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Heaven Hill Announces Plans for Evan Williams Bourbon Experience

FOR RELEASE: FOR IMMEDIATE RELEASE

IMAGES: Please see directions at end of release

Kentucky Lieutenant Governor, Louisville Mayor Join Heaven Hill Distilleries, Inc. Announcing Downtown Louisville Attraction The Evan Williams Bourbon Experience™

LOUISVILLE, KY—Heaven Hill Distilleries, Inc., along with Kentucky Lieutenant Governor Jerry Abramson and Louisville Mayor Greg Fischer, announced today in Louisville the September 2013 opening of The Evan Williams Bourbon Experience™. The Evan Williams Bourbon Experience™ will be a multi-million dollar artisanal distillery, immersive tourism experience and retail location which will celebrate the legacy of Evan Williams, Kentucky’s first distiller and namesake of Heaven Hill’s flagship Bourbon brand. Heaven Hill Distilleries—the largest family owned and operated distilled spirits company in the country, and producers of Evan Williams, the second largest selling Bourbon in the United States and the world—will be renovating their historic building at 528 West Main Street, in the heart of what was once called “Whiskey Row” in Louisville. 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 near what is now 6th and Main Streets in downtown Louisville—almost directly across Main Street from where the new attraction will be located.

The highlight of The Evan Williams Bourbon Experience™ will be a fully functioning, artisanal pot still distillery, viewable to visitors and capable of producing a range of American Whiskey types and styles. The gleaming copper pot stills are a modern version of the same type of equipment Evan Williams himself set up in his distillery along the Ohio River over 200 years ago.

The signature feature of The Evan Williams Bourbon Experience™ will be the façade of the building, which will feature a five story high Evan Williams Bourbon bottle. The pouring bottle will be reproduced as window graphics in the top three floors, but becomes three dimensional in the two lower floors as the neck of the bottle and a large glass in the lobby form a flowing “Bourbon fountain.”

The Evan Williams Bourbon Experience™ will offer guests guided, immersive tours where they are brought back in time to see Evan Williams’ original distillery, Louisville wharf scenes and high definition video renderings of turn-of-the-century Whiskey Row. A dioramic video wall display allows guests to see how Heaven Hill’s modern Bernheim Distillery operates and how it is different from those in Evan Williams’ era, and then visitors will get to see a combination of the two—a state-of-the-art modern distillery using the same types of pot stills used in early Bourbon-making days.

Displays on warehouses and aging will also be included, and guests of legal drinking age will have the opportunity to enjoy a tutored tasting of premium Bourbons in two different themed tasting rooms. One of these tasting rooms will be modeled after the interior of the Philip Hollenbach Co. Whiskey Distributor that occupied the building prior to Heaven Hill’s acquisition over 70 years ago. In addition, a large retail area will offer a range of Evan Williams branded merchandise, specialty food products, and a number of Heaven Hill’s premium Bourbons and American Whiskeys for sale to the public. Finally, a “speakeasy” themed event space in the lower level will be available for corporate use, as well as public rental for special functions.

“We are thrilled to welcome Heaven Hill’s amazing addition to this historic section of Louisville,” said Lt. Gov. Abramson. “Downtown is growing into a popular destination for tourists and families, making for another bright spot in Kentucky’s rich tradition and history.”

The Evan Williams Bourbon Experience™ is expected to attract in excess of 100,000 visitors annually, and will generate a significant amount of state and local tax revenue, as well as creating 14 new full time and nine part time jobs at the attraction. Heaven Hill was approved today by the Kentucky Economic Development Finance Authority for economic incentives for the project.

“This is a great project, not only because of Heaven Hill’s significant investment and the jobs it will create, but for the history that is being reclaimed as the bourbon industry returns to Main Street in downtown Louisville,” said Louisville Mayor Greg Fischer.

Heaven Hill has operated its Bourbon Heritage Center® in Bardstown as part of the Kentucky Bourbon Trail® attraction since 2004. Drawing over 70,000 visitors annually, it is the most visited attraction in Nelson County and a past winner of Whisky Magazine’s “Visitor Attraction of the Year” award at the magazine’s annual “Icons of Whisky” Awards. Heaven Hill also sponsors the Evan Williams Bourbon Bar on the lower level of the KFC Yum! Center, another high visibility venue in Louisville for one of the nation’s fastest growing high volume Bourbon brands, according to A.C. Nielsen.

