Wine & Spirit
GROWTH BRANDS- SPIRIT SUPPLIER OF THE Wine Fast YEAR
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OUR 2025 SPIRITS SUPPLIER OF THE YEAR:
HEAVEN HILL by KYLE SWARTZ
Our 2025 Spirits Supplier of the Year is Heaven Hill Distillery. Founded in 1935, Heaven Hill has survived and thrived during the industry’ s up and downs for 85 years, including a 1996 fire that nearly wiped out the company’ s entire production plant in Bardstown, KY. While production subsequently moved to nearby Louisville, the company recently started distilling again in Bardstown with the opening of its Old Heaven Hill Springs Distillery.
Heaven Hill boasts several brands that remain in growth mode despite the current industry pullback. These include 2025 Growth Brands Awards Winners Elijah Craig, Heaven Hill, Widow Jane, Lunazul Tequila and Tequila Ocho.
How did Heaven Hill perform so well during the past year? For answers, we recently spoke with Kate Latts, co-president, Heaven Hill Brands.
BEVERAGE DYNAMICS: HOW DID HEAVEN HILL SUCCEED SO MUCH DURING A DIFFICULT YEAR FOR THE INDUSTRY? KATE LATTS: We’ ve always led with a long-term view. Our independence and family leadership allows us to stay disciplined, focusing on our people, our brands and our partners. That commitment to building with integrity and investing for the future gave us the resilience to not just withstand the challenges, but to keep growing with intention.
BD: WHICH BRANDS LED THE CHARGE? WHY DID THESE BRANDS CONNECT SO WELL WITH CONSUMERS? KL: Agave has been a true growth engine for us. Lunazul Tequila continued its remarkable rise as an approachable, handcrafted tequila, while Tequila Ocho has shown consumers the beauty of single-estate, terroir-driven tequila. At the same time, our American Whiskey portfolio— led by Evan Williams, Elijah Craig, our namesake Heaven Hill Bottled-in-Bond family and the launch of Old Fitzgerald 7−Year— remains foundational. These brands connect because they balance authenticity and discovery: tequilas that feel vibrant and of-the-moment, alongside whiskeys that carry heritage and staying power.
BD: WHAT IS HEAVEN HILL DOING TO REACH GEN Z AND MILLENNIAL CONSUMERS? KL: We’ re intentional about meeting consumers where they are. That means showing up in culture— through music, sports and digital content— but always in ways that feel authentic. Lunazul has built exciting NBA partnerships, Deep Eddy brings its real-fruit spirit to festivals and tailgates, and Elijah Craig connects through PGA and cocktail culture with Old Fashioned Week. What unites it all is that we’ re not just marketing spirits; we’ re creating experiences that are memorable, relevant and worth sharing.
28 StateWays • Fall 2025 www. stateways. com