Enhanced presence for nation’s second-largest selling Bourbon brand to include event sponsorships, exposure through ESPN Outdoors media properties and on-site exposure
BARDSTOWN, Ky. – Evan Williams, the nation’s second-largest selling brand of Kentucky Straight Bourbon Whiskey, has increased its investment and sponsorship presence with BASS, the worldwide leader on bass fishing, for the upcoming 2009 season.
Evan Williams began its involvement with professional bass fishing in 2003 through a sponsorship agreement with BASS, and the next year began sponsoring Bassmaster Elite Series pro Jason Quinn. Evan Williams increased their stake in both BASS and in the mediagenic Quinn in subsequent years; for 2009 the brand will be title sponsor of two Elite Series events, including the Evan Williams Dixie Duel on April 2-5, and Quinn’s boat, tow vehicle, hauler, RV and uniform prominently display Evan Williams logo and graphics. Heaven Hill Distilleries, Inc., producers of Evan Williams, will also enjoy enhanced exposure for the brand across all of ESPN Outdoors multi-media assets including ESPN2, Bassmaster Magazine, BASS Times and Bassmaster.com.
The multi-year agreement also includes sponsorship of the Bassmaster Classic, Bassmaster Elite Series, Bassmaster Opens, and BASS Federation Nation. Evan Williams will also augment its long-time support of the BASS Federation Nation through the BASS Federation Nation Championship and Divisionals, both presented by Yamaha Outboards and Skeeter Boats.
“Evan Williams Bourbon is excited about extending our involvement with BASS through the official sponsorship,” stated Susan Wahl, Brand Manager for Evan Williams at Heaven Hill Distilleries, Inc., the producer of the brand. “We have continuously upped our stake in professional bass fishing, through our sponsorship of both BASS and angler Jason Quinn, our Team Evan Williams leader, since we first became involved seven years ago. We feel we are supporting an important and growing sport and that we are reaching many of our customers and prospects in a relevant way—research shows that fully 25% of all fishing enthusiasts drink Bourbon.”
Evan Williams also utilizes national consumer print advertising in core Bourbon demographic titles such as Playboy and Sports Illustrated, but supplements the schedule with insertions in key fishing titles such as Field & Stream, Bassmaster and BASS Times. The bass fishing affinity is also carried through to point of sale display materials, which include fishing-themed case cards, on-packs and an in-store Jason Quinn standee display. Quinn, a four-time Bassmaster Classic qualifier, will also be featured in an Evan Williams bass fishing mini-show on ESPN2 in the fall of 2009.
“We are pleased with Evan Williams’ multi-year commitment to BASS and we will provide increased exposure opportunities across all of our event levels,” said Tom Ricks, vice president and general manager, BASS and ESPN Outdoors. “It takes companies like Evan Williams who are committed to BASS and the outdoors to grow the sport.”
About Heaven Hill Distilleries, Inc.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.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 The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça, Lunazul Tequila and La Certeza Tequila.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
About BASS
For 40 years, BASS has served as the authority on bass fishing. With its considerable multi-media platforms and expansive tournament trail, BASS is guided by its mission to serve all fishing fans. Through its industry-leading publications Bassmaster Magazine, BASS Times and Fishing Tackle Retailer and comprehensive Web properties in Bassmaster.com and ESPNOutdoors.com, the organization is committed to delivering content true to the lifestyle. Additionally, television programming on ESPN2 continues to provide relevant content – from tips and techniques to in-depth tournament coverage – to passionate audiences.
The organization oversees the prestigious Bassmaster tournament trail, which includes the Bassmaster Elite Series, Bassmaster Opens, Women’s Bassmaster Tour and the Bassmaster Classic, the ultimate celebration of competitive fishing. Through its grassroots network, the BASS Federation Nation, BASS sanctions more than 20,000 events annually. BASS also offers an array of services to its more than 500,000 members while spearheading progressive, positive change on issues related to conservation and water access. The organization is headquartered in Celebration, Fla.
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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries
(502) 413-0220