Heaven Hill Stoking Interest In Higher-Proof And Bottled-in-Bond Whiskies

Kentucky’s Heaven Hill Brands is among the leading players in American whiskey, with annual volume of above 4 million cases, according to Impact Databank. So far this year, the company has seen growing interest in its portfolio, with higher-end offerings—especially limited editions and barrel proof bottlings—drawing in consumers, even as the wider Bourbon category has slowed somewhat.

“We’re seeing the most excitement in our higher proof and limited edition items,” Susan Wahl, Heaven Hill’s vice president of American whiskey, tells SND. “Those are things that people are looking for to complete their collections or to taste against other products within their lineups.”

Wahl points to ongoing success for both Elijah Craig and Larceny barrel proof bottlings, with each brand releasing three barrel proof whiskies every year. Elijah Craig, including its flagship small batch and limited editions, was up 1% to 406,000 cases for 2023, with its new Toasted Barrel whiskies ($55 a bottle) creating additional interest in the brand. Larceny, meanwhile, rose 14.5% last year to 158,000 cases. “We’re seeing Elijah Craig and Larceny have a resurgence of activations that have brought them in front of consumers in different ways from a marketing perspective,” she says. “They’re driving a lot of our growth.”

At the most premium heights of Heaven Hill’s portfolio—including releases like the Old Fitzgerald Bottled-in-Bond decanters ($140), the company’s Heritage Collection ($300), and the new Grain to Glass collection ($100)—Wahl says sales and interest remain strong, even with consumers facing challenging economic conditions. Heaven Hill’s namesake Bottled-in-Bond release has also been a growth engine for the company at the higher end. Last year it grew by more than 150%, reaching 41,000 cases.

“Right now, those limited-edition items are where a lot of the activity continues to play out,” says Wahl, adding that despite some economic uncertainty, the consumer is still spending. “What sets us apart is that we have a really wide range of products and we’re able to do most of those at very affordable prices for consumers in comparison to other high-end releases.”

Elsewhere in the portfolio, Evan Williams is garnering growth from its Bottled-in-Bond release and Evan Williams 1783, the brand’s small batch whiskey. The latter posted solid gains in 2023, up 10.8% to 154,000 cases, and Wahl says its upswing has continued this year. “Our Evan Williams Bottled-in-Bond has been really strong both in the on-premise as well as in the off-premise,” she says. “The other shining star has been Evan Williams 1783 Small Batch. I think for a long time people didn’t understand what 1783 was within the Evan Williams lineup. Now that we’ve put some packaging changes to it and a bit more emphasis on the liquid, it’s getting a lot of love.”

While Bourbon is Heaven Hill’s bread-and-butter when it comes to American whiskies, Wahl says the company is bullish on rye, with offerings from Rittenhouse and Elijah Craig finding audiences. Rittenhouse, says Wahl, is a standout in the on-premise and a popular choice among bartenders for its quality-to-price ratio. Last year, Rittenhouse reached 80,000 cases, up 2.6%, according to Impact Databank.—Shane English

Tagged : Elijah Craig, Evan Williams, Heaven Hill, Larceny, Rittenhouse

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