Our 2025 Spirits Supplier of the Year: Heaven Hill
Our 2025 Spirits Supplier of the Year is Heaven Hill Distillery. Founded in 1935, Heaven Hill has survived and thrived during the industry’s up and downs for 85 years, including a 1996 fire that nearly wiped out the company’s entire production plant in Bardstown, KY. While production subsequently moved to nearby Louisville, the company recently started distilling again in Bardstown with the opening of its Old Heaven Hill Springs Distillery.
Heaven Hill boasts several brands that remain in growth mode despite the current industry pullback. These include 2025 Growth Brands Awards Winners Elijah Craig, Heaven Hill, Widow Jane, Lunazul Tequila and Tequila Ocho.
How did Heaven Hill perform so well during the past year? For answers, we recently spoke with Kate Latts, co-president, Heaven Hill Brands.
Beverage Dynamics: How did Heaven Hill succeed so much during a difficult year for the industry?
Kate Latts: We’ve always led with a long-term view. Our independence and family leadership allows us to stay disciplined, focusing on our people, our brands and our partners. That commitment to building with integrity and investing for the future gave us the resilience to not just withstand the challenges, but to keep growing with intention.
BD: Which brands led the charge? Why did these brands connect so well with consumers?
KL: Agave has been a true growth engine for us. Lunazul Tequila continued its remarkable rise as an approachable, handcrafted tequila, while Tequila Ocho has shown consumers the beauty of single-estate, terroir-driven tequila. At the same time, our American Whiskey portfolio — led by Evan Williams, Elijah Craig, our namesake Heaven Hill Bottled-in-Bond family and the launch of Old Fitzgerald 7-Year — remains foundational. These brands connect because they balance authenticity and discovery: tequilas that feel vibrant and of-the-moment, alongside whiskeys that carry heritage and staying power.
BD: What is Heaven Hill doing to reach Gen Z and Millennial consumers?
KL: We’re intentional about meeting consumers where they are. That means showing up in culture — through music, sports and digital content — but always in ways that feel authentic. Lunazul has built exciting NBA partnerships, Deep Eddy brings its real-fruit spirit to festivals and tailgates, and Elijah Craig connects through PGA and cocktail culture with Old Fashioned Week. What unites it all is that we’re not just marketing spirits; we’re creating experiences that are memorable, relevant and worth sharing.
BD: What new products did Heaven Hill launch in the last year?
KL: Innovation is part of our DNA. This past year, we introduced Deep Eddy Pineapple, the brand’s first new flavor in several years, and expanded our Elijah Craig line with special Barrel Proof and limited cask finish releases. We also brought new energy to our Heaven Hill Bottled-in-Bond family and introduced Grain to Glass whiskeys that take consumers from heirloom corn in the field to the final pour. The launch of Old Fitzgerald 7-Year brought fresh excitement to one of our most cherished brands, and our partnership with culinary expert Gail Simmons elevated the connection between food, flavor and whiskey. Every launch reflects our balance of honoring tradition while pushing what’s next.
BD: What marketing campaigns and/or promotions worked well for Heaven Hill in the last year?
KL: Several brand campaigns really stood out. Elijah Craig’s Old Fashioned Week has become a tentpole moment, bringing people together around the number-one classic cocktail while giving back more than half a million dollars to hospitality workers. Lunazul showed up court-side with the NBA, making tequila part of the game-day experience. Tequila Ocho brought its vibrant spirit to life with mural art and cocktail culture, and Deep Eddy leaned into fun, real-fruit storytelling with the launch of Pineapple. Evan Williams continued its American-Made Heroes program, honoring veterans and supporting the causes that matter to them, while also expanding its NCAA partnership through Learfield — launched in 2024 and broadened in 2025. These campaigns worked because they connected our brands to real moments of culture and community.
BD: What’s next for Heaven Hill in the years ahead?
KL: We’re building for generations, not quarters. That means continued investment in American Whiskey leadership, with the opening of our new Heaven Hill Springs Distillery in Bard-stown, alongside the growth of our agave portfolio. We’re also committed to sustainability, reducing our carbon footprint, conserving water and supporting regenerative agriculture. As we mark 90 years, our vision is clear: to remain an admired global supplier of consumer-beloved brands, thriving together as a family-owned company for decades to come.
Kyle Swartz is editor of Beverage Dynamics. Reach him at kswartz@epgacceleration.com. Read his recent piece, The State of U.S. Whiskey at Kentucky Bourbon Fest 2025.
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