April2nd2015

New Flavor Poised to Capitalize on Spirit Market Trends

FOR RELEASE: For Immediate Release

BARDSTOWN, KY—Heaven Hill Brands, the country’s largest independent, family-owned and operated spirits producer, is adding to its portfolio of Evan Williams Flavors with the release of Evan Williams Peach this spring. True to its tagline, “No Fuzz. All Flavor.” Evan Williams Peach combines the smoothness of Evan Williams Bourbon with a fresh peach taste. Bottled at 70 proof, it can be served as a chilled shot, on the rocks or mixed in a cocktail.

Flavored Whiskeys continue to be one of the hottest segments of the spirits industry, with sales currently up 20 percent, according to Nielsen ratings, and Evan Williams Flavors, led by Evan Williams Honey, are growing at a rapid, double-digit rate. With peach emerging as one of the hottest flavors in 2014 across the spirits industry, Evan Williams Peach is right on target to maximize this market trend by blending this hot flavor with Evan Williams Kentucky Straight Bourbon Whiskey.

Evan Williams Peach will be initially available starting May 1 to the following markets: Texas, South Carolina, Kentucky, Virginia, North, Carolina, Georgia, Upstate New York, Ohio, Arkansas and California.

This new flavor is packaged in the highly-recognizable square Evan Williams bottle, with a contemporary, see-through label featuring a stylized peach, and the logo for Evan Williams, the second largest selling brand of Bourbon in the U.S. and the world.

Evan Williams Peach will be supported by an array of retail display materials allowing stores to prominently display the product and capture consumer attention. As an added incentive for trial, the 750ml size will also feature a $7 mail-in rebate, where legal.

“Given the growth of the Evan Williams brand and the continued success of our flavor line, we fully anticipate Evan Williams Peach to play a key role in continuing to expand our presence within the flavored whiskey category,” said Chris Ratterman, Evan Williams Brand Manager. “The blend of fresh peach with Evan Williams Bourbon capitalizes on market trends, and has already generated much excitement among the trade and consumers in our lead markets.” 

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About Heaven Hill Brands: Founded in 1935, Bardstown, KY-based Heaven Hill Brands (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; Larceny, Elijah Craig and Henry McKenna Bourbons, Burnett’s Vodkas and Gin; Admiral Nelson’s and Blackheart Rums; HPNOTIQ Liqueur; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur; Lunazul Tequila; Cinerator Hot Cinnamon Flavored Whiskey and Rittenhouse Rye Whisky. 

CONTACT:

Larry Kass
Director of Trade Relations
Heaven Hill Brands
(502) 413-0220
lkass@heavenhill.com