The world’s second-largest selling bourbon brand launches a new national advertising push emphasizing its heritage and consistency while expanding college sports partnerships.
Evan Williams Campaign Highlights “Where Bourbon Begins” Heritage
Heaven Hill Distilleries announced today that Evan Williams Bourbon has launched a new marketing campaign centered on its history as Kentucky’s first distiller.
The “Where Bourbon Begins” platform debuts with a 30-second television commercial featuring distillery workers rolling barrels before gathering to share drinks together.
The campaign arrives as bourbon sales continue growing across the United States. Evan Williams, which ranks as the world’s second-largest selling bourbon by volume, aims to reinforce its market position through messaging focused on authenticity and consistent quality.
“For us, Evan Williams Bourbon isn’t just history. It’s about making sure every glass we pour today is as good as the last one,” said Max Stefka, Associate Vice President of Global Whiskey Brands at Heaven Hill. “That’s what Where Bourbon Begins is all about, keeping it real, keeping it consistent, and giving people a Bourbon they can trust.”
The commercial was created with independent agency Method1 and will air nationally across broadcast, streaming, digital, and social platforms starting in October.
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The creative approach shows bourbon production through the lens of the workers who make it. Scenes move from rickhouse operations to social gatherings, using visual elements like steam, sunlight, and barrel patina to connect the production process with consumer experiences.
College Sports Partnerships Expand “Where Bourbon Begins” Reach
The campaign timing aligns with the 2025 collegiate football season, supporting Evan Williams’ multi-year “Bourbon Nation” partnership with Learfield, a collegiate athletics marketing company. The brand currently holds official bourbon sponsorships with eight major university athletic programs.
These partnerships include Alabama, Florida, TCU, Syracuse, Ohio State, Oklahoma, Oregon and South Carolina. Each agreement provides different activation rights, from “Proud Partner” designations to “Official Bourbon Sponsor” titles. The deals encompass stadium signage, branded bars at venues, tailgate events and retail promotions.
The expansion into college sports represents a strategic move to reach bourbon consumers at sporting events. Industry data shows spirits consumption at sporting venues has increased in recent years as venues expand beverage offerings beyond beer.
The “Where Bourbon Begins” campaign will continue through basketball season, maintaining presence across fall and winter sports calendars.
Evan Williams produces its bourbon at the Heaven Hill Bernheim Distillery in Louisville, Kentucky. The brand offers multiple expressions ranging from its flagship Black Label to single barrel and bottled-in-bond variants.
