Heaven Hill Brands is adding to its portfolio of Evan Williams Flavours with the release of Evan Williams Peach this spring.
Evan Williams Peach is described as being true to its tagline: ‘No Fuzz. All Flavour’ – combining the smoothness of Evan Williams bourbon with a fresh peach taste. Bottled at 70 proof, it can be served as a chilled shot, on the rocks or mixed in a cocktail.
Flavoured whiskeys continue to be one of the hottest segments of the spirits industry, with sales currently up 20%, according to Nielsen ratings, and Evan Williams Flavours, led by Evan Williams Honey, are growing at a rapid, double-digit rate. With peach emerging as one of the ‘hottest’ flavours in 2014 across the spirits industry, Evan Williams Peach is right on target to maximize this market trend.
Evan Williams Peach will be initially available starting May 1 to the following markets: Texas, South Carolina, Kentucky, Virginia, North, Carolina, Georgia, Upstate New York, Ohio, Arkansas and California.
This new flavour is packaged in the recognisable square Evan Williams bottle, with a contemporary, see-through label featuring a stylized peach, and the logo for Evan Williams, the second largest selling brand of bourbon globally.
Evan Williams Peach will be supported by an array of retail display materials allowing stores to prominently display the product and capture consumer attention. As an added incentive for trial, the 750ml size will also feature a US$7 mail-in rebate, where legal.
“Given the growth of the Evan Williams brand and the continued success of our flavour line, we fully anticipate Evan Williams Peach to play a key role in continuing to expand our presence within the flavoured whiskey category,” says Chris Ratterman, Evan Williams brand manager. “The blend of fresh peach with Evan Williams Bourbon capitalises on market trends, and has already generated much excitement among the trade and consumers in our lead markets.”
20 April 2015 - Felicity Murray The Drinks Report, editor