What Evan Williams Bourbon does

Evan Williams Bourbon is a Kentucky Straight Bourbon Whiskey brand owned by Heaven Hill Distillery, a privately-held Shapira-family company founded in 1935. The brand traces its heritage to 1783, when Evan Williams opened Kentucky's first commercial distillery on the banks of the Ohio River; today it is the world's #2 best-selling Bourbon and the #1 American-owned Bourbon. Its portfolio spans four core straight expressions (Black Label at 86 proof, 1783 Small Batch at 90 proof, Single Barrel at 86.6 proof, Bottled-in-Bond at 100 proof), a flavored and seasonal line (Honey, Apple, Peach, Cherry, Fire, Blackberry, Spiced Apple Cider, Egg Nog, Peppermint White Chocolate Egg Nog), and a Kentucky-exclusive ultra-premium tier called Square 6 (High-Rye, Wheated, High-Rye Rye, plus 12 Year, 23 Year, and Master Blend) handcrafted at the Louisville artisanal distillery at one barrel per day. Production uses a traditional sour-mash process with a 78% corn / 12% malted barley / 10% rye mashbill and ages stock across 63 Heaven Hill warehouses holding 1.7–1.8 million barrels.

Revenue is generated through unit-priced wholesale of bottled bourbon into nationwide retail (grocery, liquor stores, warehouse clubs), supplemented by an e-commerce merchandise storefront, third-party delivery (Uber Eats), and on-site gift-shop and tour sales at the Evan Williams Bourbon Experience visitor center on Louisville's Whiskey Row. Pricing spans $19.99 (1783 Small Batch) to $89.99 (Square 6 High-Rye 750ml), with seasonal/large-format and limited commemorative SKUs at adjacent price points. The go-to-market combines sports-driven top-of-funnel demand generation (MLB/World Series since 2016, NCAA Bourbon Nation across eight universities) with content marketing (40+ recipes), owned social channels, an Insider newsletter, and the cause-marketing American-Made Heroes Foundation Fund, which has donated over $450,000 to veteran nonprofits and recognized 48 veterans on bottles. The brand operates with a small core team (11–50 employees, primarily brand-side) within the much larger Heaven Hill production and distribution infrastructure.

Name

Evan Williams Bourbon

Legal name

Evan Williams Bourbon (Heaven Hill Distillery)

Website

https://evanwilliams.com

Company type

Private

Founded year

1783

Operating status

Operating

Headcount range

11–50 employees

Short description

Evan Williams Bourbon is a Heaven Hill-owned Kentucky Straight Bourbon Whiskey brand and the world's #2 best-selling Bourbon, offering core, flavored, and ultra-premium expressions through nationwide retail, e-commerce, and its Louisville Bourbon Experience visitor center.

Ownership category

akta.pro rank

Product category

Kentucky Straight Bourbon Whiskey

NAICS

Distilleries (31214), Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industry

Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)

Keywords

• Kentucky Straight Bourbon
• Sour Mash Whiskey
• Bottled-In-Bond Bourbon
• Flavored Whiskey
• Bourbon Distillery Experience

Headquarters

HQ city

Bardstown

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Marketing or Sales, Personnel

Revenue model

1. Bourbon Product Sales: Evan Williams generates revenue through the sale of its Kentucky Straight Bourbon whiskeys and flavored variants. The flagship brand is the world's second largest-selling Bourbon, distributed through retail stores nationwide, the company's e-commerce platform, and the Evan Williams Bourbon Experience gift shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Evan Williams Bourbon produces and sells a portfolio of Kentucky Straight Bourbon Whiskeys — including core straight bourbon expressions (Black Label, 1783 Small Batch, Single Barrel, Bottled-in-Bond), flavored and seasonal variants (Honey, Apple, Peach, Cherry, Fire, Blackberry, Egg Nog, Spiced Apple Cider), and ultra-premium Kentucky-exclusive releases (Square 6 High-Rye, Square 6 Wheated, 12 Year Old, 23 Year Old, Master Blend, Derby Festival Edition). The brand also operates the Evan Williams Bourbon Experience, an immersive visitor center and artisanal distillery on Louisville's Whiskey Row serving as an official stop on the Kentucky Bourbon Trail, plus a branded merchandise e-commerce store.

