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Heaven Hill to Introduce Elijah Craig 20 YO Single Barrel

May 16

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BARDSTOWN, KY—Heaven Hill Distilleries, Inc., the country’s largest independent family-owned and operated spirits producer and marketer, announces a new limited edition release of Elijah Craig 20-Year-Old Single Barrel Kentucky Straight Bourbon Whiskey. Heaven Hill, who holds the world’s second largest inventory of Bourbon and the most “extra-aged” barrels in its rickhouses, will be offering the new 20-Year-Old bottling of Elijah Craig Single Barrel in limited quantities to selected markets across the country on a one-time basis. The new bottling will retail for approximately $130 for the 750ml size, but less than 80 specially selected barrels will be dumped, yielding fewer than 1,300 bottles.

Last fall, a special one barrel bottling of the Elijah Craig 20-Year-Old Single Barrel done by Heaven Hill to mark the 20th anniversary of the Kentucky Bourbon Festival was named “American Whiskey of the Year” by Whisky Advocate Magazine. Editor and Publisher John Hansell, in bestowing the honor, called the award winner “seamless, richly textured, and impeccably balanced.”

In order to manage stock levels in the warehouses, Heaven Hill has temporarily suspended bottling of the 18-Year-Old Elijah Craig Single Barrel that it has offered for a number of years, but plans to augment the Elijah Craig line with future extra-aged single barrel limited editions.

“With literally thousands of aging barrels over 10 years old, we have a huge and one-of-a-kind resource to tap into,” noted Heaven Hill’s 7th generation Master Distiller Craig Beam. “We’ve carefully identified several hundred that are at middle to high storage in our best rickhouses, and these will be the source for these very special future Elijah Craig Single Barrel editions. These are some of the best older barrels of traditional rye-based Bourbon we have in our inventory.”

The first 20-Year-Old Single Barrel release, which will start to appear on shelves in major metro markets in 36 states in late May or early June, will be packaged in the traditional Elijah Craig Single Barrel bottle, but with a brown face label which carries the 20-Year-Old age statement. The new 20-Year-Old version will continue to be bottled at a robust 90 proof, or 45% alcohol/volume.

Aside from the recent honor from Whisky Advocate for the special 2011 release of the 20-Year-Old, Elijah Craig 18-Year-Old Single Barrel has in the past won Double Gold Medal/Best Bourbon from the San Francisco World Spirits Competition, “Top 50 Spirits” from Wine Enthusiast magazine, and a Gold Medal at the International Spirits Challenge.

“We are tremendously excited to introduce this special edition Elijah Craig 20 Year-Old into a broader market, albeit still in very limited quantities,” stated Heaven Hill Whiskey Portfolio Brand Manager Susan Wahl. “This release, and subsequent releases, will take the consumer on a tasting journey of discovery that will motivate them to move up the brand offerings, from the more widely available 12-Year-Old Elijah Craig Small Batch on through these more aged, rarer bottlings.”

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Heaven Hill Launches Trybox Series

Mar 18

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BARDSTOWN, KY – Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned and operated spirits producer and marketer, announces the first two releases of the Trybox Series of New Make Whiskeys.  The new Trybox Series, named after the copper and glass “tasting station” where new make whiskey flows off the still, offers up several styles of Heaven Hill’s world famous American Whiskeys. Each is taken straight off the still, before aging in a charred oak barrel–the same way legendary father and son Master Distillers Parker and Craig Beam taste-test them.

The first two releases in the series, available at retail starting in May, will be New Make, which if barrel aged would become a Straight Bourbon such as Evan Williams Single Barrel Vintage; and Rye New Make, which if aged would become Rittenhouse Straight Rye.  Future plans call for the release of other varieties of American Straight Whiskey as new make, as Heaven Hill Distilleries is the only American Whiskey producer that distills Bourbon, Rye, Corn and Wheat Whiskeys.

The Trybox Series is available in a 750ml bottle size, packaged three to a case, and is bottled at the full traditional barrel entry proof of 125, or 62.5% alcohol/volume.  The suggested national average retail price will be $24.99, and it will launch in most markets across the country.  The Trybox Series is offered in an upscale package, contemporary yet with elements that are based on traditional distillery sample bottles.  The labels detail the “Main” and “Secondary” grains used in that particular whiskey, and subtle color changes differentiate each whiskey style.  All the bottlings will utilize a rich, metallic copper cap, hearkening back to the copper stills so important for American Whiskey distillation.
New make whiskey, traditionally referred to by distillers as “White Dog”, is American whiskey in its most raw and elemental form.  It is a very different sensory experience than barrel aged whiskey, offering up grainier and sharper aromas and flavor notes.  Cutting edge mixologists today are discovering new uses for new make whiskey as a unique and appealing cocktail base.