“We at Heaven Hill Distilleries are so pleased to be able to announce this exciting new initiative for Louisville, for the Commonwealth of Kentucky, and for our Evan Williams Bourbon brand,” stated Heaven Hill Executive Vice President Harry J. Shapira. “It brings together a lot of important economic development, tourism and historical forces—an important new manufacturing and distillation facility, a major Louisville and Kentucky-themed attraction, and the history of Whiskey Row and Evan Williams as an important Louisville figure and early distiller. 122 years ago, when this building was first constructed, this area of Main Street was an important center of commerce for the Bourbon industry, and now Evan Williams, Kentucky’s first commercial distiller, is coming back home to his original locale. We are looking forward to the same kind of success and accolades with the new Evan Williams Bourbon Experience™ that we have been fortunate enough to receive for our Bourbon Heritage Center in Bardstown.”

“This is an exciting time for the Commonwealth and Heaven Hill,” said Kentucky Governor Steve Beshear in a prepared statement. “Heaven Hill’s growing presence only adds to the appeal of downtown Louisville and means new jobs for Kentucky families and a boost to our economy. The Bourbon industry is one of Kentucky’s signature industries and plays a vital role in Kentucky’s economic success, representing thousands of jobs and producing millions of dollars in incomes.”

IMAGE CUTLINE: (L to R) Louisville Mayor Greg Fischer, Heaven Hill Distilleries, Inc. President Max Shapira, Heaven Hill Distilleries, Inc. Executive Vice President Harry Shapira, and Kentucky Lieutenant Governor Jerry Abramson, unveil The Evan Williams Bourbon Experience™. Slated to open in Downtown Louisville in September 2013, The Evan Williams Bourbon Experience™ will be a multi-million dollar artisanal distillery, immersive tourism experience and retail location which will celebrate the legacy of Evan Williams, Kentucky’s first distiller and namesake of Heaven Hill’s flagship Bourbon brand. Heaven Hill Distilleries—the largest family owned and operated distilled spirits company in the country, and producers of Evan Williams, the second largest selling Bourbon in the United States and the world—will be renovating their historic building at 528 West Main Street, in the heart of what was once called “Whiskey Row” in Louisville.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (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 Bourbon; Burnett’s Vodkas and Gin; HPNOTIQ and HPNOTIQ Harmonie Liqueurs; Admiral Nelson’s and Blackheart Rums; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila and Rittenhouse Rye Whisky.

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@heavenhill.com

To download images and the press release, please visit the Heaven Hill “Press Room” at http://connect.heavenhill.com and enter the username and password below.

Username: ewbe

Password: bourbon

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Pear, Sugar Cookie Latest Burnett’s Flavored Vodkas

BARDSTOWN, KY – Burnett’s Flavored Vodka continues to expand its innovative line of flavored vodkas with the release of two new flavors – Pear and Sugar Cookie. The flavors reflect Burnett’s role as one of the leading innovators in Flavored Vodka.

Burnett’s Pear is a classic flavor that helps fill out the line of traditional fruit flavors. Sugar Cookie, on the other hand, is a unique and innovative flavor for experimentation and fun.

“As we continue to grow our portfolio of Burnett’s flavors, we look for both traditional and innovative offerings,” said Senior Brand Manager Reid Hafer. “Pear and Sugar Cookie meet all of the standards we look for, plus the requisite quality and relevance for Burnett’s consumers.”

The new flavor puts the Burnett’s portfolio of natural flavors to 27 – Blue Raspberry, Blueberry, Cherry, Citrus, Coconut, Cranberry, Fruit Punch, Grape, Hot Cinnamon, Lime, Limeade, Mango, Orange, Orange Cream, Peach, Pear, Pineapple, Pink Lemonade, Pomegranate, Raspberry, Sour Apple, Sugar Cookie, Strawberry, Sweet Tea, Vanilla, Watermelon and Whipped Cream.

The launch of the new flavor is supported by POS for floor displays and shelf facings, as well as sales education materials. The Burnett’s website, (www.burnettsvodka.com) also provides information and drink recipes for all the flavors.

Burnett’s Pear Flavored Vodka and Burnett’s Sugar Cookie Flavored Vodka are available in 1.75L, 1.0L, 750ml, and 50ml sizes, bottled at 35% alcohol by volume (70 proof). The products are available for a suggested retail price of $9.99 for a 750ml.

