Evan Williams Bourbon refreshes packagingBy Chloe Ware
Heaven Hill Distilleries has announced a redesign for its Evan Williams Bourbon range, which includes it flagship Black label.
The most significant change comes with the bottle, which now features an embossed reproduction of Evan William’s actual signature taken from an 1800 distilling licence. The signature sits on all four shoulders of the bottle, with the ‘Extra Aged/Sour Mash’ label being moved to the neck.
The only Bourbon packaging to be unaffected by the changes are the more premium expressions Evan Williams Single Barrel Vintage and the Evan Williams 1783 Small Batch Bourbon.
“The new bottles for the 750ml, one-litre and 1.75 litre sizes give a cleaner, yet more branded, look to the package,” said senior brand manager at Heaven Hill Susan Wahl. “As we continue to refine the look of Evan Williams, we have seen the brand outpace the category for seven straight years, giving us a very strong platform on which to make these upgrades.”
Named after Kentucky’s first commercial distiller, who set up his still in 1783, Evan Williams has grown to become the second biggest selling Bourbon brand in the US.
In addition to the modernisation, Heaven Hill is also currently completing the construction of the Evan Williams Bourbon Experience for tourists in downtown Louisville, which will open in the autumn.