Evan Williams Wants To Spread The Word

Evan Williams is the second-best selling Bourbon in the U.S. It is produced by Bardstown, KY-based Heaven Hill Distilleries, and made under the careful supervision of Heaven Hill’s father and son Master Distillers, Parker and Craig Beam, who represent the sixth and seventh generations, respectively, of the most famous family in American Whiskey. Yet, the bourbon brand is still something of a mystery to many.
Susan Wahl, Brand Manager for Evan Williams, says, “Our buyers feel that they are more in the know, that they feel like Evan Williams is the best Bourbon for the money and they are part of a wise ‘inner circle’ that loyally purchase the brand. So we developed a campaign around the idea of the best kept secrets, and used examples like the best fried chicken or the best blues joint to bring the idea to life.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.