Evan Williams Launches “Where Bourbon Begins” Campaign Celebrating Authentic American Whiskey

New National Campaign Honors Kentucky’s First Distiller and Showcases Bourbon Nation as Game Day’s #1 Pour

BARDSTOWN, Ky. (Oct. 8,  2025) — Evan Williams Bourbon, the world’s second-largest selling Bourbon, today unveiled its new “Where Bourbon Begins” campaign, reaffirming its place as a standard bearer of authentic American Whiskey. Rooted in Evan Williams’ legacy as Kentucky’s First Distiller, the platform highlights the brand’s uncompromising commitment to quality and consistency with every glass.

“For us, Evan Williams Bourbon isn’t just history. It’s about making sure every glass we pour today is as good as the last one,” said Max Stefka, Associate Vice President of Global Whiskey Brands, Heaven Hill. “That’s what Where Bourbon Begins is all about, keeping it real, keeping it consistent, and giving people a Bourbon they can trust.”

The new :30 spot can be viewed here.

It brings the story of Evan Williams to life through the people who make it, following team members as they work together in the rickhouse rolling barrels before shifting to a scene where they gather afterward to share a glass at home. The creative highlights the craft and camaraderie of bourbon-making, capturing the people who build it together and then share in the moments it creates. Dramatic textures of steam, sunlight, and patina bring to life the arenas of Bourbon, whether inside the rickhouse, around a backyard fire pit, or in the stands on game day.

A Campaign Grounded in Authenticity

“Where Bourbon Begins” invites whiskey fans to discover the roots of America’s native spirit through a Bourbon trusted for generations. The campaign underscores Evan Williams’ belief that a brand is only as good as its last glass, and that true authenticity lies in consistency, craftsmanship, and real connections.

The campaign and commercial spot were developed in partnership with independent creative agency Method1. The new :30 spot will run nationally across broadcast, streaming, digital, and social platforms beginning in October, aligning with the 2025 collegiate football season and continuing into basketball season.

Bourbon Nation: Where Game Day Meets Tradition

As part of the campaign, Evan Williams will continue to grow Bourbon Nation, its multi-year partnership with Learfield, a leader in collegiate athletics. Bourbon Nation taps into the traditions and celebrations that define college sports and unites fans nationwide as Game Day’s number one pour. Current sponsorships include:

• Alabama Crimson Tide® – Proud Partner of the Crimson Tide®
• Florida Gators® – Proud Partner of the Florida Gators®
• TCU Horned Frogs® – Official Bourbon Sponsor of The Horned Frogs®
• Syracuse Orange – Official Bourbon of Syracuse Athletics
• Ohio State Buckeyes – Official Bourbon Sponsor of Ohio State Athletics
• Oklahoma Sooners – Official Bourbon Sponsor of Oklahoma Athletics
• Oregon Ducks™ – Official Bourbon Sponsor of Oregon Athletics™
• South Carolina Gamecocks® – Official Bourbon Sponsor of the South Carolina Gamecocks®

From branded Bourbon Nation Bars in stadiums to tailgate activations and in-store programs, Evan Williams is committed to elevating the fan experience through responsible enjoyment and memorable game day moments.

About Evan Williams Bourbon

The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world’s second-largest selling Bourbon. In 1783, the brand’s namesake opened Kentucky’s First Distillery on the banks of the Ohio River. Many years and barrels later, Evan Williams Bourbon is still produced the right way, using the same time-honored methods. As an American-made and American-owned brand, Evan Williams has recognized true American heroes through their exceptional stories of honor and bravery on special edition American-Made Hero labels for the past nine years, now supported by the American-Made Heroes Foundation Fund. The Evan Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of Evan Williams through an immersive visitor’s center experience which brings to life the history and tradition of Kentucky’s native spirit as an official stop on the Kentucky Bourbon Trail. Learn more at www.EvanWilliams.com. Heaven Hill reminds everyone to think wisely, drink wisely®.

About Heaven Hill Distillery

Founded in Kentucky by the Shapira family in 1935, Heaven Hill Distillery continues its legacy as one of the foremost American Whiskey producers. Heaven Hill has cultivated the traditions and history of America’s Native Spirit with its fierce independence, passionate family ownership, dedication to quality, and thoughtful innovation. Today, Heaven Hill Distillery maintains over 2 million barrels aging in more than 70 warehouses throughout Nelson and Jefferson Counties. It is home to an award-winning collection of American Whiskeys including Elijah Craig Bourbon, Evan Williams Bourbon, Old Fitzgerald Bottled-in-Bond, Heaven Hill Bottled-in-Bond, Henry McKenna, Parker’s Heritage Collection along with its extensive and diverse collection of unique and innovative products. In the past five years alone, Heaven Hill Distillery has been named Distiller of the Year eight times, including 2024 and 2023 Whisky Magazine Distillery of the Year. Other recent honors include 2024 and 2025 San Francisco World Spirits Competition’s Most Awarded Distillery and the 2023 Icons of Whisky World’s Best Small Batch Bourbon. For more information, please visit www.heavenhilldistillery.com.

