Massachusetts Beverage Business



 has launched a multi-million dollar marketing campaign around the theme “Secrets Worth Sharing”.  Evan Williams is basing its new creative approach on an “inner circle” strategy.  According to research conducted by Heaven Hill Distilleries (producers of Evan Williams), loyal consumers feel like they are “in the know” about the best bourbon brand – that Evan Williams is the best kept secret in the category.  To bring this process of discovery to a new audience, the new campaign calls out some of the best kept secrets – such as the “Best Damn Blues Joint in the US” (Rosa’s Lounge in Chicago), the “Best Lake for Prized Largemouth” (Lake Bienville in Florida) or the “Best Fried Chicken in the World” (Stroud’s Restaurant in Kansas City) – and plays off the assertion with “Some Secrets are Worth Sharing”, and the new tag line“Smooth Bourbon. Priced Right. Spread the Word”.
The campaign will utilize print advertising, POS displays, internet marketing, sponsorships, radio advertising – and for the first time, cable TV spots – all executed under the “Secrets Worth Sharing” approach.  The national four color, full-page print ads will run in key publications such as sports illustrated, field & stream, maxim, and  rolling stone.  Evan Williams Bourbon has also become a national sponsor of the popular “The Big Show” on the John Boy and Billy radio network.  Additionally, the brand is participating in national sponsorships of the Bassmaster Elite Series, the Bassmaster Federation Nation, and beginning this year, Championship Bull Riding.

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