Heaven Hill Primed For Further Growth, With Bourbon Leading The Way

Heaven Hill Brands marked a changing of the guard last year when it named Kate Latts, daughter of longtime company CEO Max Shapira, as co-president along with her husband Allan Latts, with Shapira becoming executive chairman. The Kentucky-based distiller is known for American whiskey above all—with more than 1.9 million barrels of Bourbon aging in its warehouses—but has assembled an impressive portfolio over the years that also includes rising labels like Deep Eddy vodka and Lunazul Tequila.

Deep Eddy is in position to cross the 2-million-case mark in the U.S. this year, according to Impact Databank, while Lunazul is likely to blow past 1 million cases if current trends hold. “So many people, especially in Kentucky, think of Heaven Hill as a Bourbon company, but in fact American whiskey is only 30% of the overall business,” says Kate. “We have a huge presence in vodka, gin, Tequila, brandies, and imported liqueurs.”

While diversification has benefited the portfolio, Heaven Hill remains a major player in the ongoing whiskey renaissance in the U.S., led by 3.4-million-case Evan Williams and upscale label Elijah Craig, which earned Impact “Hot Brand” honors after jumping 34% to just over 400,000 cases last year. The company’s capacity is set to increase significantly with the addition of a new distillery in Bardstown, Kentucky, which will be called Heaven Hill Springs.

The expansion comes as Heaven Hill’s Bernheim facility in Louisville—which produces 450,000 barrels a year—has maxed out capacity. Heaven Hill Springs is expected to open in the fourth quarter of 2024. “Bardstown is our official headquarters and our historic home, so it’s a special place for us,” says Allan. The new distillery will be able to produce 10 million proof gallons, or 150,000 barrels, a year, with the first finished whiskies expected by 2028-2029.

Kate says Heaven Hill is focusing on six brands for major growth growing forward: Evan Williams, Elijah Craig, Larceny, and Heaven Hill Bottled in Bond whiskies, as well as Deep Eddy and Lunazul. “We see opportunity for those to become iconic, beloved brands,” she says. Allan adds that part of Heaven Hill’s evolution over the years has involved focusing on brands over categories and those six stars are ripe for that effort. “We’re focusing our investment and mental energy on where consumers are,” he says. “Today, that’s largely American whiskey, plus Tequila and vodka.”

Acquisitions have also been part of the growth mix. Last year, Heaven Hill purchased the Samson & Surrey portfolio of fast growing super-premium brands including Ocho Tequila, Widow Jane American whiskey, Brenne French whisky, Bluecoat gin, Vago mezcal, and FEW Spirits, which encompasses several whiskies and gins. That range has been growing at 60%, with depletions nearing 150,000 cases and sales totaling $40 million as of last year. Kate says Heaven Hill will unlock further potential for the Samson & Surrey stable. “The whole portfolio has great potential, interest, and excitement,” Allan adds.

Market Watch has a full feature on Heaven Hill in its June issue.

Tagged : Deep Eddy, Elijah Craig, Heaven Hill, Larceny, Lunazul

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