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It’s the time of year when the shorter days and darker evenings go by in a blur. This is whisky season, and if you’re tempted to hunker down by the fire, then these are the whiskies to have in your glass.

October Outturn is now live. 

WRITING DESK TRANSPOSITION

CASK NO. 11.57

AGE:  9 years

CASK:  New oak HTMC hogshead

IF I WERE A LADY AND YOU WERE A CARPENTER

CASK NO. 5.125

AGE:  20 years

CASK:  1st fill ex-bourbon barrel

COMPOTE IN THE CARIBBEAN

CASK NO. 60.43

AGE:  10 years

CASK:  2nd fill hybrid hogshead

OOZES DECADENCE

CASK NO. 41.167

AGE:  15 years

CASK:  1st fill oloroso hogshead

SOFT, WAXY OILINESS

CASK NO. 112.132

AGE:  9 years

CASK:  1st fill ex-bourbon barrel

AN ISLAND SWEETIE SHOP

CASK NO. 162.2

AGE:  4 years

CASK:  New chinkapin oak barrel

WARM-REEKIN’, SAUSAGES…!

CASK NO. 112.72

AGE:  8 years

CASK:  2nd fill moscatel hogshead

BROWSE OCTOBER OUTTURN HERE

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The Scotch Malt Whisky Society Canada
Suite 160
104 – 1240 Kensington Road NW
Calgary, AB  T2N 3P7
403-969-8225
curious@smws.ca
www.smws.ca

In Stock: K&L Liquors’ Every Drop 16 Year Old “Dawning Era”

“Our second batch of K&L Liquors is here and WOW it’s so special I can’t even believe it. I will always refer to this label as the “Every Drop,” but this batch is called “Dawning Era,” in reference to the new phase in our relationship with Kentucky bourbon – buying, blending, and bottling our own juice.

This batch was much more nerve-wracking and complex than the previous batch. It consists of 3 different lots of this famous liquid distilled contractually in Frankfort, Kentucky, and aged near Lawrenceburg for over 16 years. While the tendency in the industry is to not want to waste any of this wildly rare juice, I insisted on tasting every barrel in advance of blending. Having an idea of the volumes – which were, incidentally, ridiculously low – I made a proportional blend of the various casks to mimic the final blend using barrel samples.

But one sample stuck out like a sore thumb, changing the sweet & spicy red fruit-forward old bourbon into a wood-driven monolith. When we removed that barrel – its total volume fewer than 14 liters, so just a few drops in my desk blend – the package came together perfectly. Another barrel, which was so unique and delicious and yielded only 19 liters, seemed to add none of its unique exotic character, so that was held back as well.

The resulting bourbon is delicious beyond my wildest expectations. Now that the final blend is here, let’s evaluate this incredible bourbon.” The color is mahogany (1.6). There’s so much going on here, but you cannot tease it out instantly. This one needs and deserves time to brood and boast in the glass. Once you’ve let it rest, though, we’ve got a huge nose of cherry jam, dark chocolate, coconut, sweet stewed peaches, clove honey, sandalwood, and oiled cedar. The palate is ultra-rich and oily, with the red fruit and chocolate sticking up front and a rich vanilla, dense dark wood, powerful baking spices covering the mid-palate. The finish is long and round, giving this a very open and inviting feel, but it’s so powerful and unctuous. It really is the total package in my opinion. As contrasted by the 15 year version we have more savory complexity on the nose and less dusty tannin on the palate. The red fruit, powerful spice and lack of funky earthy tannin makes this one feel more on the Frankfort side of things compared to the last one which felt more obviously comparable to Lawrenceburg distillate. By any measure this is a stupendously delicious rare find that likely deserves the incredibly high prices our competitors are asking for similar bourbon from the same lots, but K&L Liquors is ALL about creating value for our customers and this whisky does that without a doubt..

–David Othenin-Girard, K&L Spirits Buyer

 K&L Liquors’ Every Drop 16 Year Old “Dawning Era” Batch No. KY-02-25 Barrel Proof Small Batch Kentucky Straight Bourbon Whiskey (750ml)

$275.00

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Email: wine@klwines.com
Phone: (877) KL-WINES (Toll Free 877.559.4637)
K&L Wine Merchants 3005 El Camino Real Redwood City, CA 94061 USA
San Francisco, Redwood City, Hollywood CA

2014 Edradour 10 Year Old “Signatory Vintage” 1st Fill Oloroso Sherry Butt No. 256 Cask Strength Single Barrel Highland Single Malt Scotch Whisky

(750ml)

$79.99

Email: wine@klwines.com
Phone: (877) KL-WINES (Toll Free 877.559.4637)
K&L Wine Merchants 3005 El Camino Real Redwood City, CA 94061 USA
San Francisco, Redwood City, Hollywood CA

Johnnie Walker Blue Label x Rahul Mishra

Johnnie Walker has partnered with fashion designer Rahul Mishra to create a festive Indian release.

