July26th2013

Second largest selling Kentucky Bourbon in the nation and the world to continue mercurial growth using all elements of marketing mix

BARDSTOWN, KY. — Evan Williams Bourbon, the second largest selling Kentucky Straight Bourbon Whiskey both in the US and globally, is announcing aggressive new advertising and promotional campaigns for 2013-2014. Evan Williams is the flagship Bourbon brand of Heaven Hill Distilleries, Inc., the nation’s largest independently owned and operated distilled spirits producer and the world’s second largest holder of aging Bourbon.

Evan Williams, which has consistently seen the greatest year-on-year growth of any mid-tier high volume Bourbon brand, will be increasing its presence in key marketing channels: print, broadcast and digital advertising; sponsorships; social media; and on and off-premise point of sale and display materials. All of these marketing initiatives will utilize a new positioning for Evan Williams—“Seriously Good Bourbon”—which underscores not only the product quality but also the high esteem with which Evan Williams consumers view their brand of choice, according to extensive consumer research.

Advertising has been an important part of the marketing mix for Evan Williams for over a decade, featuring an aggressive campaign that has utilized national consumer magazines with increasing use of cable television and digital media. For 2013-2014, a targeted campaign in print media such as Maxim, Playboy, Rolling Stone, Sports Illustrated and ESPN The Magazine will be augmented by national cable television ads on ESPN, ESPN 2, ESPN Classic, The Outdoor Channel and Fox Sports Networks. The cable buy will feature both traditional 15 and 30 second advertisements with in-show and studio mentions and logo placements. Evan Williams will also be roughly doubling its budget for social media marketing, focusing mainly on the brand’s popular Facebook presence.

Evan Williams will continue its long time premier sponsorship of Bassmaster, which includes the Elite Series, Opens and B.A.S.S. Nation including sponsorship of two top anglers, John Crews and Hank Cherry, as well as title sponsorship of The Evan Williams Bourbon Showdown on the St. Lawrence River in upstate New York and the Evan Williams Bourbon All-Star Championship in Muskegon, Michigan. The brand will also have a presence at all the other events on the Bassmaster Elite Series and at the consumer exposition shows that accompany all of the fishing tournaments, including next year’s Bassmaster Classic in Birmingham, AL in February.

Evan Williams and Championship Bull Riding (CBR) have been working together for several years. Evan Williams is prominently featured as the sponsor of the bullfighters, the costumed personnel who protect the bull riders, outfitting them in Evan Williams logoed uniforms. Since the bullfighters are in the ring for every ride, they give the Evan Williams brand a constant and highly visible presence for both the event attendees and the millions who watch on FSN Network. The CBR sponsorship also includes full page advertising in The Short Round, which is CBR’s quarterly print magazine, as well as CBR social media inclusions and branding throughout the host arenas.

Heaven Hill has created new advertising and point of sale materials for Evan Williams, all centered around the tag line “Seriously Good Bourbon”. To help retailers build attention getting floor displays, Heaven Hill is offering case cards, signs, branded floor racks and mass displays, as well as shelf pieces and window clings. For on-premise accounts, a full arsenal of logoed bar top materials, wait staff items and table tents are available.

“As the Evan Williams brand continues to grow in both volume and critical and consumer acclaim, we have likewise stepped up with a fully integrated and broad advertising and promotional campaign that is commensurate with the brand’s stature as the number two selling Bourbon in the US and the world,” stated Susan Wahl, Senior Brand Manager at Heaven Hill. “We feel that our new ‘Seriously Good Bourbon’ campaign hits both rational and emotional chords for our current customers and for new and competitive users, and is effectively executed across a number of relevant channels”

Named after Kentucky’s First Commercial Distiller of 1783, Evan Williams Bourbon—at an average national retail price of $13.99 for the 750ml size—is a two time “Best Buy Whiskey of the Year” from Whisky Advocate Magazine and a Gold Medalist at the San Francisco World Spirits Competition. It is produced according to a traditional 200 year old recipe by Heaven Hill’s father and son Master Distillers Parker and Craig Beam. Bottled at 86 proof (43% alcohol by volume), Evan Williams is available in 1.75 liter, 1.0 liter, 750ml, 375ml, 200ml, 100ml and 50ml bottle sizes.

To further the brand’s consumer awareness and take advantage of the huge increase in Bourbon tourism and interest in the Kentucky Bourbon Trail®, Heaven Hill is opening the Evan Williams Bourbon Experience this Fall. Featuring an immersive visitor experience that takes guests back to Evan Williams’ distillery on the banks of the Ohio, which was established over 200 years ago just across Louisville’s Main Street from where the facility will be located, the Evan Williams Bourbon Experience will include an artisanal distillery and guided tours and tastings.

About Heaven Hill Distilleries, Inc.
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.”

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