Our brand-specific programs often focus on a specific group or cause, allowing brands to support efforts that reflect their individual mission and values as well as Heaven Hill’s corporate giving mission. Some of these programs began prior to the establishment of Heaven Hill’s Community Relations strategy and mission, but still support the company’s key focus areas.

Deep Eddy Cares

Deep Eddy Cares is the brand’s philanthropic initiative, which takes several forms from the Authentic American program to COVID-19 relief efforts, and most recently to support those affected by the severe weather in Central Texas.

As a recent winter storm brought layers of snow and ice, record low temperatures, impassable roads and left millions without power across Central Texas, Deep Eddy Vodka sprang into action. The team worked closely with other local Austin businesses and restaurants to provide 11,000 warm meals and raise nearly $140,000 to support those in need.

At the height of the COVID-19 pandemic, the Deep Eddy Field Marketing Team deployed the Deep Eddy Cares care packages in support of and to show appreciation for our friends in the service industry during this difficult year. Each care package included PPE essentials, hand sanitizer, and a few other goodies.  A total of 21,000 care packages were assembled and distributed to over 1,000+ bars and restaurants across the U.S. In addition to this effort, over 36,000 Deep Eddy bandanas have been or are being donated to make masks for those on the front lines as well as our communities, to offer an additional means of protection against the virus. These masks were delivered to hospitals and clinics in the Austin area and other hot spot locations, our facility employees, and industry partners! Finally, as part of Heaven Hill’s commitment to using parts of its operation to manufacture, bottle and distribute sanitizer, Texas’ Deep Eddy Vodka Tasting Room in Dripping Springs and Deep Eddy Vodka Distillery in Buda, worked to produce this critical product to combat the spread of COVID-19.

Deep Eddy Vodka releases an annual limited-edition “Authentic American” bottle to support those who serve – yesterday, today, and tomorrow. Deep Eddy is proud to partner with the USO, an organization whose mission is to strengthen America’s military service members by keeping them connected to family, home, and country, throughout their service to the nation.

Evan Williams American-Made Hero Program

Every year, Evan Williams celebrates being American-made and owned with the release of select limited-edition American Hero bottles. Each star-spangled label salutes the service of an American-Made Hero representing many branches of the military. Now in its seventh year, the program celebrates the heroic stories of military veterans, chosen for their selfless acts of service at home and abroad. Evan Williams is honored to broaden its support of veteran communities across the country through the launch of the American-Made Heroes Foundation Fund, announced in April 2020. Due to the national impact of the COVID-19 crisis, the American-Made Heroes Foundation Fund focused its inaugural efforts with the COVID-19 Veteran Relief Grant, which awards donations to nonprofit organizations that serve the veteran communities negatively impacted by the coronavirus.

Learn more about the 2020 class of Evan Williams American-Made Heroes here.

Lunazul Tequila

The Mexican Wolf silhouetted on the Lunazul label – iconic to the brand – is dwindling in numbers and remains a critical part of Mexico’s ecosystem. Lunazul is committed to conserving the Mexican wolf, partnering with Discovery to build awareness via cable TV spots in Mexico.

Since 2015, Lunazul Tequila has partnered with Casa Hogar to produce the Lunazul Cantarito mugs, which is a clay vessel that helps keep the cocktail fresh and cold longer in the hot Mexican sun. Located in the small village of Etla, near one of the poorest regions in Mexico, Oaxaca, Casa Hogar provides shelter and humanitarian assistance to refugees with a mission to build people’s life in dignity. After transforming an abandoned pottery workshop on the property, a therapeutic program was developed to train refugees on production process, skill development in hand-labor and professional job assimilation. Since the first Lunazul Cantarito came off the production line in January 2016, nearly 40,000 cantaritos have been hand crafted. The Lunazul Cantarito is not only a memorable piece of Lunazul Tequila, but shows the commitment of Heaven Hill and Tierra de Agaves to assisting the Oaxaca community.