The New Make uses the same grain recipe, or mashbill, as nearly all of Heaven Hill’s award winning Bourbons, including Evan Williams and Elijah Craig. By law, Bourbon must contain a minimum of 51% corn in the mashbill, traditionally combined with malted barley and either rye or wheat.  Heaven Hill’s Bourbon formula, however, and most of the other larger distilleries, has always contained a much higher percentage of corn than the legal minimum.  Heaven Hill also uses one of the highest percentages of malted barley in the industry, despite the fact that it is the costliest grain in the process, because it not only aids in fermentation conversion but it also adds a distinctive earthy sweetness to the distillate.  The Rye New Make utilizes the traditional Heaven Hill rye mashbill , the same that is used to produce world-renowned Rittenhouse Rye.  The Rye New Make adds an element of spicy, sharp fruitiness to the taste.

“We believe our reputation and the breadth of our American Whiskey offerings will make the Trybox Series an important addition to the national whiskey scene,” commented Susan Wahl, Brand Manager for the whiskey portfolio at Heaven Hill. “The ability to offer not only a classic new make Bourbon formula, but also a Rye, Wheat and Corn Whiskey new make will make this a significant extension of the current available whiskey offerings, and highly desirable to enterprising mixologists and whiskey connoisseurs.”

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KY Governor Steve Beshear Joins Heaven Hill For New Rickhouse Dedication

Feb 21

Posted by Bourbon Buzz in Events, News | 1 Comment

BARDSTOWN, Ky. – Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned distilled spirits producer and the world’s second-largest holder of aging Kentucky Straight Bourbon Whiskey, today welcomed Kentucky Governor Steve Beshear to the company’s Bardstown headquarters to help dedicate the newly constructed Rickhouse “J”.  The new whiskey aging warehouse is part of a nearly $5 million expansion to the company’s Bourbon barrel storage capacity, already the second greatest in the world at 900,000 barrels.

Heaven Hill, producers of such renowned American Whiskey brands as Evan Williams Bourbon—the second largest selling Bourbon brand in the US and the world—Elijah Craig Bourbon, Old Fitzgerald Bourbon, Rittenhouse Rye and Bernheim Original Straight Wheat Whiskey, required the additional barrel storage to accommodate the growth in the company’s sales and whiskey production. For the first time in 2010, Heaven Hill produced more barrels of American Whiskey and Bourbon than any other American distiller.   With 49 warehouses in Nelson and Jefferson Counties already filled to the capacity with aging whiskey, the company met the need for additional barrel storage facilities with the construction of two new rickhouses, increasing the company’s barrel storage capacity by an additional 40,000 barrels.

Heaven Hill just recently filled the company’s 6 millionth barrel of fine Kentucky Bourbon in December, thereby becoming only the second continuously operating distillery in the country to do so.

In helping Heaven Hill President Max L. Shapira cut the ribbon and roll in the first 53 gallon, 500 pound barrel, Governor Beshear noted that “Kentucky is internationally known for its rich heritage in the Bourbon industry and this latest expansion at Heaven Hill further enhances that reputation.  The Commonwealth is pleased to partner with one of its signature industries to make these investments possible.”  The Kentucky Economic Development Finance Authority had previously approved Heaven Hill Distilleries for tax benefits through the Kentucky Enterprise Initiative Act, which allows approved companies to recoup state sales and use tax on building and construction materials.

Heaven Hill President Shapira stated that the company “is extremely pleased to be dedicating our new rickhouses, not only because of the growth in our Bourbon and American Whiskey business that has necessitated this expansion, but also because of the positive impact this has on Bardstown, Nelson County and the Commonwealth.”

Beshear and Shapira were joined by local and state dignitaries, as well as executives from the family-owned company and Heaven Hill’s 7th generation Master Distiller, Craig Beam, for the ceremony.  The new warehouse, along with Rickhouse “I” that was completed in December, will be filled in short order to accommodate the demands for Heaven Hill’s products, and will join 18 other rickhouses at the company’s Bardstown facilities and another 29 rickhouses throughout Nelson and Jefferson Counties.

Guests gathered at the Heaven Hill’s award-winning visitor’s center, the Bourbon Heritage Center, and were shuttled out to the warehouse site for the dedication aboard the Heaven Hill Trolley, which is a well-known sight year round throughout Bardstown as it carries riders to all the area’s major attractions.

