Evan Williams Bourbon Experience
The Evan Williams Bourbon Experience operates an urban distillery venue on Louisville's Whiskey Row, offering tours, tastings, the ON3 bar, and private events tied to Heaven Hill's Evan Williams bourbon brand (heritage to 1783), serving bourbon tourists, event clients, and consumers reached through Heaven Hill's distribution.
- Company typePrivate
- Founded1783
- HeadquartersLouisville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Evan Williams Bourbon Experience does
The Evan Williams Bourbon Experience is an urban bourbon distillery tour, tasting, and event venue located at 528 West Main Street on Louisville's Whiskey Row, operated as part of Heaven Hill Brands' Kentucky bourbon portfolio. The venue offers guided distillery tours, bourbon tastings, educational exhibits chronicling the brand's heritage to 1783, a gift shop, a private event-hosting function, and the ON3 sports bar, serving bourbon tourists, Kentucky Bourbon Trail travelers, private event clients, and walk-in bar visitors.
Underlying production and product development draw on Heaven Hill's broader bourbon infrastructure: a 1.7 million barrel aging inventory, Master Distiller Conor O'Driscoll's 15+ years of tenure, and a portfolio that includes Evan Williams, Elijah Craig, Larceny, and Henry McKenna, plus the Kentucky-exclusive Square 6 line launched in 2020. The Experience functions simultaneously as a consumer-facing tourism asset, a brand showcase for the parent company's flagship bourbon line, and a channel for merchandise and on-premise sales. Production scale is intentionally small relative to the parent; the Experience venue itself operates with 11-50 employees.
Revenue is generated through ticket admissions ($20/person tours), gift shop and merchandise sales, on-site bar revenue at ON3, private event bookings, and consumer product sales of Evan Williams bourbon distributed nationally through Heaven Hill's wholesale network and partnerships including Uber Eats. Brand-level recognition includes five Whiskey of the Year awards, and the venue participates in the Kentucky Bourbon Trail and NCAA Bourbon Nation sponsorship ecosystem. Heaven Hill Brands, founded in 1935 and privately held, does not disclose segment-level financials.
Evan Williams Bourbon Experience firmographics
Firmographics- Name
- Evan Williams Bourbon Experience
- Legal name
- Heaven Hill Sales Co. d.b.a. Heaven Hill Brands
- Website
- https://evanwilliamsbourbonexperience.com
- Company type
- Private
- Founded year
- 1783
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Evan Williams Bourbon Experience operates an urban distillery venue on Louisville's Whiskey Row, offering tours, tastings, the ON3 bar, and private events tied to Heaven Hill's Evan Williams bourbon brand (heritage to 1783), serving bourbon tourists, event clients, and consumers reached through Heaven Hill's distribution.
- Ownership category
- akta.pro rank
Evan Williams Bourbon Experience industry classification
Industry- Product category
- Bourbon Distillery Tourism & Hospitality
- NAICS
- Drinking Places (Alcoholic Beverages) (72241), Beer, Wine, and Liquor Retailers (4453), Museums (71211)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)
- akta.pro secondary industries
- Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)
Keywords
Where Evan Williams Bourbon Experience is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Evan Williams Bourbon Experience business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Bourbon Product Sales: Sale of Evan Williams bourbon products including Straight Bourbons (Black Label, 1783 Small Batch, Single Barrel, Bottled-In-Bond), Flavored Bourbons (Honey, Apple, Peach, Cherry, Fire, Blackberry), and seasonal products (Egg Nog, Kentucky Cider)
- Visitor Experiences and Tours: Admission tickets for distillery tours ($20 for 21+, $17 for under 21), tasting experiences, and guided bourbon education. Tours last approximately 45 minutes to 1 hour and include historical tour, viewing of artisanal still, and guided tasting.
