Category: Press Releases

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Heaven Hill Brands Bartender of the Year Program Selects Second Winner for Craft Meets Community Award Program

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

Jake Truong-Jones of Sacramento was announced as the second winner of the Craft Meets Community Initiative (CMCI) $5,000 award to support a community-based project aimed at education and mentorship. Truong-Jones will also receive one-on-one mentoring sessions with track leaders Joaquín Simó, founder of Pouring Ribbons in New York, and a partner in Alchemy Consulting and Jeffrey Morgenthaler, award-winning bartender and author.

Truong-Jones, whose hospitality career began in 2013, submitted a proposal presenting an expansion of the nonprofit he founded in 2019, All My Friends Get Fed. The beginning stages of his service provided meal assistance to service industry workers and their families. In an effort to address worker shortages, the nonprofit launched the Sacramento Industry Job Database in 2020, allowing small businesses to post job listings for free. Truong-Jones’ CMCI project will extend his nonprofit to now create All My Friends Get Fed – Job Placement, Training and Mentorship Program. This initiative will be a job training and mentorship system that draws upon the collective experience of service industry workers to train and prepare individuals from the unhoused community and connect them to bar, restaurant, and kitchen jobs. After a successful pilot program in partnership with Saint John’s Program for Real Change, Truong-Jones recognized the opportunity to expand the job training program opportunities in his community.

“This program addresses the needs of two specific communities: the unhoused community in Sacramento, who are ready and able to begin their path back to a self-sustainable life. And second, the bar and restaurant community in Sacramento, who are currently faced with massive worker shortages, and need to hire highly motivated individuals who are both passionate and well prepared to provide top notch product and services,” said Truong-Jones. “We strongly believe that through this program we can help Sacramento heal from the pandemic shutdowns, while at the same time pass along knowledge, service skills and business acumen to elevate the hospitality landscape in our community.”

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 is also designed to encourage hospitality professionals to take action within their community and participants are also invited to apply for the optional CMCI Award Program. Four individuals, one from each respective educational track, will receive one-on-one mentoring from an industry expert and $5,000 to fund their community-based project within their focus area.

The second track in the series, Education and Mentorship, focused on knowledge and skills that serve and uplift individuals and communities through training and discussion around opportunities for growth and development for all bar professionals. Simó and  Morganethaler led a seminar entitled “The More You Know: Sharing Knowledge in the Bar Community,” which detailed their experiences as industry leaders on how to effectively grow a team through communication by exploring how to listen, learn, and distill information. Sponsored by Elijah Craig Bourbon and Domaine de Canton Ginger Liqueur, Truong-Jones also crafted a cocktail inspired by the first cocktail recipe he learned how to build, a Mint Julep. His take on this classic was inspired by nights of discovery and practice, as well as the simple pleasure of a great cocktail after a hard day’s work (see recipe at end of release).

“Jake identified two different communities with urgent needs that are both reeling from the ongoing effects of the pandemic. With incredibly elegant simplicity, Jake’s proposal addresses two different critical gaps (a lack of housing and a lack of trained workforce) with a clear-eyed solution,” said Simó. “This project seems both scalable and replicable, and I hope we can help Jake grow this program to benefit Sacramento and beyond.”

More than 130 hospitality community members registered to participate in the education and mentorship track. Truong-Jones was ultimately identified as the award recipient for this track based on his success thus far with the program and clear vision forward for its growth. Truong-Jones will now be supported by the CMCI award money and one-on-one mentorship opportunities with Simó and Morgenthaler to grow his initiative. To get more involved with All My Friends Get Fed, 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.

The Homeward Cocktail

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2 oz Elijah Craig Small Batch Bourbon
0.25 oz Amaro Montenegro
0.5 oz Vietnamese Pho Spice Syrup
3 dashes of Scrappy’s Bitters – Black Lemon Bitters
Generous Mint Sprig
Basil Leaves
Cinnamon Stick
Star Anise Pod

Instructions:

Combine first four ingredients in a copper or metal mug. Add 1 leaf of basil and very gently bruise with muddler. Top with crushed or pebble ice halfway. Swizzle cocktail for dilution then top fully with more crushed or pebble ice. Garnish with a generous mint sprig, basil sprig, one stick of cinnamon, and one pod of star anise.

Vietnamese Pho Spice Syrup Recipe: Place large empty saucepan on low-medium heat. Add 5 pods of star anise, 4 sticks of cinnamon, 6 pods of black cardamom, 20 cloves, and 1.5 Tbsp of Fennel Seeds. Lightly toast spices until you can smell aromas, then reduce heat. Add 3 Cups of water to saucepan, slowly add 1lbs of Organic Cane Sugar gently stirring to dissolve. Bring syrup to a simmer then turn off stove and return to room temperature. Add 4 tsp of Citric acid. Put syrup and spices into a blender and blend on high. Let sit overnight. Strain through fine mesh strainer or cheese cloth.