Burnett’s is one of the leading franchises in the distilled spirits industry. Since 2000, Burnett’s Vodka has been a regular Beverage Information Group “Growth Brand” and Impact “Hot Brand” as one of the fastest growing products in the industry. The entire line includes the regular 80 proof Vodka, an array of Flavored Vodkas, Gin, Rums, and 100 proof varieties.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (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 Bourbon; Burnett’s Vodkas and Gin; HPNOTIQ and HPNOTIQ Harmonie Liqueurs; Admiral Nelson’s and Blackheart Rums; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila and Rittenhouse Rye Whisky.

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

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CONTACT:
Josh Hafer
Corporate Communications Manager
Heaven Hill Distilleries, Inc.
502-413-0219
jhafer@heavenhill.com

To download images, please visit the Heaven Hill “Press Room” at http://download.heavenhill.com and enter the username and password below.

Username: Pear_Sugarcookie

Password: Burnetts

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Special Edition Elijah Craig Named

In celebration of the 20th Anniversary of The Kentucky Bourbon Festival, Heaven Hill Distilleries offered an exciting half-day tour package featuring an exclusive 20-year-old Single Barrel bottling of Elijah Craig Kentucky Straight Bourbon Whiskey. That special edition Bourbon was named “American Whiskey of the Year” by the Whiskey Advocate. Formerly Malt Advocate Magazine, it is the second time Heaven Hill has been awarded an American Whiskey of the Year honor. Previously, the 1991 Evan Williams Single Barrel Vintage was named “Domestic Whiskey of the Year” in 2001.

For the second straight year, Whiskey Advocate has recognized Heaven Hill with an elite honor. Last year, the company was named “Distiller of the Year” in the Whisky Advocate Awards.

In 2003, Parker Beam was awarded the “Lifetime Achievment” Award. The publication has, also, previously recognized Elijah Craig 12 year old, Rittenhouse Rye Whisky and Evan Williams Black labels for various whisky awards.

Read more at Whiskey Advocate

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Burnett’s Flavored Vodka Adds Blue Raspberry To Flavor Lineup

For Release: For Immediate Release

Images: See directions at end of release

BARDSTOWN, KY – Blue Raspberry is the latest flavor from the industry’s leading Burnett’s Flavored Vodka line. The new addition is the 26th flavor for Burnett’s Flavored Vodkas.

Burnett’s Blue Raspberry is reflective of the flavor innovation happening in the competitive subcategory of flavored vodka. The burst of blue to the raspberry flavor is an exciting twist on traditional flavors.

“This exciting new addition to the flavor portfolio adds a new layer of Burnett’s innovation,” said Senior Brand Manager Reid Hafer. “We have extended the franchise further by delivering a popular flavor and color combination which adds dimensionality to a variety of drinks.”

The new flavor puts the Burnett’s portfolio of natural flavors to 26 – Blue Raspberry, Blueberry, Cherry, Citrus, Coconut, Cranberry, Espresso, Fruit Punch, Grape, Hot Cinnamon, Lime, Limeade, Mango, Orange, Orange Cream, Peach, Pineapple, Pink Lemonade, Pomegranate, Raspberry, Sour Apple, Strawberry, Sweet Tea, Vanilla, Watermelon and Whipped Cream.

The launch of the new flavor is supported by POS for floor displays and shelf facings, as well as sales education materials. The Burnett’s website, (www.burnettsvodka.com) also provides information and drink recipes for all the flavors.

Burnett’s Blue Raspberry Flavored Vodka is available in 1.75L, 1.0L, 750ml, and 50ml sizes, bottled at 35% alcohol by volume (70 proof). The product is available for a suggested retail price of $9.99 for a 750ml.

Burnett’s is one of the leading franchises in the distilled spirits industry. Since 2000, Burnett’s Vodka has been a regular Beverage Information Group “Growth Brand” and Impact “Hot Brand” as one of the fastest growing products in the industry. The entire line includes the regular 80 proof Vodka, an array of Flavored Vodkas, Gin, Rums, and 100 proof varieties.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (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 Bourbon; Burnett’s Vodkas and Gin; HPNOTIQ and HPNOTIQ Harmonie Liqueurs; Admiral Nelson’s and Blackheart Rums; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila and Rittenhouse Rye Whisky.

