The launch of Evan Williams Cinnamon Reserve follows closely on the heels of the hugely successful introduction of Evan Williams Honey Reserve, which launched in the autumn of 2009, and Evan Williams Cherry Reserve, which debuted in 2010. Since that time, both have enjoyed great sales success and critical acclaim, including winning a Silver Medal at the San Francisco World Spirits Competition and being named a "Hot Prospect" brand. Evan Williams Cherry and Honey Reserves, and now Cinnamon Reserve, take advantage of established trends in the distilled spirits industry in general and the American straight whiskey category in particular. Among these is the on-going success and growth of flavoured spirits, as well as the continued popularity of Bourbon, especially Evan Williams, which showed the greatest sales percentage increases among high volume brands since 2008, according to A.C. Neilsen. Heaven Hill fully anticipates that infusing Evan Williams extra-aged Bourbon, the second largest selling Bourbon brand in the United States and the world and a "Best Buy Whiskey of the Year" winner, with natural hot cinnamon flavour will yield similar success as that achieved with Evan Williams Honey and Cherry Reserves.
Like the Honey and Cherry Reserves, Evan Williams Cinnamon Reserve is packaged in the highly-recognisable square Evan Williams bottle, with a clear label carrying the Evan Williams logo and a stylised rendition of cinnamon sticks bursting through flames. With a black and orange capsule closure, the packaging draws on the equity of the Evan Williams brand franchise, but with a contemporary flair. Bottled at an approachable 70 proof, and infused with natural hot cinnamon taste that complements the easy-to-drink Bourbon flavour, Evan Williams Cinnamon Reserve lives up to its tagline of "Intensely cinnamon. Incredibly smooth."
"The launch of Evan Williams Honey and Cherry Reserve has exceeded our expectations," stated Assistant Brand Manager Hannah Venhoff. "Given the strength of the Evan Williams brand franchise and the proven success of the flavoured Bourbon sub-category; we believe it is the perfect time in which to launch Evan Williams Cinnamon Reserve. And with a very approachable price point and a full range of retail and on-premise marketing materials available, we are expecting this brand launch to be red-hot!"
To help merchandise the brand, Evan Williams Cinnamon Reserve is supported by an array of retail promotional materials-including shelf talkers, case cards, and a 50ml counter unit-allowing off-premise operators to create impactful displays that will capture consumer attention. In order to generate sampling in bars and restaurants, on-premise POS including T-shirts and shot glasses will also be made available. A targeted trade advertising schedule will also help create awareness among the key retail and on-premise audiences, and a consumer ad schedule in popular consumer magazines such as Sports Illustrated, Maxim and Rolling Stone will feature the flavoured Evan Williams Reserves, including the new Cinnamon Reserve, in national print ads alongside Evan Williams Bourbon. All materials utilise striking visuals and the "Intensely cinnamon, incredibly smooth" positioning, rendered in fiery orange and black graphics. Support materials also emphasise that Evan Williams Cinnamon Reserve can be consumed as a shot or in a variety of delicious simple cocktails such as the Southern Cin, Blazin' Ale and Sweet Apple Spice.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. www.heavenhill.com is the nation's largest independent, family-owned and operated spirits producer and marketer and the world's second-largest holder of Kentucky Bourbon. Heaven Hill's diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett's Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.
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