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 The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

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Heaven Hill Announces Fourth Annual Release of Parker’s Heritage Collection

Aug 10

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BARDSTOWN, KY–Heaven Hill Distilleries, Inc., the country’s largest independent family-owned and operated spirits producer and marketer, announces the September release of the fourth edition of Parker’s Heritage Collection, a limited annual series of rare, aged American Whiskeys that pays tribute to 6th Generation Master Distiller Parker Beam.  The fourth release is a cask-strength, non-chill filtered wheated Bourbon, meaning it uses soft winter wheat instead of rye as the “small grain” to produce a less spicy, rounder Bourbon.

This year’s release of Parker’s Heritage Collection follows last year’s “Golden Anniversary” Bourbon edition, which captured the “American Whiskey of the Year” award from Malt Advocate Magazine, in addition to being named “World’s Best New Release” in Whisky Magazine’s annual 2010 World Whiskey Awards. The 2009 release, a 27-year-old Bourbon, was the first American Whiskey to ever win “Best of Show, Brown Spirits” at the San Francisco World Spirits Competition.

The new release marks the first in the Parker’s Heritage Collection to depart from the traditional Heaven Hill rye-based Bourbon mashbill.  Instead of the more commonly used corn/malted barley/rye recipe, the newest edition uses corn, malted barley and Kentucky winter wheat.  This recipe was first used at Heaven Hill in the spring of 1999, after the company acquired the wheated Old Fitzgerald line of Bourbons.  This new bottling of Parker’s Heritage Collection will mark the first release of Heaven Hill made, extra-aged wheated Bourbon.  And it will delight whiskey connoisseurs because not only is it non-chill filtered, but it also is being released in two very small batch dumps at barrel proof.  And like the previous three editions, it is being released in very limited quantities–only 52 barrels, kept in high storage in open rick warehouses, were dumped for this edition, yielding approximately 4,800 bottles for the United States and limited international distribution.

And in what will be welcome news in still-unsettled economic times, the fourth release, at $79.99, is priced considerably lower than previous releases, which carried an average national retail price of $150 for last year’s “Golden Anniversary” bottling and $200 for the 27-year-old Bourbon released two years ago.  Whiskey aficionados will also appreciate that the natural esters and fatty acids, which are by-products of whiskey distillation and aging, are not stripped away from the Bourbon in a process known as chill filtering, but are left in the whiskey to provide a fuller taste profile and richer mouthfeel.

Packaged in the same upscale 750ml bottle as the previous three editions, the Parker’s Heritage Collection Wheated Bourbon is available in a three bottle case that should start hitting retail shelves during September, nationally recognized as the start of the Bourbon season.

“I am genuinely excited to introduce a nicely aged, cask-strength wheated Bourbon for this next version of my Parker’s Heritage Collection,” noted Heaven Hill’s Parker Beam.  “At this age and barrel-proof, is how a wheated Bourbon shows best…it has the caramel and smoke notes that only ten years in the top floors of our rickhouses can produce.  And it has the long, smooth finish that I always look for in a Bourbon, with that softness that wheat brings to the recipe. I am very pleased that we now have wheated Bourbon that I feel has aged long enough to wear my name on the label.”

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New Evan Williams Infusion Packs a Cherry Zing

Jul 19

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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.

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Heaven Hill Will Sponsor Bars in Louisville Arena

Jul 6

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LOUISVILLE, KY—Heaven Hill Distilleries, the nation’s largest independent family-owned and operated distilled spirits supplier, announced a partnership today with the Louisville Arena Sports and Entertainment Properties (LASEP) to sponsor two new clubs at the KFC Yum! Center, the state-of-the-art arena opening in downtown Louisville in the Fall of 2010. Heaven Hill signed a 10-year commitment to create and sponsor the Evan Williams Bourbon Bar and the Burnett’s V Lounge, two upscale clubs that will be located at the East and West Event Levels of the arena and accessible only to lower level Club Seat Holders.

The new KFC Yum! Center, which will offer state-of-the-art amenities and technology, is one of the centerpieces of downtown Louisville’s redeveloped waterfront and has garnered national praise for its design and functionality. Heaven Hill, a proud corporate citizen of Kentucky and Louisville since the company’s founding just after the end of Prohibition, will be creating its first branded club concepts to support two of the distiller’s top brands—Evan Williams Kentucky Straight Bourbon Whiskey, the second best selling and fastest growing Bourbon in America, and Burnett’s Vodka, one of the top selling vodkas in the nation and the 14th largest overall distilled spirits brand in the US.

