Heaven Hill and WES Brands tease release

Heaven Hill Brands has collaborated with Flecha Azul Tequila owner WES Brands on a new spirits innovation due to launch in the coming weeks.

Details about the spirits launch are currently being kept secret, but will be announced towards the end of the summer, both companies said.

Shelly Stein, chairman of the advisory board of WES Brands, said: “We’re anticipating strong excitement from the spirits community for this unprecedented release.

“We couldn’t be prouder to work with Heaven Hill on this, knowing their reputation and history in the whiskey category.”

WES Brands was established in 2021 to develop brands in the alcoholic beverage category. Its portfolio also includes BSB Flavored Whiskey.

Heaven Hill Brands was founded in 1935 and is based in Kentucky, US. It is the biggest family-owned, independent spirits producer and marketer in the US, and the world’s second biggest holder of Kentucky Bourbon. Its portfolio includes Evan Williams, Elijah Craig and Henry McKenna Bourbons.

Kate Latts, Heaven Hill co-president, added: “We are excited to partner with WES Brands on their latest project. Knowing of their past wins as a leading spirits incubator, we are more than confident that consumers will share our excitement when this partnership is officially revealed.”

Latts, third-generation family member, was named co-president alongside her husband, Allan Latts, last year.

The pair assumed the roles of co-presidents on 1 September 2022. Former president Max Shapira moved into the new position of executive chairman.

Both Kate and Alan Latts spoke to The Spirits Business last year about their outlook for the company.

Actor Mark Wahlberg acquired a stake in Flecha Azul Tequila in January 2022.