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

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

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Heaven Hill Distillery Announces Release of 2021 Parker’s Heritage Collection Limited Edition Bottling

15th edition of the annual ultra-premium release is an 11-Year-Old Heavy Char Wheat Whiskey, continues the distillery’s commitment to support ALS research and patient care

Heaven Hill Distillery announced today the 2021 limited edition release of Parker’s Heritage Collection 11-Year-Old Heavy Char Wheat Whiskey. The 15th edition will ship nationally beginning in September at an SRP of $139.99.

This edition continues the award-winning series of heavy char releases, exploring how a more intense char allows the liquid to penetrate deeper into each barrel stave and the effects on the resulting flavor. Comprised of 75 barrels charred for one minute and 30 seconds (Level 5), as opposed to the traditional 40 second char (Level 3) for Heaven Hill, the Wheat Whiskey reached peak maturation after 11 years on the sixth floor of Rickhouse Y. The heavy char allowed Heaven Hill’s traditional Wheat Whiskey mashbill of 51% wheat, 37% corn, and 12% malted barley to interact more with the oak, extracting a mix of sweetness, filled with hints of molasses and butterscotch. This release is only the second time the Wheat Whiskey mashbill has been featured in the Parker’s Heritage Collection, with the first released in 2014 as an Original Batch Cask Strength.

The third heavy char edition of the series advances the study of premium innovation at Heaven Hill Distillery through the Parker’s Heritage Collection. The 14th edition featured Heaven Hill’s traditional Bourbon mashbill aged in a heavy char for ten years, garnering “Best Small Batch Bourbon” in the 2021 San Francisco World Spirits Competition and 2021 ASCOT Awards, as well as receiving the “Innovation Star” from the SIP Awards. The 13th edition featured Heaven Hill’s traditional Rye Whiskey Mashbill aged in heavy char barrels for eight years and was named a “Top 100 Spirit” rated at 96 points from 2020 Ultimate Spirits Challenge. Bottled at 122 proof (62% abv) and non-chill filtered to preserve all the flavor compounds, this Whiskey showcases the broad range of Heaven Hill Distillery’s 1.9 million barrels of aging inventory.

“The Parker’s Heritage Collection is a testament to the distilling legacy at Heaven Hill Distillery and the detailed attention each step of the process receives,” said Susan Wahl, Vice President, American Whiskies at Heaven Hill. “We are excited to release the third mashbill in this heavy char series, showcasing the consistency of quality throughout our innovation pipeline. It is in tribute to Parker and his legacy that we continue to support ALS research and patient care with this collection.”

The late Heaven Hill Master Distiller Parker Beam, for whom the acclaimed series is named, was diagnosed with Amyotrophic Lateral Sclerosis (also called ALS or Lou Gehrig’s disease) in 2010. The past eight editions from 2013-2020, including the “Promise of Hope” Bourbon, the “Original Batch” Straight Wheat Whiskey, the Kentucky Straight Malt Whiskey, the 24-Year-Old Bottled-in-Bond Bourbon, the 11-Year-Old Single Barrel, Orange Curaçao-finished Kentucky Straight Bourbon Whiskey, Heavy Char Rye Whiskey, and Heavy Char Kentucky Straight Bourbon Whiskey, respectively, have raised more than one million dollars toward ALS research and patient care through contributions made by Heaven Hill for each bottle purchased. With the 2021 Heavy Char Wheat Whiskey edition, Heaven Hill will again contribute a portion of the proceeds from each bottle sold to the ALS Association.

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

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 1.9 million barrels aging in 63 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 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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To download images relevant to this release, please visit here.

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

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Heaven Hill Brands Bartender of the Year Program Selects First Winner for Craft Meets Community Award Program

The track winner receives a mentor experience and $5,000 to support a sustainability & environmental initiative within their community

Cole Youngner of Atlanta was announced as the first winner of the Craft Meets Community Initiative (CMCI) $5,000 award to support a community-based project aimed at sustainability & the environment. Youngner will also receive one-on-one mentoring sessions with track leader Claire Sprouse, bartender-owner of Brooklyn’s Hunky Dory and a leading voice on decreasing waste within the industry.

Youngner, whose career spans both hospitality and public health, submitted a proposal focused on amplifying the voices and communities who are doing drinks and hospitality differently. Through creating a digital storytelling platform, his community ‘zine’ publication would identify leaders, projects, stories and ideas that would connect people within hospitality focused on creating a more equitable, ethical and sustainable industry.

“In reflecting on sustainability, it has to include the human element as well, not just reducing waste, but how can we make this worthwhile and lasting for people and their surrounding environment and community,” said Youngner. “Bringing more people together in my community will be the key first step in being able to better learn from each other so we can start making more progress as an industry in Atlanta and beyond.”

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 is also designed to encourage hospitality professionals to take action within their community and participants are also invited to apply for the optional CMCI Award Program. Four individuals, one from each respective educational track, will receive one-on-one mentoring from an industry expert and $5,000 to fund their community-based project within their focus area.