- Merchandise Sales: Sale of branded merchandise including barware, clothing, gourmet foods, and home goods through the Heaven Hill Distillery Shop and Evan Williams store
- Private Events: Hosting of private events at the Evan Williams Bourbon Experience venue, including corporate events, celebrations, and special occasions
- ON3 Bar: Upstairs urban chic loft bar offering hand-crafted cocktails, sample flights of Evan Williams, and straight pours
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Tour Admission (21+) |
| Unit Pricing | Pay-as-you-go | Reduced Rate Admission (20 and under) |
| Unit Pricing | Pay-as-you-go | ON3 Bar |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Evan Williams Bourbon Experience product offering
Product offeringCore offering
The Evan Williams Bourbon Experience is a bourbon-themed tourism and hospitality venue located in Louisville, Kentucky, associated with Heaven Hill Brands and the Evan Williams bourbon line. Based on the company name alone, the offering centers on distillery tours, bourbon tastings, a gift shop, and branded spirits retail; however, no detailed source content was provided in this request to substantiate specific offerings.
Product overview
Evan Williams Bourbon Experience is a portfolio of Kentucky Straight Bourbon whiskeys and related products under the Heaven Hill Brands umbrella. The core Straight Bourbon lineup includes four expressions: Evan Williams Black (86 Proof), Bottled-In-Bond (100 Proof), 1783 Small Batch (90 Proof), and Single Barrel (86.6 Proof, five-time 'Whiskey of the Year' winner). The Flavored Bourbon collection features seven fruit and spirit-infused variants: Honey, Apple, Peach, Cherry, Fire (cinnamon), Blackberry, and seasonal offerings including Spiced Apple Cider, Egg Nog, and Peppermint White Chocolate Egg Nog. The Kentucky Exclusives line comprises Square 6 artisanal expressions (High-Rye Bourbon, Wheated Bourbon, High-Rye Rye Whiskey), age-stated releases (12 Year Old, 23 Year Old), Master Blend, Derby Festival Edition, and EWBE Edition—all available primarily at the Evan Williams Bourbon Experience and select Kentucky retailers. Additionally, the company operates the Evan Williams Bourbon Experience visitor center on Louisville's historic Whiskey Row as an official stop on the Kentucky Bourbon Trail.
Differentiator
Problem solved
Functional benefit
Brands
- Evan Williams Black Label: Kentucky Straight Bourbon at 86 proof, smooth and easy to enjoy.
- Evan Williams 1783 Small Batch
- Evan Williams Bottled-In-Bond
- Evan Williams Single Barrel
- Evan Williams Honey
- Evan Williams Blackberry
- Evan Williams Apple
- Evan Williams Peach
- Evan Williams Cherry
- Evan Williams Fire
- Evan Williams Kentucky Cider
- Evan Williams Egg Nog
Quantifiable outcome
- 5-time 'Whiskey of the Year' winner for Single Barrel expression
- +2 more outcomes
Companies that use Evan Williams Bourbon Experience
Customer profileSegments3 records
Ideal customer profiles1 record
Evan Williams Bourbon Experience technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Evan Williams Bourbon Experience partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Folds of HonorcoreEvan Williams partners with Folds of Honor to provide educational scholarships to the family members of fallen or disabled U.S. service members and first responders. The partnership includes American-Made Heroes Foundation Fund initiatives and limited-edition bottle features showcasing honorees.
- Kentucky Bourbon TrailcoreThe Evan Williams Bourbon Experience is an official stop on the Kentucky Bourbon Trail, benefiting from coordinated heritage tourism marketing and Bourbon Trail visitor traffic.
- Uber EatsminorHome delivery partnership allowing consumers to order Evan Williams products through the Uber Eats platform for convenient at-home delivery.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Evan Williams Bourbon Experience competitors and assessment
Company assessmentBroad incumbents
- Jack Daniel's Distillery: Brown-Forman's flagship American whiskey distillery in Lynchburg, TN — the largest-scale American whiskey tourism operation in the US, comparable in distillery-tour and tasting model but operating at much larger scale and brand awareness.
- Heaven Hill Brands: Parent company of the Evan Williams brand; one of the largest family-owned spirits producers in the US with a portfolio spanning bourbons, gin, vodka, and liqueurs — provides operating infrastructure, distribution, and brand portfolio context for the Experience.
