Recently, Evan Williams announced a major redesign of Evan Williams 1783 Small Batch. Returning to its original 90 proof from 86 proof, as denoted on the new bottom face label, the small batch Bourbon is the second highest proof in the Evan Williams Bourbon family. The product features updated packaging, new glass, label, and capsule creating a truly premium product. Elevated features include a proprietary glass bottle with the Evan Williams signature blown in across the top, ‘1783’ and ‘small batch’ displayed in gold foil accent across the top label, and an upgraded capsule finish featuring the same Evan Williams signature repeated in the background. The new package emphasizes the small batch characteristics of the Bourbon inside, which is a mingling of 300 barrels or less aged six to eight years and crafted with Heaven Hill Distillery’s traditional Bourbon mashbill of 78% corn, 12% malted barley, and 10% rye.

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. As the first licensed commercial distiller in Kentucky, Evan Williams laid the initial groundwork of entrepreneurial success for the Kentucky Bourbon industry. Hear more about this story and 1783 relaunch from Master Distiller Conor O’Driscoll in the video below:

“Evan Williams 1783 Small Batch pays homage to some of the earliest years of licensed distilling in Kentucky, and an important year for Bourbon and the Commonwealth’s signature industry,” said Julie Cole, Evan Williams Senior Brand Manager. “With a return to the original 90 proof, the award-winning mashbill of Evan Williams 1783 is full-flavored and works both as a cocktail base and stand-alone sipper. We are excited to bring more focus to what is known as the ‘best kept secret’ in the Evan Williams Bourbon family.”

This relaunch elevates the product to better align with what consumers expect in a small batch Bourbon today and coincide with the recent Evan Williams Bourbon Family package update. As an already beloved product, the relaunch will be supported through efforts to expand distribution and drive new product placements in stores across the country. New point-of-sale will also feature the tagline, “When you do Bourbon right, people notice,” highlighting recent awards including the 2019, 2020 and 2021 Consumers’ Choice SIP Award, winning Gold the first year and Double Gold the two consecutive years. Additionally, the brand will also be prominently featured in digital, social media and in-game advertising for the brands Major League Baseball post-season partnership, which is slated for September and October 2021. Finally, the relaunch will feature a new commercial called “Our Kind of People,” premiering this fall on national broadcast TV and connected TV. The new Evan Williams 1783 Small Batch is now available with an SRP of $19.99. Stay tuned to echo in the coming months as we share more about this exciting relaunch.