The first track in the series, Sustainability and Environment, focused on ways that environmental degradation is a threat to individuals and communities, and how to make choices that are beneficial to our world. Sprouse’s seminar entitled “Sustainability from Cocktail to Community” laid down a foundation for understanding the pillars of environmental action: from food waste to water conservation to reducing carbon footprint. Sponsored by Rittenhouse Rye Whiskey and Christian Brothers Sacred Bond Brandy, Youngner also crafted a cocktail inspired by what drinks may have been popular in his home state of Georgia a century ago. He also notes the historical traces of this drink, a mashup of the Cobbler and Mint Julep, remind us where we came from, and of our history, which is crucial to forming identity and community, crucial in driving sustainability forward (see recipe at end of release).

“I really appreciated how Cole’s project shows how interconnected our personal sustainability is to the sustainability of others and the community as a whole,” said Sprouse. “I can see it being a replicable model for other people and places to build and strengthen similar connections as well.”

More than 120 hospitality community members registered to participate in the sustainability and environment track. Youngner was ultimately identified as the award recipient for this track for their particular attention to incorporating community and uplifting other voices within sustainability. Youngner will now be supported by the CMCI award money and one-on-one mentorship opportunities with Sprouse to grow their initiative. To get more involved in the zine, 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.

Not Your Grandma’s Peach Cobbler

  • 12 mint leaves (foraged locally or from your local garden preferably!)
  • 2 dashes Angostura bitters
  • .25 oz peach scraps syrup (house-made recipe included below)
  • 2 lemon wheels
  • 4 peach slices (Georgia peaches if possible!)
  • 2 oz. Sacred Bond Bottled-in-Bond Brandy
  • .5 oz Rum

Instructions:

Combine all ingredients except rum and cognac into a cocktail shaker tin. Muddle fruit and mint gently to incorporate. Add rum, Sacred Bond, and two ice cubes to the same shaker tin. Shake hard until ice has completely melted, and fine strain into a tall glass. Fill glass with crushed ice making a snow cone shape on top. Express lemon peel on top, add straw, mint sprigs in a bouquet, peach slices in a fan shape for garnish. Generously dash Angostura bitters on mint, peaches, and ice.

Peach Scraps Syrup Recipe: Add two cups of leftover peach scraps (fresh, skin, pieces, pits) into a pot. Add enough filtered water to cover. Bring pot to a boil then reduce to a simmer. Let simmer for 45 minutes to make a peach tisane. Strain pot using a chinois, fine mesh sieve, or cheesecloth into a heat safe mixing bowl. Compost the leftover solids. Measure the tisane liquid and add to a blender. Add twice as much cane sugar as tisane, by volume, to the blender. Blend until sugar fully dissolves. Store in non-reactive container in refrigerator for up to a month, up to 3 months if you add a shot of neutral spirit such as vodka.

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.”

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

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

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Heaven Hill Distillery Announces Fall 2021 Edition of the Old Fitzgerald Bottled-in-Bond Series

Heaven Hill Distillery announced today the release of the fall 2021 edition of Old Fitzgerald Bottled-in-Bond Kentucky Straight Bourbon Whiskey at 11 years old. Comprised of barrels produced in spring of 2010, and bottled in spring of 2021, the eighth national release ushers in the latest hallmark series to the bottled-in-bond legacy.

Bottled in an ornate decanter, the fall edition denotes a black label, consistent across all fall releases. As was the case for the past editions, this edition’s tax strip, which has always been a signature of transparency on bottled-in-bond products, will disclose when the liquid was produced and bottled. The Old Fitzgerald Bottled-in-Bond fall edition will be available in the 750ml size on an allocated basis. It meets the strict requirements of a bottled-in-bond: the product of a single distillery from a single distilling season, aged a minimum of four years, and bottled at 100 proof or 50% alcohol by volume. The edition is available at a suggested retail price of $110.

The fall 2021 edition of Old Fitzgerald Bottled-in-Bond Kentucky Straight Bourbon Whiskey features Bourbon pulled from rickhouse EE and is the second 11-year-old of the nationally released series, with the first released spring 2018. As a leader of the Bottled-in-Bond category, Heaven Hill is proud to offer a premium, allocated product within this special class that showcases the authenticity and quality of the American Whiskey portfolio. Acquired in 1999 by Heaven Hill, the legendary Old Fitzgerald line is well-known for its distilling pedigree and intriguing story behind its namesake, John E. Fitzgerald.

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 Distillery
lcherry@heavenhill.com

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Heaven Hill Distillery Launches Logger Certification Program in Partnership with Independent Stave Company

Heaven Hill Distillery has launched a logger certification sponsorship program in partnership with Independent Stave Company (ISC), creating a collective of family-owned companies dedicated to the future of American Whiskey. As part of Heaven Hill Brands’ corporate sustainability strategy first announced in January 2021, conserving the ecosystems that support the greater distilled industry and partners is a key priority. A sustainable supply of white oak is critical to the future supply of American Whiskey and the generations of loggers whose livelihoods depend on the trees.

