Evan Williams Peach Bourbon to launch in May

Heaven Hill is expanding the Evan Williams flavour portfolio with the release of new “no fuzz, all flavour” peach Bourbon.

Fresh peach is blended with Evan Williams Kentucky Straight Bourbon Whiskey, and bottled at 35% abv

The range, which is led by Evan Williams Honey, will feature the new flavour in select states across the US from May in a bid to capitalise on the growing demand for flavoured whiskey products.

Fresh peach is blended with Evan Williams Kentucky Straight Bourbon Whiskey, and bottled at 35% abv, with the resulting flavour described as “sweet peach with hints of honey and caramel”.

“Given the growth of the Evan Williams brand and the continued success of our flavour line, we fully anticipate Evan Williams Peach to play a key role in continuing to expand our presence within the flavoured whiskey category,” said Chris Ratterman, Evan Williams brand manager.

“The blend of fresh peach with Evan Williams Bourbon capitalises on market trends, and has already generated much excitement among the trade and consumers in our lead markets.” 

Evan Williams Peach is designed to be consumed as a chilled shot, on the rocks, or mixed into a cocktail.

The new offering will be promoted with a visual campaign of retail display materials, and the 750ml size will offer a US$7.00 mail-in rebate where possible.