NABCA’ S ADVISORY COMMITTEE
Jacob Sabel
HEAVEN HILL BRANDS Vice President- Strategic Partnerships
Forward Together, Stronger Tomorrow: A Commitment to Thriving Together
As we look ahead to another year of collaboration within the National Alcohol Beverage Control Association( NABCA), I want to express deep gratitude to Becky Schlauch for her leadership and dedication. Becky’ s contributions have strengthened the control state landscape, and I extend my congratulations to Kathie Durbin as Chair-Elect. Her experience and commitment will help drive continued progress.
At Heaven Hill Brands, we recognize the vital role of the control state system in ensuring a responsible and dynamic industry. As the third-largest supplier in the system, we remain dedicated to meaningful partnerships built on collaboration, shared success and innovation.
CELEBRATING 90 YEARS: THRIVING TOGETHER
This year’ s NABCA theme, Forward Together, Stronger Tomorrow, aligns with a milestone for Heaven Hill— our 90th anniversary. As we celebrate our history, we embrace a forward-focused approach: Thriving Together. These themes reflect our appreciation for the partnerships that have shaped us and will propel us into the future.
Founded in 1935 with no existing whiskey stocks, we have grown into the second-largest holder of aging American whiskey. This milestone comes with a renewed corporate identity, strengthened infrastructure and a bold vision for continued growth.
Our expansion reflects this commitment. This summer, we will open our new corporate offices to support future growth and celebrate the return of distilling to Bardstown with the new Heaven Hill Springs Distillery. This state-of-the-art facility reaffirms our dedication to the industry and the community where our journey began.
FAMILY LEADERSHIP & INNOVATION
Family remains at our core. Under Co-Presidents Kate and
Allan Latts and Executive Chairman Max Shapira, we prioritize strategic investments, thoughtful innovation and adaptability to evolving consumer preferences.
Innovation is key to maintaining our competitive edge within our award-winning portfolio. This year, we proudly received World’ s Best Bourbon for Old Fitzgerald Very Very Special( VVS) 2024 Edition and Best American Rye for the newly introduced Heaven Hill Grain to Glass Kentucky Straight Rye Whiskey at the Whisky Magazine Icons of Whisky Awards.
Beyond bourbon, we continue to meet evolving consumer demand with exciting new offerings. Deep Eddy Pineapple Vodka, crafted with real fruit juice, delivers a refreshing balance of tropical sweetness and smooth vodka character. Black Velvet Canadian Blackberry builds on the legacy of one of Canada’ s most beloved whiskies, infusing ripe blackberry notes into its signature smooth profile. Meanwhile, Old Fitzgerald 7yr Bottled-in-Bond Bourbon Whiskey continues to showcase our time-honored craftsmanship, offering a rich, complex flavor profile that bourbon enthusiasts seek. These innovations reinforce our commitment to quality while expanding our portfolio to engage a broader range of consumers.
STRATEGIC PARTNERSHIPS & GROWTH
Our partnerships continue to elevate our brand and engage consumers. The alignment between Elijah Craig and the PGA, particularly through the Ryder Cup, showcases the synergy between premium bourbon and professional golf. Similarly, Evan Williams’ partnership with college athletics connects our brand with an engaged audience.
EXPANDING IN THE AGAVE SEGMENT
The tequila category is one of the fastest-growing in the industry, and we remain committed to this dynamic space. Tequila Ocho continues to set the standard for craftsmanship, while Lunazul Tequila holds its position as the # 1 100 % agave tequila in Control States. As demand rises, we will continue delivering exceptional products that resonate with today’ s consumers.
A FUTURE BUILT ON PARTNERSHIP
Looking ahead, our focus remains on strengthening relationships within the Control State system and driving innovation that aligns with shared goals. At Heaven Hill, we believe that by working together, we can build a stronger future— one that benefits consumers, partners and the industry as a whole.
We are excited for the opportunities ahead and look forward to another year of collaboration, growth and shared success. Together, we thrive.
JUNE 16-17, 2025 • ANNAPOLIS, MD
BEVERAGE WEEK
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