FOR RELEASE: March 25, 2008
BARDSTOWN, KY – Heaven Hill Distilleries, Inc. continues its efforts to support the Whaler’s brand by launching a new POS campaign. The new POS was developed to support the recent package redesign for both retail and on-premise accounts.
The overall theme for the campaign is tropical and upscale. Using the tagline, “This Way to Paradise,” the POS has a Hawaiian paradise feel and is more reflective of the more sophisticated look of the new package. The POS will include a case card, flavored shelf talker, original shelf talker, shelf strips, floor bin and table tent bar card.
“With the direction of the brand evolving, this new campaign is more in line with the new, upscale packaging,” said Brittany Blevins, Associate Brand Manager for Whaler’s Rum. “The POS will also provide more differentiation of the Whaler’s flavors from the original, more traditional Rums.”
The legendary Hawaiian recipe of Whaler’s was discovered when seafarers rattled vanilla beans in empty rum bottles at sunset as a way to entice migrating whales to their ships. The friendly whales guided them to the tropical haven known as Hawaii. There the sailors discovered the old rum makers of Maui and were so impressed by the exotic taste of their rum that they called it Whaler’s.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned spirits producer and marketer and the world’s second largest holders 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; and Água Luca Brazilian Rum Cachaça.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
CONTACT:
Josh Hafer
Corporate Communications Manager
Heaven Hill Distilleries, Inc.
(502) 413-0219