Home houses homeless veteran women by giving them access to affordable housing, jobs, therapy, and more. Learn more about Aura Home Women Vets at www.aurahomewomenvets.com.

SALINA INNOVATION: The historic Salina Masonic Temple building has offered veterans a room at no cost for a community resource center. This space has grown to include weekly coffees for veterans, support groups, information sessions, town hall meetings, regional chapter meetings, information services, and assistance with benefits. Learn more about Salina Innovation at salinainnovation.com.

As the second-largest selling Bourbon in the world, Evan Williams is proud of its American Heritage and honored to broaden its support of veteran communities across the country. The 2022 American-Made Heroes will be selected from affiliate organizations who applied through the American-Made Heroes Foundation Fund grant process. The 2022 American-Made Heroes class will be announced in early May along with the individualized limited-edition bottles. To learn more about the Evan Williams American-Made Heroes Program, please visit american-madeheroes.com.

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To download images relevant to this release, please visit here.

MEDIA CONTACT:
Lauren Cherry Newcomb
Heaven Hill Brands
lcherry@heavenhill.com

The track winner receives a mentor experience and $5,000 to support a health- and wellness-focused initiative within their community

Mara Bethel of Atlanta was announced as the final winner of the Craft Meets Community Initiative (CMCI) $5,000 award to support a community-based project aimed at health and wellness. Bethel will also receive one-on-one mentoring sessions with track leaders Alex Jump and Lauren Paylor, co-founders of Focus on Health.

Bethel, whose hospitality career spans more than a decade, is also a certified Mental Health First Aid Provider focused on strengthening mental health support networks in the hospitality industry through the lens of mutual aid. Inspired by her work in this area, Bethel submitted a proposal to train more service industry workers in providing community-based care to create safe work environments in hospitality. Mental Health First Aid courses provide tools for early intervention, de-escalation, and support for mental health/substance challenges and crises. Through the support of the CMCI award, Bethel and one other service worker can be certified instructors, with the remainder going towards launching and expanding the program around Atlanta.

“A critical component of this training is creating safer environments that are tailored to personal needs. It is a person-forward approach with the knowledge that everyone has unique experiences and needs. Accordingly, everyone’s wellness plan is unique,” said Bethel. “Within hospitality, I see a need for advocacy that is person-focused first and foremost. We’re building strong communities in hospitality with strong networks of support!”

First announced in May 2021, CMCI is an extension of Heaven Hill and Liquor.com’s Bartender of the Year program, developed to provide greater access industry-wide to education, mentorship, and leadership engagement opportunities. CMCI replaces the typical competition structure for 2021, creating a platform for virtual education and conversation structured through four tracks led by industry experts and open to all hospitality professionals. The program was designed to encourage hospitality professionals to take action within their community and participants were also invited to apply for the optional CMCI Award Program where they will have the opportunity to receive one-on-one mentoring from an industry expert and $5,000 to fund their community-based project within their focus area.

The final track in the series, Health and Wellness, focused on the crisis within the hospitality industry of taking care of others before yourself. Jump and Paylor led a seminar entitled “Self-Service: Hospitality and Your Wellbeing,” which detailed best practices for addressing issues and steps of implementation surrounding five pillars of wellness: mental, physical, social, environmental, & financial. Sponsored by Deep Eddy Vodka and Dubonnet Rouge, Bethel created a lower ABV cocktail that can be enjoyed as a decompression time later in the evening, the Garnet Sour. Her take on this was inspired by treating yourself to something enjoyable everyday (see recipe at end of release).

“Mara’s project stood out to us primarily due to her attention to detail and her clear vision of the bigger picture,” said Jump and Paylor. “She was detail oriented in presenting a solution and had a clear direction for the project as a whole. Lastly, her proposal was one that felt feasible for both a local community as well as a larger scale project.”

