Evan Williams Unveils New Packaging for the Bourbon Franchise

— September 23, 2020

The Evan Williams Bourbon family, the second-largest selling Bourbon in the world, will soon grace retail shelves and on-premise establishments with a striking new look. Evan Williams Black, Evan Williams Bottled-in-Bond and Evan Williams Flavors will receive a new signature bottle with updated label designs.

First introduced in the 1950’s, Evan Williams Bourbon quickly became one of the nation’s leading Bourbons and Heaven Hill Distillery’s flagship brand. Today, the brand continues to break milestones at a historic pace, with the Evan Williams family of brands surpassing the three million case mark on an annual basis. To further bolster this growth, the evolution of the Evan Williams franchise packaging will feature key enhancements and a consistent look on the shelf.

The following designs will soon mark Heaven Hill Distillery’s continued investment in Evan Williams Bourbon:

  • Evan Williams Black: Evan Williams Black carries the lineup featuring the new, signature glass defined by a curved bulb neck with new premium capsule closure decorated with the Evan Williams’ signature. The face label utilizes the iconic black and gold colors consumers have grown to love, but with a richer and vibrant gold ink throughout the label, finished by a new curve at the top to accentuate the new bottle. The label continues to feature the story of Evan Williams himself.
  • Evan Williams Bottled-in-Bond: Featuring the most dramatic evolutionary change, the new design clearly emphasizes the 100 proof, bottled under government supervision and single distilling season. Evan Williams Bottled-In-Bond carries over the green and white label colors, reflecting a vintage flare showcasing the rich history behind Bottled-In-Bond products and their importance to the Whiskey category. A new premium capsule closure with the iconic tax strip seals the bottle and harkens to historic bottled-in-bond packaging requirements.
  • Evan Williams Flavors: Evan Williams Flavors will receive a streamlined approach consistent with the franchise with label design enhancements featuring a centered logo. The flavors will also be bottled in the new glass with the premium capsule closure.

“Evan Williams Bourbon is a testament to sustained success across the ebbs and flows of the American Whiskey category,” said Julie Cole, Evan Williams Senior Brand Manager. “We’re excited to rejuvenate the Evan Williams family packaging to both enhance the consumer experience and modernize the label design. Evan Williams was an entrepreneurial leader in the Bourbon movement, and we continue to honor his success through the award-winning Evan Williams Bourbon franchise.”

The changes to the glass, label and capsule will be reflected in the 750ml, 1L and 1.75L sizes, while label changes will be reflected in the smaller sizes. The new packaging will be available nationwide, launching now and throughout 2020. New bottles will be featured throughout future marketing programs and on evanwilliams.com.

ABOUT EVAN WILLIAMS: The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world’s second largest-selling Bourbon. Evan Williams is a proud sponsor of Major League Baseball and the World Series, first forming a partnership with the national pastime in 2016. As an American-made and American-owned brand, Evan Williams has recognized true American heroes through their exceptional stories of honor and bravery on special edition American-Made Hero labels for the past five years, now supported by the American-Made Heroes Foundation Fund. The Evan Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of Evan Williams through an immersive visitor’s center experience which brings to life the history and tradition of Kentucky’s native spirit as an official stop on the Kentucky Bourbon Trail.


Lauren Cherry

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