Heaven Hill redesigns Elijah Craig Small Batch

Heaven Hill has revamped the packaging for Elijah Craig Small Batch Bourbon to celebrate its “unwavering” commitment to the brand.

1789 is embossed on the glass – the year Rev. Elijah Craig founded his distillery

The newly designed bottle is taller and has cleaner lines to appeal to “today’s discerning Bourbon drinker”.

The brand name and Kentucky Straight Bourbon Whiskey directly decorate the bottle with a small textured paper label on the bottom of the bottle’s front which includes Rev. Elijah Craig signature. Crowning the bottle, its cork closure is made of wood that is stained dark brown.

Using a custom-designed mould, 1789 is embossed on the glass – the year Rev. Craig founded his distillery.

Elijah Craig Small Batch is made exclusively from batches of 200 barrels or less of 8-year-old to 12-year-old Kentucky Straight Bourbon Whiskey, with a large percent from the older barrels.

Max L. Shapira, president, Heaven Hill Distillery, and second-generation family member, said: “At a time when the demand for Bourbon is at record levels, we are renewing our commitment to crafting Elijah Craig Small Batch so we can have it more available for the market, rather than on allocation, inaccessibly priced or simply out of stock.

“Our new bottle design celebrates Elijah Craig Small Batch’s promise of being a premium Bourbon of the highest quality in our industry.”

Co-master distiller Denny Potter added: “We are confident that through our stringent barrel selection process we will maintain the desired taste profile and quality that have made Elijah Craig Small Batch one of the most critically acclaimed Bourbons in the world.

“We can do this because barrels, no matter their age, mature at different rates that depend on their location in our natural open rick warehouses. We choose only those barrels that meet our exacting standards for complexity. They are the cream of the crop that annually account for about one-half of one percent of all of our ageing stocks.”

In January this year, Heaven Hill Brands lowered the age of its 12-year-old Elijah Craig Small Batch Bourbon as stocks came under “increasing pressure” from soaring global demand.