More than 176 hospitality community members registered to participate in the health and wellness track. Bethel was ultimately identified as the award recipient for this track based on her desire to expand Mental Health First Aid within her community. Bethel will now be supported by the CMCI award money and one-on-one mentorship opportunities with Jump and Paylor to grow her initiative. To get more involved with Mental Health First Aid, please contact bartender@heavenhill.com.

Heaven Hill Brands’ Bartender of the Year program has supported the growth, education and awareness of the hospitality community since 2016. The Class of 2020 Finalists received a combined $40,000 to be split between each after the competition pivoted midway through the reginal semifinals tour to a virtual format. All eight joined the ranks of esteemed past winters: Justin Ware in 2019, Harrison Ginsberg in 2018, Nathan O’Neill in 2017, and Abigail Gullo who won the inaugural competition in 2016. Visit the official Bartender of the Year website at http://www.bartenderoftheyear.liquor.com for complete program details.

Garnet Sour

• 1.25 oz Dubonnet Rouge
• .75 oz Lemon Juice
• .5 oz Pear Eau-de-Vie
• .5 oz Red Amaro
• .25 oz Fig Leaf Syrup
• 12 Sprays of Absinthe (in atomizer or absinthe rinse)
• Star Anise

Instructions:

Add lemon juice, fig leaf syrup (recipe below), pear eau-de-vie, red amaro, and Dubonnet Rouge into a mixing tin. Add ice and shake vigorously for 30 seconds. Double strain through fine mesh strainer into a chilled coupe that has been rinsed/sprayed 6 times with absinthe. Top with 6 more sprays of absinthe and 1 whole star anise. Sip and take a minute for yourself.

Fig Leaf Syrup Recipe: Wash 10 fig leaves and cut into small strips (measuring to 1 cup of packed cut leaves). Bring a medium pot of water to boil. Set up an ice bath for shocking the fig leaves. Blanch the fig leaves and shock in the ice bath. Allow the blanching water to cool- you’ll be using it! Purée the blanched leaves with 1/2 cup of cooled blanching liquid. Strain through cheesecloth, squeezing out as much liquid as you can to make your fig leaf “tea.” By volume, add equal parts sugar to fig leaf “tea.” Blend and refrigerate until ready to use.

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

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To download images relevant to this release, please visit here.

MEDIA CONTACT:
Lauren Cherry
Heaven Hill Brands
lcherry@heavenhill.com

Hpnotiq Liqueur is so fire it needs to be put on ice. The storied spirits brand known for its Iconiq® blue hue today announced the launch of the Hpnotiq Freeze Pop, an innovative release that serves up the brand’s signature, delicious fruit flavor in the form of a frozen treat at 6% alc/vol. Ready to freeze and enjoy for a summer cool down, the Hpnotiq Freeze Pop initial launch is in limited markets beginning August 2021.

The new product from Hpnotiq continues in the footsteps of its namesake brand as an innovative new concept lighting up the category. Now growing over 50%, Hpnotiq first launched in 2001 and was quickly embraced as a cultural mainstay, becoming one of the most successful new product introductions in the history of distilled spirits. Made from exclusive Hpnotiq juice alongside premium Cognac from France, the HPNOTIQ Freeze Pop is a one-of-a-kind ready to drink treat that tastes like its frozen from the bottle.

“For two decades Hpnotiq has invigorated the distilled spirits space with an innovative, fresh approach on how fans can enjoy one of the hottest brands on the market,” said MaryCrae Brotzge, Senior Brand Manager. “Hpnotiq Freeze Pop is a standout, unique ready-to-drink opportunity that invites consumers to experience Hpnotiq in a convenient, fun way.”

The Hpnotiq Freeze Pop will initially launch in Georgia, South Carolina, Texas and Florida with an SRP of $19.99 for a carton of 10 pops. For more information on the Hpnotiq, visit Hpnotiq on Instagram, Twitter and Facebook.

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To download images relevant to this release, please visit here.

MEDIA CONTACT:
Lauren Cherry
Heaven Hill Brands
502-413-0217
lcherry@heavenhill.com