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News Briefs for May 1, 2014

May 1, 2014

Heaven Hill Distilleries has revamped the labeling of its Bernheim Original Straight Whiskey in order to highlight the brand’s seven-year age statement. Previously, the packaging for Bernheim—a 90-proof, straight wheat American whiskey retailing for $29.99 a bottle—featured no age statement. Along with the prominently-displayed “Aged 7 Years” designation, the whiskey’s updated look includes the phrase “Small Batch,” intended to reference Bernheim’s highly-selective distilling process. According to Susan Wahl, Heaven Hill senior brand manager for American whiskeys, Bernheim—which was first introduced in 2005—is well-positioned to benefit from the American whiskey category’s growth, with the label update and age statement adding to its appeal.

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