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

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CONTACT:
Josh Hafer
Corporate Communications Manager
Heaven Hill Distilleries, Inc.
502-413-0213
jhafer@heavenhill.com

To download images, please visit the Heaven Hill “Press Room” at http://download.heavenhill.com and enter the username and password below.

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EVAN WILLIAMS CINNAMON RESERVE™ FLAVORED BOURBON TO BE LAUNCHED IN FEBRUARY

FOR RELEASE:  January 23, 2012
IMAGES:  See directions at end of release.   

New Cinnamon flavor closely follows the runaway success of Evan Williams Honey and Cherry Reserves

BARDSTOWN, KY—Heaven Hill Distilleries, Inc., the country’s largest independent family-owned and operated spirits producer and marketer, announces the release of Evan Williams Cinnamon Reserve Kentucky Liqueur, a new product that marries extra-aged Evan Williams Bourbon with natural hot cinnamon flavor.  Bottled at 70 proof and available in both a 750ml and 50ml size, Evan Williams Cinnamon Reserve will be shipping nationally in February at a suggested retail price of $14.99 for the 750ml bottle.

The launch of Evan Williams Cinnamon Reserve follows closely on the heels of the hugely successful introduction of Evan Williams Honey Reserve, which launched in the Fall of 2009, and Evan Williams Cherry Reserve, which debuted in 2010. Since that time, both have enjoyed great sales success and critical acclaim, including winning a Silver Medal at the San Francisco World Spirits Competition and being named a “Hot Prospect” brand. Evan Williams Cherry and Honey Reserves, and now Cinnamon Reserve, take advantage of established trends in the distilled spirits industry in general and the American straight whiskey category in particular.  Among these is the ongoing success and growth of flavored spirits, as well as the continued popularity of Bourbon, especially Evan Williams, which showed the greatest sales percentage increases among high volume brands since 2008, according to A.C. Neilsen. Heaven Hill fully anticipates that infusing Evan Williams extra-aged Bourbon, the second largest selling Bourbon brand in the United States and the world and a “Best Buy Whiskey of the Year” winner, with natural hot cinnamon flavor will yield similar success as that achieved with Evan Williams Honey and Cherry Reserves.

Like the Honey and Cherry Reserves, Evan Williams Cinnamon Reserve is packaged in the highly-recognizable square Evan Williams bottle, with a clear label carrying the Evan Williams logo and a stylized rendition of cinnamon sticks bursting through flames. With a black and orange capsule closure, the packaging draws on the equity of the Evan Williams brand franchise, but with a contemporary flair.  Bottled at an approachable 70 proof, and infused with natural hot cinnamon taste that complements the easy-to-drink Bourbon flavor, Evan Williams Cinnamon Reserve lives up to its tagline of “Intensely cinnamon.  Incredibly smooth.”

“The launch of Evan Williams Honey and Cherry Reserve has exceeded our expectations,” stated Assistant Brand Manager Hannah Venhoff.  “Given the strength of the Evan Williams brand franchise and the proven success of the flavored Bourbon sub-category, we believe it is the perfect time in which to launch Evan Williams Cinnamon Reserve.  And with a very approachable price point and a full range of retail and on-premise marketing materials available, we are expecting this brand launch to be red-hot!”

To help merchandise the brand, Evan Williams Cinnamon Reserve is supported by an array of retail promotional materials—including shelf talkers, case cards, and a 50ml counter unit—allowing off-premise operators to create impactful displays that will capture consumer attention.  In order to generate sampling in bars and restaurants, on-premise POS including T-shirts and shot glasses will also be made available.  A targeted trade advertising schedule will also help create awareness among the key retail and on-premise audiences, and a consumer ad schedule in popular consumer magazines such as Sports Illustrated, Maxim and Rolling Stone will feature the flavored Evan Williams Reserves, including the new Cinnamon Reserve, in national print ads alongside Evan Williams Bourbon.  All materials utilize striking visuals and the “Intensely cinnamon.   Incredibly smooth.” positioning, rendered in fiery orange and black graphics.  Support materials also emphasize that Evan Williams Cinnamon Reserve can be consumed as a shot or in a variety of delicious simple cocktails such as the Southern Cin, Blazin’ Ale and Sweet Apple Spice. 

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (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 The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

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CONTACT:  
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
lkass@heavenhill.com

To download images from this press release, please visit the Heaven Hill “Press Room” at http://download.heavenhill.com and enter the username and password below.
Username: ewcinnamon

Password: bourbon