Elite series pro angler Russ Lane to join Team Evan Williams pro Jason Quinn under deal with nation’s second largest selling Bourbon
For release: February 27, 2008
BARDSTOWN, Ky. – Evan Williams Kentucky Straight Bourbon Whiskey, the country’s second largest selling Bourbon brand, is enhancing its fishing themed marketing campaign through a new sponsorship of pro bass angler Russ Lane. Lane adds a second Bassmaster Elite Series professional to Team Evan Williams, joining the mediagenic Jason Quinn in running Evan Williams-wrapped bass boats and wearing prominent Evan Williams logos.
Professional bass angling is rapidly gaining broad popularity, earning the distinction of being called “the next NASCAR” and reaching millions of legal-age television viewers weekly through ESPN, Versus and Fox Sports. Evan Williams Kentucky Straight Bourbon, produced by Bardstown, KY-based Heaven Hill Distilleries, has deeply mined this rich vein, positioning itself as the unofficial official Bourbon of bass fishing. In fact, 25% of all fishing enthusiasts drink Bourbon and are notoriously loyal to companies that support fishing, especially the so-called “non-endemic” sponsors from industries not directly related to fishing.
Russ Lane, a former minor league pitcher who grew up in Prattville, AL, has been a professional bass fisherman since 2005. He has competed in 36 tour level events, finishing in the money 24 times with 5 top ten finishes. He has qualified for and competed in two Bassmaster Classics, and has total career earnings of $245,785.00. In addition to Evan Williams, Lane also wears the logos of Basscat Boats and Yamaha Outboards, Vicious Fishing, Castaway Rods, Airport Marine and BASS.
Lane will compete alongside four-year Team Evan Williams member Jason Quinn, who has career winnings of over $560,000 and is a longtime fan favorite. “By having two such complimentary, yet distinctive, pros fishing with Evan Williams boat wraps and logos, we are extending our reach among this prime bourbon-consuming demographic and greatly increasing our chance for success on the water and the brand exposure that comes with it,” stated Evan Williams brand manager Susan Wahl. “Russ and Jason are competitors but will both work hard for Evan Williams and will really maximize our efforts as a non-endemic sponsor to support bass fishing, from the Bassmaster Elite Series on down to the Bass Federation Nation.”
Under the terms of the one year associate sponsorship, which was officially announced at the Bassmaster Classic in Greenville, SC on February 21, Lane will help promote Evan Williams through full-wrap boat and truck signage, prominent logo positioning on his tournament jersey and cap, and promotional appearances. Lane commented that “I am very happy to welcome Evan Williams Bourbon to my roster of sponsors. They have shown tremendous support for bass fishing, through their sponsorship of Jason Quinn and their involvement in presenting tournaments. Evan Williams has been a very visible presence throughout the Elite Series tournaments and in the Bass Federation Nation. Hopefully, between Jason and myself, we’ll have a strong Evan Williams presence on the winner’s podium as well.”
Evan Williams will continue its attention-getting print advertising campaign during the sponsorship in publications such as Sports Illustrated, Field & Stream and Bassmaster, all of which index very high for Bourbon consumption among readers. The ads continue the award-winning creative approach that highlights Evan Williams’ extra aging, using the tagline “the longer you wait the better it gets.” This provocative creative approach is also reflected in retail point of sale display materials.
Founded in 1934, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill’s diversified portfolio 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, Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heaven-hill.com