BARDSTOWN, KY–Heaven Hill Distilleries, Inc., the country’s largest independent family-owned and operated spirits producer and marketer, announces the release of Evan Williams Cherry Reserve Kentucky Liqueur, a new product that marries extra-aged Evan Williams Bourbon with natural cherry flavor. Bottled at 70 proof and available in both a 750ml and 50ml size, Evan Williams Cherry Reserve will be shipping to select markets across the country in September at an average retail price of $14.99 for the 750ml bottle.
The launch of Evan Williams Cherry Reserve follows closely on the heels of the hugely successful introduction of Evan Williams Honey Reserve, which began in test markets in September 2009 and completed its national rollout in February of 2010. Since that time, it has had both great sales success and critical acclaim, including winning a Silver Medal at the most recent San Francisco World Spirits Competition. Both the Evan Williams Cherry and Honey Reserves take advantage of established trends in the distilled spirits industry in general and the American straight whiskey category in particular. Among these is the ongoing success of flavored spirits, whose growth is more than double that of unflavored spirits; as well as the continued popularity of Bourbon, especially Evan Williams, which showed double digit sales percentage increases in both 2008 and 2009. Heaven Hill fully anticipates that infusing Evan Williams extra-aged Bourbon, the second largest selling Bourbon brand in the United States and the world and a “Best Buy Whiskey of the Year” winner, with natural cherry will yield similar success as that achieved with Evan Williams Honey Reserve.
Like the Honey Reserve, Evan Williams Cherry Reserve is packaged in the highly-recognizable square Evan Williams bottle, with a clear label carrying the Evan Williams logo and a stylized rendition of cherries. With a black and red capsule closure, the trade dress draws on the equity of the Evan Williams brand franchise, but with a contemporary flair. Bottled at an approachable 70 proof, and infused with natural cherry taste that complements its sweet, easy-to-drink Bourbon flavor, Evan Williams Cherry Reserve lives up to its tagline of “Smooth Bourbon. Cherry Zing.”
“We have seen remarkable success with Evan Williams Black Label and now Evan Williams Honey Reserve,” stated Heaven Hill brand manager Susan Wahl. “Given the strength of the Evan Williams brand franchise and the proven success of the flavored Bourbon sub-category, we believe it is the perfect time in which to launch Evan Williams Cherry Reserve. And with a very approachable price point and a full range of retail and on-premise marketing materials available, we are expecting our customers to do some real ‘cherry picking’!”
To help merchandise the brand, Evan Williams Cherry Reserve is supported by an array of retail promotional materials–including a permanent wire rack and header card, shelf talkers, case cards, cold box clings and a 50ml counter unit–allowing off-premise operators to create impactful displays that will capture consumer attention. In order to generate sampling in bars and restaurants, on-premise POS including T-shirts and shot glasses will also be made available. A targeted trade advertising schedule will also help create awareness among the key retail and on-premise audiences. All materials utilize striking visuals and the “Smooth Bourbon. Cherry Zing.” positioning, rendered in red and black graphics. Support materials also emphasize that Evan Williams Cherry Reserve can be consumed as a shot or in a variety of delicious simple cocktails such as the Cherry Breeze, Cherry Twist Margarita and Cherry Cola.
