New companion bottle extends family look into most popular size of America's 2nd largest selling Bourbon
BARDSTOWN, KY-After a successful national rollout of a new label, Evan Williams, the nation's number two selling Bourbon, is introducing a new 1.75 liter bottle that matches the family look of the 750ml and 1.0 liter bottles.
Just in time for the holidays and the top Bourbon-selling months of the year, Evan Williams, flagship Bourbon brand of Heaven Hill Distilleries, Inc., has created a striking new 1.75 liter that picks up the familiar faceted contoured neck, square shape and gently sloping shoulders of the already-familiar 750ml and 1.0 liter sizes. The new bottle represents the final phase of the packaging revisions to the full line that began with the updating of the face labels-the use of gold foil, and more benefit-oriented product copy. After strong trade and consumer acceptance of the new labels, and the launch of a multi-million dollar national advertising campaign to support Evan Williams, the last piece remaining was the changeover of the top-selling 1.75l size to the complementary proprietary design.
In order to increase trial from new users and retain existing customers for the fall launch, the new 1.75l package will carry, where legal, an on-pack of a deep diving rattling fishing lure. A tried and tested lipless 2 oz. crankbait in a shad pattern, it is perfect for fall fishing throughout most of the US and is attached to the neck of the 1.75l bottle with a blister pack card reading "Smooth Catch."
"When showcased within any of Evan Williams' various floor displays or on the shelf, the new 1.75l bottle will appeal to both current Evan Williams users and competitive users," stated Susan Wahl, marketing manager at Heaven Hill. "And where legal, the lure on-pack will really draw in Bourbon consumers, as they are fully 40% more likely to choose freshwater fishing than other American adults."
Founded in 1935, Heaven Hill Distilleries, Inc. is the nation's largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq Liqueur; Whaler's Rum; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, Ky.