Product overview

Evan Williams Bourbon is a portfolio of Kentucky Straight Bourbons and flavored variants owned by Heaven Hill Brands. The core straight bourbon lineup includes four main expressions: Evan Williams Black Label (86 Proof), 1783 Small Batch (90 Proof), Single Barrel (86.6 Proof, five-time Whiskey of the Year winner), and Bottled-In-Bond (100 Proof). The flavored offerings include Honey, Apple, Peach, Cherry, Fire, and Blackberry variants at 34-65 Proof, plus seasonal Spiced Apple Cider and Egg Nog products. Kentucky-exclusive releases from the artisanal distillery at the Evan Williams Bourbon Experience include Square 6 High-Rye Bourbon, Square 6 Wheated Bourbon, Square 6 High-Rye Rye Whiskey, aged expressions (12 Year and 23 Year), Master Blend, and limited Derby Festival editions. The brand operates the Evan Williams Bourbon Experience tourist attraction in Louisville, KY as an official stop on the Kentucky Bourbon Trail.

Differentiator

Problem solved

Functional benefit

Brands

• Evan Williams Black Label: The flagship Kentucky Straight Bourbon at 86 proof, aged longer than required by law.
• Evan Williams 1783 Small Batch
• Evan Williams Single Barrel
• Evan Williams Bottled-In-Bond
• Evan Williams Honey
• Evan Williams Apple
• Evan Williams Peach
• Evan Williams Cherry
• Evan Williams Fire
• Evan Williams Spiced Cider
• Evan Williams Egg Nog
• Evan Williams Blackberry
• Evan Williams Peppermint White Chocolate Egg Nog
• Square 6 High-Rye Bourbon
• Square 6 Wheated Bourbon
• Square 6 High-Rye Rye Whiskey
• Evan Williams Single Barrel Kentucky Derby Festival Edition
• Evan Williams 23 Year Old
• Evan Williams 12 Year Old
• Evan Williams Master Blend

Products and services

• Evan Williams Black Label Bourbon Flagship Kentucky Straight Bourbon at 86 Proof, aged longer than required by law for a smooth, rich, easy-to-enjoy taste profile. Named after Evan Williams who opened Kentucky's first distillery in 1783.
• Evan Williams 1783 Small Batch Small batch Bourbon at 90 proof pulled from less than 200 hand-selected barrels, honoring the year Evan Williams founded Kentucky's first distillery. Mashbill: 78% corn, 12% malted barley, 10% rye. Extra-aged using traditional sour mash process.
• Evan Williams Single Barrel Handcrafted Bourbon at 86.6 proof, hand-selected barrel by Master Distillers. Five-time winner of 'Whiskey of the Year,' the brand's most decorated expression.
• Evan Williams Bottled-In-Bond 100 Proof Bourbon meeting federal Bottled-in-Bond requirements. Product of one distillation season, one distiller, and one distillery, aged at least four years under government supervision.
• Evan Williams Honey 65 Proof flavored bourbon combining smooth Kentucky Bourbon with natural honey flavor. Notes of honey, allspice, vanilla, and smoke.
• Evan Williams Apple Flavored bourbon blending crisp green apple flavor with smooth Kentucky Straight Bourbon. Refreshing for chilled shots or mixed drinks.
• Evan Williams Peach Kentucky Straight Bourbon blended with sweet Georgia peaches. Enjoyable on the rocks, mixed with iced tea, or as a chilled shot.
• Evan Williams Cherry Maraschino cherry-flavored Kentucky Straight Bourbon with plum and cherry sweetness followed by caramel notes.