Direct peers
- Woodford Reserve: Brown-Forman Kentucky bourbon distillery with a well-developed distillery tour and tasting program in Versailles — competing directly for bourbon-tourism visitors and offering a comparable premium tasting experience.
- Wild Turkey Distillery: Campari Group-owned Kentucky bourbon distillery in Lawrenceburg with a visitor center offering tours, tastings, and a tasting room — competing for the same bourbon-tourism visitors on the Kentucky Bourbon Trail.
- Buffalo Trace Distillery: Sazerac-owned Kentucky bourbon distillery in Frankfort with an official Kentucky Bourbon Trail visitor experience offering tours and tastings — directly comparable heritage bourbon tourism operation.
- Jim Beam American Stillhouse: Beam Suntory's flagship bourbon visitor experience in Clermont, KY — an official Kentucky Bourbon Trail stop offering tours, tastings, and cocktail bars directly comparable to the Evan Williams Bourbon Experience.
- Maker's Mark: Beam Suntory-owned Kentucky bourbon distillery in Loretto operating a flagship tourism experience with tours, tastings, and a wax-dipping experience — directly comparable to the Evan Williams Bourbon Experience's visitor-experience business model.
- Old Forester Distillery: Brown-Forman's Louisville Whiskey Row distillery and tourism experience located on the same historic block as the Evan Williams Bourbon Experience — a directly adjacent peer competing for the same downtown Louisville visitor traffic.
- Four Roses Distillery: Kentucky bourbon distillery in Lawrenceburg offering an official Kentucky Bourbon Trail visitor experience with tours and tastings — comparable single-site tourism operation under a similar heritage bourbon brand.
- Bulleit Bourbon at Stitzel-Weller: Diageo's Louisville Whiskey Row distillery and visitor experience located on the same historic block as Evan Williams — a directly competing downtown tourism venue with tours and tastings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Evan Williams Bourbon Experience social profiles
Digital presenceEvan Williams Bourbon Experience financial estimates
Financial estimateRevenue estimate
Valuation estimate
Evan Williams Bourbon Experience leadership team
Management profileNumber of profiles
Evan Williams Bourbon Experience funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Evan Williams Bourbon Experience M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Evan Williams Bourbon Experience
What does Evan Williams Bourbon Experience do?
The Evan Williams Bourbon Experience is a bourbon-themed tourism and hospitality venue located in Louisville, Kentucky, associated with Heaven Hill Brands and the Evan Williams bourbon line. Based on the company name alone, the offering centers on distillery tours, bourbon tastings, a gift shop, and branded spirits retail; however, no detailed source content was provided in this request to substantiate specific offerings.
Is Evan Williams Bourbon Experience a public or private company?
Evan Williams Bourbon Experience is a private company. It is classified as unknown and is currently operating.
When was Evan Williams Bourbon Experience founded?
Evan Williams Bourbon Experience was founded in 1783. It employs 11 to 50 people.
Where is Evan Williams Bourbon Experience based?
Evan Williams Bourbon Experience is headquartered in Louisville, United States, in the North America region.
How does Evan Williams Bourbon Experience make money?
Five revenue lines are on record. Bourbon Product Sales are the primary driver. The others are visitor Experiences and Tours, merchandise Sales, private Events and ON3 Bar.
Who are Evan Williams Bourbon Experience's main competitors?
Broad incumbents on record are Jack Daniel's Distillery and Heaven Hill Brands. Direct peers are Woodford Reserve, Wild Turkey Distillery, Buffalo Trace Distillery, Jim Beam American Stillhouse, Maker's Mark, Old Forester Distillery, Four Roses Distillery and Bulleit Bourbon at Stitzel-Weller.
Does Evan Williams Bourbon Experience have an API?
No public API is recorded for Evan Williams Bourbon Experience.
What industry is Evan Williams Bourbon Experience in?
Evan Williams Bourbon Experience's product category is Bourbon Distillery Tourism & Hospitality. Its primary akta.pro industry code is THAJAGAF, Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka), with a secondary code of THAFALAJ, Spirits/Cocktail Bars Operated by Producers. Its NAICS code is 72241 and its SIC code is 5180.