Beginning in 2020, Heaven Hill and ISC sponsored loggers to complete sustainability certification through their state association logging programs, resulting in 120 certified loggers to date. As a core tenet of Heaven Hill’s sustainability values, the cultivation of thriving communities placed a focus on forestry management and an investment in education for those who first touch the natural resources that create the barrels. Much like the whiskey process from grain to glass, the journey of an American white oak takes years of patience. From an acorn to a tree ready for the cooperage, a span of 30-100 years may pass. The long-term forest management is crucial to helping trees thrive, and cooperages rely on the certified loggers to implement timber stand improvement, tree-felling and general safety guidelines.

“A sustainable supply of white oak entails relationships with the landowners, loggers, cooperages and the distilleries who all rely on each other as good stewards of these natural resources,” said Rachel Nally, Heaven Hill Environmental & Sustainability Manager. “We often consider the life of a barrel after the Whiskey is dumped, but it’s the sustainable forestry management that enables us to start that lifecycle. Heaven Hill’s partnership with Independent Stave Company to educate loggers is another step in ensuring the future of the industry.”

Loggers interested in future certification or state associations interested in learning more about sponsorship for American White Oak courses can contact Independent Stave Company at Loggercertificationprogram@Independentstavecompany.com. Together, Heaven Hill and ISC will continue to fund this training initiative as good stewards of natural resources and create opportunity for safer, smarter logging. As more trees thrive under these practices, so do the generations of business to come. To learn more about how this program was implemented with the Tennessee Forestry Association, please visit the Heaven Hill Distillery blog here.

“Through Independent Stave Company’s partnership with Heaven Hill, we are aiming to create a sustainable future for generations of loggers and landowners,” said Jason Stout, Vice President of Business Development. “Loggers are the heart of America and preserve the tradition of white oak that sustains the spirit of America, Whiskey. We are excited to provide an opportunity to further the education of these hard-working men and women whose livelihoods depend on sustainable forestry.”

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 Distillery
lcherry@heavenhill.com

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Deep Eddy Vodka Dives In to Ready-to-Drink Segment, Launches Deep Eddy Vodka + Soda

Deep Eddy Vodka, one of the fastest-growing American-made spirits brands, has launched Deep Eddy Vodka + Soda. Deep Eddy enters the ready-to-drink (RTD) cocktail segment with Deep Eddy Lemon Vodka + Soda and Deep Eddy Ruby Red + Soda. The new canned cocktails are made with the same integrity of real flavor and attention to quality the flagship brand is known for.

Deep Eddy Vodka + Soda is the right mix of hot categories as Deep Eddy Lemon tops its competition as the fastest selling citrus Vodka and Deep Eddy Ruby Red continues to lead the grapefruit segment. Both flavors are poised to dominate the RTD sector as it soars to become the second biggest alcohol category in the United States this year, according to IWSR. At 4.5% alc/vol, Deep Eddy Vodka + Soda is a refreshing sipper for any occasion this summer and beyond.

“Deep Eddy Vodka continues to deliver fresh, simple opportunities for fans to enjoy the Deep Eddy experience,” said Reid Hafer, Group Product Director. “True to our roots of real juice and easy mixability, the Deep Eddy Vodka + Soda cocktails are the perfect blend of flavor and convenience.”

The new RTD packaging is a standout on the shelf, featuring a colorful sleeved can depicting a slice of each fruit flavor, the Deep Eddy Flavor logo with “Vodka + Soda” prominently displayed on the face, and the flavor written in script on the side. Digital and out-of-home media, as well as complementary branded floor bins, cooler bins, metal buckets and koozies will support the initial launch. Deep Eddy Vodka + Soda cans will first launch as a 4-pack for an SRP of $11.99 in limited markets of Texas, Colorado, South Carolina, and Maryland.

ABOUT DEEP EDDY VODKA: Deep Eddy Vodka (70-80 proof), a premium spirits company based in Austin, Texas, is one of the fastest growing premium spirits in the United States. As a recipient of the Impact Hot Brand Award for two straight years and Beverage Information Group Growth Brand Award each of the past three years, Deep Eddy Vodka is recognized for its unique production process and incorporation of real, natural ingredients in its flavors. Born in Austin Tx., Deep Eddy Vodka is ten times distilled and handcrafted in small batches using only premium ingredients. The company’s line of products include: 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, and Deep Eddy Vodka + Soda. More information on the company can be found at @DeepEddyVodka on Facebook, Twitter and Instagram, or at www.deepeddyvodka.com.

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

To download images from this release, click here.

