Heaven Hill Distilleries Unveils New Packaging for Henry McKenna Bourbon Family

July 29, 2013

Bolder and more contemporary look given to both standard and Single Barrel varieties

BARDSTOWN, KY. — 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, announced the launch of new packaging for both Henry McKenna Bourbon and Henry McKenna Bottled-In-Bond Single Barrel Bourbon. The graphically bolder and more modern looking label updates are occurring as Heaven Hill expands distribution of both bottlings.

Henry McKenna, which has been a top selling Bourbon in the middle Atlantic states for many years, is named for the pioneer who brought his family’s whiskey recipe with him from Ireland in 1837 and founded his U.S. distillery in Fairfield, Kentucky in 1855. The brand was sold to the Seagram Company in 1941, and then subsequently to Heaven Hill Distilleries. Heaven Hill launched the Henry McKenna Single Barrel line extension in 1994, and to this day it remains the only extra aged (10 years) Bottled-In-Bond Single Barrel Bourbon available.

The standard 80 proof bottling, which has a national average retail price of $15.99 for the 750ml size, has a new neck, face and back label, as well as a new brown cap, and is offered in the new packaging in 1.75 liter, 1.0 liter, 750ml and 375ml sizes. The new labels are a deep brown color with a subtle leather-like pattern behind them, with cream and tan accents and type. The brand logotype has been updated with a more contemporary typeface and graphic treatment. The face label features a cartouche with “Est. 1855” prominently displayed, along with a replica of Henry McKenna’s signature and “Sour Mash” reversed out of the brown field. The neck wrap features the same logotype treatment and signature reproduction, while the new back label tells the story of young Henry McKenna’s emigration to the US and rise as a prominent Bourbon maker.
In addition, retail point of sale items reflecting the new look of Henry McKenna 80 proof have been created and are available to help retailers draw attention to the brand on the shelf or on the floor.

The new packaging for the Single Barrel 10 Year Old Bottled-In-Bond utilizes the same “Henry McKenna” logotype as the 80 proof bottling, but renders it in subtle cream against a deep green field with gold foil accents. Commensurate with its status as a super-premium single barrel product, it features an antiqued strip stamp and a booklet neck hanger that tells the story of Henry McKenna, and explains the terms “single barrel” and “bottled-in-bond”. The face label also graphically emphasizes the “Aged 10 Years” and “Since 1855” statements, and has an area where the specific barrel number and “barreled on” date for each bottle is hand-written. The Henry McKenna Single Barrel Bottled-In-Bond carries a national average retail price of $29.99 for the 750ml, the only available size.

Henry McKenna Single Barrel has benefited from being part of Heaven Hill’s full barrel program, whereby retailers or on-premise accounts can taste, select and purchase a full barrel of Bourbon and receive bottles personalized with their name and/or logo. Participation in the full barrel program has resulted in dramatic increases in awareness and distribution of Henry McKenna Single Barrel.
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.”

Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
(502) 413-0220
[email protected]

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