The Evan Williams Bourbon Bar, a brand name which honors Kentucky’s first distiller of 1783—whose distillery stood within 300 yards of the new arena on the banks of the Ohio River—will be rendered in warm brown and red Bourbon tones featuring barrelhead décor and wood paneling. It will feature Evan Williams Bourbon, the second-largest selling Bourbon in the United States and the world, as well as several other top brands from the world’s second-largest inventory of aging American Whiskeys, such as Elijah Craig, Old Fitzgerald and Bernheim Wheat Whiskey.

The Burnett’s V Lounge, named after Burnett’s Vodka, the company’s top selling brand, will utilize a clean and crisp brushed silver and white color palette with a design reminiscent of the “ultra-lounges” of Las Vegas. It will offer a full range of traditional cocktails as well as newly-developed drinks featuring Burnett’s Vodka and Gin, PAMA Pomegranate Liqueur, Hpnotiq Liqueur and Lunazul Tequila. Both clubs will be available exclusively to holders of lower level Club Seats, and will also offer a range of dining options.

“Heaven Hill Distilleries’ partnership with the Louisville Arena Authority is tangible evidence of our company’s commitment to the Louisville community, where our distillery and sales and marketing headquarters are located,” said Max L. Shapira, President of Heaven Hill. “Through our Evan Williams Bourbon Bar and our Burnett’s V Lounge, we are pleased to be part of this exciting new addition to Louisville and the Commonwealth of Kentucky.”

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 The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

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Evan Williams Honey Reserve

Aug 12

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Evan Williams Honey ReserveNext month, Heaven Hill Distilleries will release Evan Williams Honey Reserve Kentucky Liqueur, a new product that marries extra-aged Evan Williams Bourbon with real, natural honey. Bottled at an approachable 70 proof and available in both a 750ml and 50ml size, Evan Williams Honey Reserve will be shipping to select markets across the country in September at an average retail price of $14.99 for the 750ml bottle. Heaven Hill tells BourbonBlog.com that it lives up to its tag line of “All Flavor.  No Sting.”

Several established trends in the distilled spirits industry make this right product at the right time for Evan Williams. There is an ongoing success of flavored spirits, whose growth is more than double that of unflavored spirit is the continued popularity of Bourbon, especially Evan Williams which showed a double digit sales percentage increase in 2008.   In addition, there is a growth of mid-tier products, with ultra-premium brands down 2.5% and brands perceived as a better value up 5.4% year-to-date, according to AC Neilsen.

To create a “buzz”, Heaven Hill tells BourbonBlog.com they will use an array of retail display materials while utilizing striking graphics and the “All Flavor.  No Sting”  in yellow and black graphics.  We’ve also heard about drinks called “Honey Splash” and the “Stinger” made with Evan Williams Honey Reserve.

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Heaven Hill Set To Release 3rd Edition of Parker’s Heritage Collection

Jul 28

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Parker's Heritage CollectionHeaven Hill Distilleries, Inc. announces the September release of the third edition of Parker’s Heritage Collection, a limited annual series of rare, aged American Whiskeys that pays tribute to 6th Generation Master Distiller Parker Beam. The third release, the 2009 “Golden Anniversary” edition, specifically celebrates Parker’s 50 years as a distiller, beginning in 1960, by marrying Bourbons from each of his five decades of craftsmanship in a rare and limited bottling.

The Golden Anniversary edition will be offered nationally in a 750ml bottle, like the previous two Parker’s Heritage Collection releases, and will be bottled at 100 proof with an average retail price of $150. The entire production run will only number 1500 three bottle cases.

Only Heaven Hill Distilleries, with the world’s second largest inventory of aging Bourbon and nearly 50% of the world’s supply of Bourbon barrels over 8 years old, could bring these rare and aged whiskeys to market. Parker Beam, along with his son Craig, oversees one of the world’s most highly esteemed distilling operations, where renowned brands such as Elijah Craig, Old Fitzgerald, and Evan Williams, the world’s second largest selling Bourbon, are produced according to Parker and Craig’s seven-generation- old family recipe and yeast strain. Aged in traditional open-rick warehouses in Nelson County, the Bourbons used to make the Golden Anniversary edition were personally selected and married together by Parker, with the majority of the whiskey aged 10 to 20 years, and much lesser amounts of older whiskey.

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