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Heaven Hill Distillery Announces Release of Five Brothers Bourbon

Small batch pays homage to five Shapira brothers, launches with grand opening of Heaven Hill Bourbon Experience

Heaven Hill Distillery announced today the release of Five Brothers Small Batch Kentucky Straight Bourbon Whiskey. A small batch blending of five ages of Bourbon, Five Brothers Bourbon pays homage to the courage, dedication and solidarity of the five Shapira brothers who started it all in 1935.

Five Brothers Bourbon is comprised of Heaven Hill’s traditional Bourbon mashbill aged from five- to nine-years-old to represent each founding brother. Bottled at 90 proof to reflect the initial proofs of Heaven Hill releases in the early stages of the distillery, the new small batch is a callback to the beginnings of Heaven Hill’s award-winning portfolio. Unique to the Heaven Hill Bourbon Experience and select Kentucky retailers, visitors can also experience a taste or cocktail at the Five Brothers Bar & Kitchen in the new visitor center unveiled on June 14. Sweet and smooth with notes of vanilla and sugar cookie, the finish is long yet subtle making for an easy sipper.

“In 1935, my father and his four brothers invested in a speculative venture that today is the largest family-owned and operated distillery in America, Heaven Hill Distillery,” said Max L. Shapira, Heaven Hill President. “With patience and perseverance, they built the foundation for the nationally acclaimed American Whiskey portfolio we enjoy today and a legacy built on consistent quality and innovation.”

The most striking detail of the premium bottle is the face label feature of a black and white photo of the five Shapira Brothers when they were in their 20’s and early 30’s: David, Ed, Gary, George, and Mose. The beautiful packaging also showcases complimentary nods to the 1930’s with vintage paper face and back labels, an Americana color scheme, and a classic navy and gold tax strip to seal the cork. Five Brothers Bourbon is available in 750ml for $59.99 at the Heaven Hill Bourbon Experience.

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 Distillery
lcherry@heavenhill.com

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Heaven Hill Distillery Announces Grand Opening of Heaven Hill Bourbon Experience

Renaming, opening of state-of-the-art visitor center in Bardstown, Ky. commemorated by official proclamation of “National Bourbon Day” in Kentucky by Gov. Andy Beshear

Heaven Hill Distillery today celebrated the grand opening of the Heaven Hill Bourbon Experience in Bardstown, Ky. The expansion, renovation and renaming are the culmination of a multi-year $125 million investment in Kentucky’s signature industry and model for the future of tourism since 2018. The state-of-the-art visitor center received a $19 million upgrade to become an interactive, educational space offering signature exhibits unique to the Heaven Hill Bourbon Experience. Heaven Hill also invested $106 million across American Whiskey production including new barrel warehousing, bottling line and equipment upgrades, increased holdings of Bourbon Whiskey, and distillery enhancements. Heaven Hill President Max L. Shapira and Kentucky Gov. Andy Beshear presided over the ribbon cutting to commemorate the occasion, silhouetted against the new 1935 distillery replica exterior. Gov. Beshear also presented Shapira and Kentucky Distillers’ Association President Eric Gregory with a proclamation to henceforth name June 14 as “National Bourbon Day” in Kentucky.

First opened on October 15, 2004 as the Bourbon Heritage Center under the guidance of the late Harry Shapira, Heaven Hill’s presence as one of the first visitor centers on the Kentucky Bourbon Trail has played an instrumental role in establishing Kentucky as a top tourist destination. The new Heaven Hill Bourbon Experience triples the previous footprint with more than 30,000 square feet, capable of welcoming over 900 American Whiskey enthusiasts or newcomers at any given time to witness history brought to life. From the 85-year history of Heaven Hill Distillery as nurturers of America’s spirit to the quintessential American success story of the Shapira family, the full breadth of whiskey splendor is on display including a new product unique to the Heaven Hill Bourbon Experience and select Kentucky retailers. Five Brothers Bourbon is a small batch blending of five ages of Bourbon ranging from five- to nine-years-old, paying homage to the courage, dedication and solidarity of the five Shapira brothers who started it all in 1935(more details to be released later this week). The new experience also added 13 new staff positions to ensure every guest receives that quality experience for which Heaven Hill is known.

“In the heart of Bourbon country, we welcome fans back to experience America’s Native Spirit, immerse themselves in the long history of Heaven Hill, and learn about the award-winning portfolio of storied brands now told on these walls,” said Heaven Hill President Max L. Shapira. “We honor the vision held by my father and his four brothers, celebrating the people who built the foundation upon which we stand today. The Heaven Hill Bourbon Experience is an innovative, state-of-the-art tourism model, grounded in history, and developed to entice fans for generations to come.”

Breaking ground in November 2018 in partnership with Solid Light and Abel Construction, Heaven Hill first unveiled the renovation phase of the new experience in November 2019 featuring three beautiful tasting rooms, each representing a pivotal Heaven Hill brand or story. Positioned around a larger-than-life barrel, the iconic tasting rooms overlook Heaven Hill’s main campus of rickhouses for spectacular views of Bourbon country. Prior to completing their designated tours, guests will join their bourbon host in the barrel for a wide-screen video about how barrels are made and their importance to the bourbon production process.

