Whisky Advocate Blog

Described as “All flavor, no sting.”  Details below from their press release. If you like whiskey liqueurs, you might want to check it out.

EVAN WILLIAMS HONEY RESERVE FLAVORED BOURBON TO BE LAUNCHED IN SEPTEMBER

New bottling leverages popularity of both flavored spirits and Evan Williams Kentucky Straight Bourbon.

BARDSTOWN, KY–Heaven Hill Distilleries, Inc., the country’s largest independent family-owned and operated spirits producer and marketer, announces the release of Evan Williams Honey Reserve Kentucky Liqueur, a new product that marries extra-aged Evan Williams Bourbon with real, natural honey.  Bottled at 70 proof and available in both a 750ml and 50ml size, Evan Williams Honey Reserve will be shipping to select markets across the country in September at an average retail price of $14.99 for the 750ml bottle.

Evan Williams Honey Reserve takes advantage of several established trends in the distilled spirits industry in general and the American straight whiskey category in particular.  First is the ongoing success of flavored spirits, whose growth is more than double that of unflavored spirits; second is the continued popularity of Bourbon,  especially Evan Williams which showed a double digit sales percentage increase in 2008; and thirdly the growth of mid-tier products, with ultra-premium brands down 2.5% and brands perceived as a better value up 5.4% year-to-date, according to AC Neilsen.  By combining 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 all-natural pure honey, Evan Williams Honey Reserve is the right product at the right time.

Packaged in the highly-recognizable square Evan Williams bottle, with a clear label carrying a striking and stylized rendition of a honey bee and a black and yellow capsule closure, Evan Williams Honey Reserve draws on the equity of the Evan Williams brand franchise, but with a contemporary flair.  At an approachable 70 proof, and with the addition of pure honey that gives it a sweet, easy-to-drink Bourbon flavor, Evan Williams Honey Reserve lives up to its tagline of “All Flavor.  No Sting.”

“We have seen remarkable success with Evan Williams Black Label and Evan Williams Single Barrel Vintage Bourbons,” asserted Heaven Hill brand manager Susan Wahl.  “Given the strength of the Evan Williams brand franchise and the on-going success of the flavored spirits sub-category, we believe it is the perfect time in which to launch Evan Williams Honey Reserve.  And with a very approachable price point and a full range of retail and on-premise marketing materials available, we are expecting this to fly off the shelves.”

To create a “buzz”, Evan Williams Honey Reserve is supported by an array of retail display materials–including a permanent wire rack, floor bin, 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 chiller machines, posters, table tents, T-shirts, shot glasses and buttons will be made available.  All POS materials utilize striking graphics and the “All Flavor.  No Sting.” positioning, rendered, appropriately, in yellow and black graphics.  Support materials also emphasize that Evan Williams Honey Reserve can be consumed as a shot or in a variety of delicious simple cocktails such as the Honey Splash and the Stinger.