• Evan Williams Fire 65 Proof cinnamon-infused Bourbon delivering hot cinnamon taste with smooth Kentucky Bourbon blended in.
• Evan Williams Blackberry Kentucky Straight Bourbon combined with blackberry flavor for a bold yet balanced taste. Serve as a chilled shot, over ice, or with lemonade.
• Evan Williams Spiced Apple Cider (Kentucky Cider) 34 Proof all-American blend of apple cider liqueur and extra-aged Bourbon Whiskey. Best enjoyed warm, available September through fall season.
• Evan Williams Original Southern Egg Nog Ready-to-pour holiday egg nog made with smooth Kentucky Bourbon and real dairy cream. SIP Awards Consumers' Choice and Platinum winner across multiple years.
• Evan Williams Peppermint White Chocolate Egg Nog 30 Proof holiday seasonal combining real egg nog with peppermint, white chocolate, Kentucky Straight Bourbon, and holiday spices.
• Square 6 High-Rye Bourbon 95 Proof handcrafted Bourbon at the Evan Williams Bourbon Experience. High-rye mashbill of 52% corn, 35% rye, and 13% malted barley. 2024 SIP Double Gold, 2024 San Francisco World Spirits Competition Gold, 2023 SIP Double Gold.
• Square 6 Wheated Bourbon 105 Proof handcrafted Bourbon blended from two distinct wheated mashbills. Available exclusively at Evan Williams Bourbon Experience and select Kentucky retailers. 2023 SIP Gold.
• Square 6 High-Rye Rye Whiskey Handcrafted at Evan Williams Bourbon Experience with high-rye mashbill of 63% rye, 24% corn, and 13% malted barley. 2023 Ultimate Spirit Challenge 94 Points.
• Evan Williams Single Barrel Kentucky Derby Festival Edition Limited-edition vintage Bourbon dipped in custom pink wax, with only 1,200 bottles available annually. Aged 7 years, available at varying proofs (ranging from 86.6 to 121 proof across years).
• Evan Williams 12 Year Old 101 Proof Bourbon aged 12 years using the time-honored 1783 formula. Available at Evan Williams Bourbon Experience and select Kentucky retailers.
• Evan Williams 23 Year Old Extremely limited release at 107 Proof, available only at the Evan Williams Bourbon Experience. Features big spice, honey, and mysterious depth.
• Evan Williams Master Blend Rare blend marrying various Evan Williams expressions including 23-year-old, Single Barrel, 1783, Bottled-In-Bond, and Signature Black. Features caramel, citrus, vanilla, and floral notes.
• Evan Williams Black Bourbon EWBE Edition Special edition honoring Kentucky's first commercial distiller, available at the Evan Williams Bourbon Experience and select Kentucky retailers.
• America250 Commemorative Releases Three special commemorative expressions (Evan Williams Black Label, 1783 Small Batch, and Single Barrel) released in patriotic packaging celebrating America's 250th anniversary, with $75,000 Folds of Honor donation supporting educational scholarships for families of fallen or disabled U.S. service members and first responders.
• Evan Williams Bourbon Experience Immersive visitor center at 528 West Main St, Louisville, KY celebrating Evan Williams' legacy as Kentucky's first commercial distiller. First distillery on Whiskey Row and an official stop on the Kentucky Bourbon Trail. Offers tours, tastings, artisanal still viewing, and the ON3 Bar; ticket pricing starts at $17 (age 20 and under) and $20 (age 21+).

