Evan Williams Bourbon Signs With Shyne Agency

1/18/2012 6:10:29 AM

Licensing Agency of Record for bourbon company

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The Shyne Agency announced today that it has been selected as the Licensing Agency of Record for Heaven Hill's Evan Williams Bourbon brand, one of the nation's fastest growing bourbon brands. The agency will leverage the long-standing tradition of Evan Williams Bourbon into both food and non-food categories to reinforce the incredible growth the brand has experienced over the past several years, including six straight years of exceeding category growth.

Shyne Agency will help Evan Williams extend the brand's history, tradition, namesake, logo, packaging, artwork and brand position into multiple categories including food, apparel, housewares, and within other activities where bourbon drinkers are present.

“Evan Williams has always delivered a bourbon that our consumers could count on – it's a smooth bourbon and is priced right,” noted Susan Wahl, Senior Brand Manager for Evan Williams at Heaven Hill. “Bourbon consumers love to use our product in a variety of ways, and through licensing, Evan Williams will continue to deliver by bringing them new products that stay true to our brand promise.”

With a history dating back to 1783, when the brand's namesake was named Kentucky's First Distiller, the brand has always had a loyal following of consumers that knew they were getting more bang for their buck. The brand is available nationally through mass retailers, grocery, drug, convenience and club stores. Over the last 10 years, Evan Williams Bourbon has increased its effort to drive brand awareness through national print, TV and online marketing, retail promotions and sponsorships of organizations such as the Bass Anglers Sportsman Society and Championship Bull Riding.

“Our team's experience in licensing and brand extension, combined with in-depth knowledge of the bourbon category, make this a very exciting opportunity for us,” said Greg Meunier, Shyne Agency President. “It is our goal to build a licensing program that not only reinforces the brand's promise with existing consumers, but also reaches out to those that have yet to experience Evan Williams through new products and retail channels. We’re thrilled to have them working with us.”

Evan Williams has been involved with fishing for numerous years and sponsors Elite Series pro Jason Quinn. The Strike King recently signed with Shine Agency as well.