“I am proud to be in the heart of bourbon country to proclaim today National Kentucky Bourbon Day and I am thrilled to be here to congratulate the Shapira family and the Heaven Hill team on another successful project investing millions in Kentucky and our people,” Gov. Beshear said at the grand opening. “As we emerge from this pandemic with our economy booming, we are announcing more jobs and investment in the commonwealth every week, and the bourbon industry is no exception. This state-of-the-art visitor center will give people one more great reason to visit Kentucky and experience the Kentucky Bourbon Trail, creating even more jobs and opportunity.”

The innovative exhibits at the Heaven Hill Bourbon Experience offer an in-depth perspective not yet told on the Bourbon Trail, as a multi-sensory showcase of stories weaves the key turning points in history that brought to bear the legendary brands on the market today.

  • The “You Do Bourbon” immersive space invites guests into a classroom style tasting room where a host will guide them through a tasting of unique products. To commemorate their visit, they will have the opportunity to bottle their favorite Bourbon or whiskey from their tasting through the custom-designed filling machines, apply the label and personalize it in the adjacent Bottling Room. Finally, guests will experience a day in the life of a quality technician in the You Do Bourbon lab. Quality technicians ensure the consistency, quality, and integrity of all Heaven Hill products. Step into their shoes, inspecting through microscopes, gauging the proof of whiskey, and testing your sense of smell at the nosing station. At any given time, there will be three to four mashbills available to choose from: Heaven Hill Bourbon, Heaven Hill Wheat Whiskey, Heaven Hill Wheated Bourbon, and a fourth option on rotation. Guests will be able to select a commemorative mashbill and label in honor of the grand opening while supplies last.
  • The 1935 Distillery Theater invites up to 40 guests to experience an immersive 11-minute show put on display by seven custom screens that fly in and out using DMX technology at various moments throughout the story of the Shapira family and Heaven Hill Distillery. The high-speed roll down system is equipped with vinyl mesh so the theatrical lighting system can bring the full show to life with special effects lights and custom panel lights designed to look like the windows of the original 1935 Distillery. The projection system consists of three Panasonic projectors that showcase a seamless display just shy of a true 4K resolution. With the addition of 5.1 surround sound audio, the visitor is truly immersed into the story of Heaven Hill.
  • After walking through the Family Gallery, which details important people behind Heaven Hill’s rise within distilled spirits, visitors will enter three new self-guided, interactive exhibition spaces dedicated to integral players and movements within American Whiskey:
    • The Elijah Craig exhibit immediately immerses guests in a charred barrel, the “Father of Bourbon’s” claim to fame. Walls made of charred oak, curved in a barrel shape, enclose a fabricated ring of fire where guests can learn how the char on the inside of a barrel affects the aging process and flavor development of a whiskey and understand the nuances of each product in the Elijah Craig family.
    • The Larceny space takes guests behind lock and key into Treasury Agent John E. Fitzgerald’s room where he kept the registry comprised of his “Fitzgerald” barrels. Guests are invited to learn how to properly thieve whiskey from a barrel, interact with talking decanters detailing Fitzgerald’s ability to choose only the best barrels, and understand the key differences between Wheated Bourbon, like Larceny, and Rye Bourbon.
    • The Bottled-in-Bond exhibit showcases Heaven Hill Distillery’s leading portfolio of bonded products, the most available on the market today. The Bottled-in-Bond Act of 1897 was an important turning point in the history of Bourbon as exacting standards set forth offered consumers a guarantee of quality and transparency. Today, this designation continues to offer those same guarantees, which guests will take a deep dive into through the exhibit.
  • The new Five Brothers Bar & Kitchen located on the second floor boasts an upscale, approximately 25-foot bar fully equipped to serve craft cocktails and Bourbon tastings, a lounge area and dining space for the soon-to-be-opened restaurant. Guests can also take their cocktails to the rooftop area connected to the lounge space to enjoy views of Heaven Hill’s rickhouses. Tucked in the corner of the lounge is the unicorn case, where rare, historic bottles seldom available today and other Kentucky Bourbon artifacts will be on display. Just off the bar, the Generation Loft is the space perfect for corporate meetings, intimate dinners, and small celebrations.
  • Guests are welcomed onto the Heaven Hill campus by several rickhouses, filled with up to 52,000 barrels each. The exterior of the new visitor center showcases a replica of how the distillery looked in 1935, an authentic, vintage barrel truck representative of what the Shapira brothers may have driven in the 1940s, and an updated sign celebrating the new name. The newest rickhouse on site features a bird’s eye view into the resting barrels with a glass window corner spanning the seven floors and new Heaven Hill sign. The new rickhouse will host single barrel selections and accommodate future tours soon to be launched at Heaven Hill Bourbon Experience.