Quantifiable outcome

• 5-time winner of Whiskey of the Year
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Folds of HonorcoreGTM or Marketing Partner · 1 May 2026Evan Williams announced a new partnership with nonprofit Folds of Honor as part of the America250 commemorative product launch. The brand committed a $75,000 donation to provide educational scholarships to families of fallen or disabled U.S. service members and first responders. This builds on the brand's longstanding American-Made Heroes program supporting veterans.
• Scout & ScholarminorStrategic or Co-development Partner · 1 November 2021Heaven Hill Distillery partnered with Scout & Scholar, a Bardstown brewery, to release Reclaimed Reward - a special edition barrel-aged Imperial Rye Saison. The beer was crafted to complement the notes of Evan Williams Square 6 Bourbon, using the same rye grain. Artisanal Distiller Jodie Filiatreau collaborated with Scout & Scholar Brewer Lee Northcutt on development.
• American-Made Heroes Foundation FundcoreOthers · 1 January 2020The American-Made Heroes Foundation Fund was established to show Evan Williams' pride in being American-made and owned, and to give back to those who served. Purpose includes providing a platform for sharing inspiring veteran stories, raising public awareness for causes impacting the veteran community, and supporting nonprofit organizations through a specialized grant program. To date, Evan Williams has donated over $450,000 to nonprofits and recognized 48 veteran heroes on bottles.
• Major League BaseballcoreGTM or Marketing Partner · 1 January 2016Evan Williams is a proud sponsor of Major League Baseball and the World Series, first forming a partnership with the national pastime in 2016. The sponsorship includes in-game advertising, post-season partnerships, and connection to America's pastime as an American-made brand.
• University of AlabamaminorGTM or Marketing PartnerEvan Williams sponsors the University of Alabama Crimson Tide football program as part of the Bourbon Nation initiative. The sponsorship includes team-specific cocktail recipes and promotional content during game day events.
• University of FloridaminorGTM or Marketing PartnerEvan Williams sponsors the University of Florida Gators as part of the Bourbon Nation initiative. Team-specific content and cocktails featured for Florida fans.
• Ohio State UniversityminorGTM or Marketing PartnerEvan Williams sponsors Ohio State University Buckeyes as part of the Bourbon Nation initiative. Team-specific cocktails and promotional content for game day.
• Syracuse UniversityminorGTM or Marketing PartnerEvan Williams sponsors Syracuse University Orange as part of the Bourbon Nation initiative.
• University of OklahomaminorGTM or Marketing PartnerEvan Williams sponsors the University of Oklahoma Sooners as part of the Bourbon Nation initiative.
• Texas Christian University (TCU)minorGTM or Marketing PartnerEvan Williams sponsors TCU Horned Frogs as part of the Bourbon Nation initiative.
• University of South CarolinaminorGTM or Marketing PartnerEvan Williams sponsors the University of South Carolina Gamecocks as part of the Bourbon Nation initiative.
• University of OregonminorGTM or Marketing PartnerEvan Williams sponsors the University of Oregon Ducks as part of the Bourbon Nation initiative.
• Kentucky Bourbon TrailcoreGTM or Marketing PartnerThe Evan Williams Bourbon Experience is an official stop on the Kentucky Bourbon Trail, the premier bourbon tourism experience in Kentucky. This designation connects the brand to the broader Kentucky bourbon industry and drives visitor traffic to the Louisville experience.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Jim Beam: Jim Beam is the world's #1 selling bourbon and the most direct competitor to Evan Williams in the value/mainstream Kentucky bourbon segment, owned by Beam Suntory. Both brands compete head-to-head at the $20-25 price point with flagship black-label expressions and similarly extensive flavor lineups.
• Maker's Mark: Maker's Mark is a premium Kentucky bourbon under Beam Suntory, competing with Evan Williams' premium Small Batch and Single Barrel expressions. Both brands emphasize handcrafted production and heritage, with Maker's Mark positioned slightly above Evan Williams in price per bottle.
• Wild Turkey: Wild Turkey is a Kentucky bourbon brand owned by Campari Group, competing directly with Evan Williams in both the mainstream and premium tiers (101, Rare Breed, Russell's Reserve). Both brands leverage Kentucky heritage and Master Distiller-led storytelling.
• Woodford Reserve: Woodford Reserve is Brown-Forman's premium Kentucky bourbon, directly comparable to Evan Williams' premium expressions (1783 Small Batch, Single Barrel, Bottled-In-Bond). Both compete for premium bourbon occasion and the Kentucky Bourbon Trail visitor, with Woodford positioned as Official Bourbon of the Kentucky Derby.
• Bulleit Bourbon: Bulleit Bourbon, owned by Diageo, is a high-rye Kentucky bourbon competing with Evan Williams in the $30-40 premium tier. Both brands target cocktail-occasion consumption and have invested heavily in bar/restaurant distribution as well as retail.
• Four Roses Bourbon: Four Roses is a Kentucky bourbon brand owned by Kirin, known for its ten-recipe bourbon lineup and single-barrel program. It competes with Evan Williams' premium and Single Barrel expressions and shares the Kentucky Bourbon Trail tourism ecosystem.
• Buffalo Trace: Buffalo Trace (Sazerac) is a leading premium Kentucky bourbon competing with Evan Williams in the small-batch and aged bourbon segments. Both brands leverage Kentucky Bourbon Trail placement and have built strong enthusiast followings, with Buffalo Trace's allocated expressions (Pappy Van Winkle, E.H. Taylor) setting category price benchmarks.
• Old Forester: Old Forester, owned by Brown-Forman, is a historic Kentucky bourbon (founded 1870) with a similar heritage-based positioning to Evan Williams. Both brands compete in the standard and 86-100 proof segments and emphasize their Kentucky Whiskey Row/Louisville roots.
• Knob Creek: Knob Creek is a Beam Suntory small-batch bourbon that competes with Evan Williams' 1783 Small Batch and Bottled-In-Bond expressions. Both occupy the $25-40 small-batch/premium segment, with Knob Creek positioned at 100 proof and Evan Williams 1783 at 90 proof.

Broad incumbents

• Jack Daniel's: Jack Daniel's (Brown-Forman) is the world's #1 American whiskey and the dominant American whiskey brand, technically a Tennessee Whiskey but competing for the same occasion and shelf space as Evan Williams. Provides a useful benchmark for category leadership and scale economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/evanwilliamsusa
• YouTubeyoutube.com/channel/UCFzsNp-pY0ZrhdRU3TNwUgQ/featured
• Facebookfacebook.com/evanwilliamsbourbon
• Instagraminstagram.com/evanwilliamsbourbon
• LinkedInlinkedin.com/company/evan-williams-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Evan Williams Bourbon