Evan Williams Bourbon 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 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, Heaven Hill says, 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.
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.