The Heaven Hill Bourbon Experience, which officially open its doors to the public at 11:00 a.m. Tuesday, June 15, will be open Mondays through Thursdays from 11:00 am to 6:00 p.m., Fridays and Saturdays from 10:00 a.m. to 6:00 p.m., and Sundays from 1:00 p.m. to 5:00 p.m. The Five Brothers Bar will be open for cocktails Monday through Saturday from 11:00 a.m. to 6:00 p.m. and Sunday from 1:00 p.m. to 5:00 p.m. Tour reservations can be made online here and initial tour offerings will include:

  • Magic of the Mashbill: Heaven Hill is the only heritage distillery that features every major category of American Whiskey – and it all begins with the grain. Guests will enjoy five nationally acclaimed American Whiskeys, each from a different mashbill, in one of the iconic tasting rooms. Learn about both the fascinating history of Bourbon as well as the story behind Heaven Hill Distillery, family owned and operated since 1935 in the 1935 Distillery Theater. Immerse yourself in Bourbon history through the educational, self-guided galleries. The Magic of the Mashbill is a 45-minute tasting offered daily on the hour and costs $15.00. 
  • Whiskey Connoisseur: A Bourbon Host will discuss the unique characteristics of five of Heaven Hill’s premium or limited release American Whiskeys, focusing on the color, aroma, taste and finish. Learn about both the fascinating history of Bourbon as well as the story behind Heaven Hill Distillery, family owned and operated since 1935 in the 1935 Distillery Theater. Immerse yourself in Bourbon history through the educational, self-guided galleries. The Whiskey Connoisseur experience is a 45-minute tasting offered daily on the half hour and costs $20.00.
  • You Do Bourbon: As previously mentioned, the You Do Bourbon invites guests for a hands-on lab experience as they learn mashbills, bottling, labeling and quality control. The one-hour experience costs $40, which does not include the price of the personalized bottle. A donation of $5 per bottle will be made to a rotating charitable cause, with Bernheim Forest receiving the donations for the first six months. The You Do Bourbon tour will be open for reservations at the beginning of July.

Heaven Hill’s investment in the future of American Whiskey is also focused on the communities that lift up the industry. Bernheim Forest Executive Director Dr. Mark Wourms joined Shapira and Gov. Beshear on stage to celebrate Heaven Hill’s corporate partnership with Bernheim, as well as the commitment to donate $5 per bottle from the “You Do Bourbon” experience to Bernheim Forest for six months up to $10,000. Heaven Hill previously committed $10,000 to the new Rites of Passage program at Bernheim, which includes immersive experiences in nature as part of nurturing a new generation of young Black men and women during a critical phase of development.

The former Bourbon Heritage Center is a multiple past winner of Whisky Magazine’s “Visitor Attraction of the Year” award at the magazine’s annual “Icons of Whisky” Awards, consistently ranked as one of the top tours in the Bardstown area, drawing 60,000 visitors per year. In Louisville, the Evan Williams Bourbon Experience is dedicated to the story of Kentucky’s First Distiller and the world’s 2nd largest Bourbon brand also under the Heaven Hill Distillery umbrella, Evan Williams. Typically hosting 100,000 visitors annually, it was the first distillery back on Whiskey Row in Downtown Louisville. The Kentucky Bourbon Trail (www.kybourbontrail.com), takes visitors through the heart of the Bluegrass and a stop in on the state’s distilleries. More than 1.3 million people visited the Kentucky Bourbon Trail distilleries in 2019, with 38+ tourism experience across the state.

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 1.8 million barrels aging in 63 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 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.

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MEDIA CONTACT
Lauren Cherry
Heaven Hill Distillery
lcherry@heavenhill.com

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Evan Williams Bourbon Announces Major Redesign of Evan Williams 1783 Small Batch

Bourbon returns to original proof with new, premium packaging

Evan Williams Bourbon, the second largest selling Bourbon in the world, today announced a major redesign of Evan Williams 1783 Small Batch. Named after the year Evan Williams first opened his distillery on the banks of the Ohio River, the Bourbon’s new, premium package celebrates Kentucky Bourbon’s first licensed endeavor. Returning to the original 90 proof, as denoted on the new bottom face label, the small batch Bourbon is the second highest proof in the Evan Williams Bourbon family.

Evan Williams 1783 Small Batch will be relaunched in a new proprietary glass bottle with the Evan Williams signature blown in across the top. ‘1783’ is prominently displayed in gold foil accent across the top label, as well as ‘small batch’ to signify the Bourbon inside is a mingling of 300 barrels or less. The bottle is crowned by an upgraded capsule finish featuring the same Evan Williams signature repeated in the background. Crafted with Heaven Hill Distillery’s traditional Bourbon mashbill of 78% corn, 12% malted barley, and 10% rye, Evan Williams 1783 also retains an extra-aged quality as it is a marriage of barrels aged six to eight years, providing a smooth, rich, and bold flavor.

“Evan Williams 1783 Small Batch pays homage to some of the earliest years of licensed distilling in Kentucky, and an important year for Bourbon and the Commonwealth’s signature industry,” said Julie Cole, Evan Williams Senior Brand Manager. “With a return to the original 90 proof, the award-winning mashbill of Evan Williams 1783 is full-flavored and works both as a cocktail base and stand-alone sipper. We are excited to bring more focus to what is known as the ‘best kept secret’ in the Evan Williams Bourbon family.”

Evan Williams, who also served as an early Trustee of the City of Louisville, served as wharfmaster, and built the first county clerk’s office and city jail, set up his early distillery in 1783. As the first licensed commercial distiller in Kentucky, Evan Williams laid the initial groundwork of entrepreneurial success for the Kentucky Bourbon industry. The award-winning Evan Williams Bourbon Experience invites hundreds of thousands of visitors to Downtown Louisville each year to walk through the same hand-crafted process Evan Williams began in 1783.

The Evan Williams 1783 Small Batch relaunch will feature a new commercial called “Our Kind of People,” premiering this fall on national broadcast TV and connected TV. New point-of-sale will also feature the tagline, “When you do Bourbon right, people notice,” highlighting recent awards including the 2019, 2020 and 2021 Consumers’ Choice SIP Award, winning Gold the first year and Double Gold the two consecutive.. The brand will also be prominently featured in digital, social media and in-game advertising for the brands Major League Baseball post-season partnership. The new Evan Williams 1783 Small Batch ships nationwide in May with an SRP of $19.99.

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. Evan Williams is a proud sponsor of Major League Baseball and the World Series, first forming a partnership with the national pastime in 2016. 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 seven 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.

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

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Heaven Hill Brands Bartender of the Year Program Launches Craft Meets Community Initiative for 2021

New 2021 initiative focuses beyond the bar to elevate community, advocacy, and education

Heaven Hill Brands today announced the Craft Meets Community Initiative (CMCI), an extension of its Bartender of the Year program, developed to provide greater access industry-wide to education, mentorship, and leadership engagement opportunities. CMCI will replace the typical competition structure and serve as the 2021 Bartender of the Year Program. The initiative features a digital educational and support platform that will be structured through four educational tracks led by industry experts and is open to all hospitality professionals. The CMCI program will also award one individual within each track $5,000 to support a personal community-based project along with support from an industry expert as a one-on-one mentor. Registrations for all educational tracks open today at https://bartenderoftheyear.liquor.com/, with rolling deadlines over the next several months (full timeline below).

Drawing inspiration from the honest discussions and pivots made across the industry in the past year, the CMCI program will include four educational tracks focused on the following topics: education, mentorship and development; health and wellness; environmental impact and sustainability; and diversity, equity and serving the underserved. Each track will kick off with an educational seminar followed by an interactive workshop open to all registrants. Participants are also invited to apply for the optional CMCI Award Program, which will provide four individuals one-on-one mentoring from an industry expert and $5,000 to fund their community-based project rooted in one of the four educational topics. In the spirit of the craft, each CMCI submission will also include a cocktail component tied to the sponsoring brands.

“The ‘Craft Meets Community Initiative’ launched by Bartender of the Year extends our 2020 focus of support and advocacy over traditional competition. This program is designed for industry members who are passionate about hospitality and community and who are eager to learn and grow in their career,” said Hannah Venhoff, Group Product Director, Heaven Hill Brands. “Whether you’re just starting out in the industry, jumping back in, or an award-winning beverage manager, we are inviting everyone to connect, engage and inspire action, all at the level that best supports your personal journey right now.”

The four educational tracks and submission process will follow the below schedule, with registration open throughout the process:

Educational TrackDescriptionSponsoring BrandsSeminarWorkshopProject Submission Deadline
Sustainability & The Environment  This track will focus on ways that environmental degradation is a threat to individuals and communities, and how we can make choices that are beneficial to our world.Sacred Bond Brandy, Rittenhouse Rye Whiskey6/226/297/20
Education & Mentorship  This track will focus on knowledge and skills that serve and uplift individuals and communities through training and discussion around opportunities for growth and development for all bar professionals.Elijah Craig Bourbon, Domaine de Canton Ginger Liqueur7/67/138/3
Equity & Diversity  This track will focus on celebrating diversity, ways to provide community support, and opportunities to create equal access to resources and professional development.PAMA Pomegranate Liqueur, Lunazul Tequila7/207/278/17
Health & WellnessThis track will focus on ways that our physical and mental health are of paramount importance, and how we can take action to foster healthy living both physically and mentally.Dubonnet Rouge Aperitif, Deep Eddy Vodka8/38/98/30

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 competition website at http://www.bartenderoftheyear.liquor.com for complete competition details.

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. 

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MEDIA CONTACT: 

Lauren Cherry 
Heaven Hill Brands 
lcherry@heavenhill.com  

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