The intricate design pays tribute to the rich cultural tapestry of India, honouring rituals, celebrating connections, and walking boldly into a season of festivity. The exquisite celebration edition envisioned by Mishra comes alive with blooming flowers and spirited animals, symbolising a bright beginning full of hope and prosperity.

BUY NOW❯

Johnnie Walker Blue Label x Rahul Mishra Limited Edition Design

This Limited-Edition bottle design offers both connoisseurs and collectors a whisky of distinction paired with a work of art. Bottled at 40% ABV, this intricate design featuring a bright festive night symbolises abundance and joy to come, making it a meaningful gift for loved ones over the festive period.

£230.00

SHOP NOW ❯

Free Next Day Delivery for 12 Months For just £14.95 you can enjoy free next day delivery on all your orders for a whole year! Geographic restrictions apply, see full T&Cs. Find out more ❯

Autumn is a season of turning inwards, when whisky finds its natural place at the heart of the table – shared, savoured, and enjoyed. Not every dram needs to be bold or demanding; sometimes the greatest pleasure lies in whiskies that are open, welcoming, and easy to appreciate.

With our 77th Cask Collection, we present five casks that embody this sense of accessibility. These are whiskies that speak clearly of their character and origins – flavourful yet unpretentious, layered yet effortless to enjoy. Made for sharing as much as for reflection, they offer something for both the curious newcomer and the seasoned enthusiast.

Spanning a wide spectrum – from mineral smoke to orchard fruits, sweet nuts, and gentle spice – Cask Collection 77 celebrates the approachable side of Scotch whisky, without ever compromising on individuality or quality. Together, these casks form a collection perfectly attuned to the season: inviting, expressive, and endlessly drinkable. As always, each bottle reflects the principles that guide our curation: respect for the spirit, care in selection, and a belief that great whisky is best enjoyed by all.

Rare Find unveils landmark partnership with Bodegas Barbadillo

-a defining moment in Rare Find’s 10th anniversary year

Rare Find, the acclaimed independent bottler, continues its 10th anniversary celebrations with the launch of its Autumn 2025 collection – a release that not only showcases four remarkable single malts, but also marks the first results of a landmark partnership with Bodegas Barbadillo.

Since its inception in 2015, Rare Find has earned a reputation for uncovering exceptional distillates and elevating them through guided cask maturation, led by a philosophy of creating whiskies that are “intentionally rare by design.” Now, a decade on, Rare Find’s Autumn 2025 releases represent a pivotal milestone: the debut of a collaboration with one of Spain’s legendary sherry houses.

With almost two centuries of heritage and stewardship of some of Jerez’s oldest soleras, Bodegas Barbadillo stands as a guardian of Andalusia’s wine-making legacy. Based in Sanlúcar de Barrameda, Barbadillo worked with Rare Find to create a bespoke sherry cask seasoning programme. Together, the two makers have developed casks imbued with astonishing depth and oxidative richness – vessels shaped by time, tradition, and the soul of Andalusia. Rare Find’s Autumn 2025 releases are the first chance for whisky lovers to experience that union: Scotland’s finest single malts elevated by sherry casks steeped in Spanish heritage.

To establish the ongoing partnership, the Rare Find team travelled to Barbadillo’s historic bodegas to work alongside the sherry house’s expert oenologists. Among ancient soleras and reliquia casks dating back over a century, they hand-selected Spanish, American, and European oak casks to undergo an intensive 24-month oloroso seasoning process.

Unlike short-term or superficial seasoning, this extended period ensured that every stave is deeply imbued with sherry character – rich with dried fruits, toasted nuts, and oxidative depth.  Once reracked in Scotland, these sherry-seasoned casks contributed structured oxidative complexity to selected Scotch malts, imparting concentrated dried fruit, nut, and spice notes while maintaining the integrity and core character of the spirits.

For the Rare Find Autumn 2025 release, four single-cask, single-malt whiskies finished in oloroso sherry have been selected. Three of the releases originate from the Barbadillo partnership, each highlighting a different wood type and, consequently, a distinct sherry cask influence.

The Autumn 2025 Rare Find releases consist of: 

Longmorn 16 Year Old
Spanish oak Barbadillo 1st fill oloroso sherry finish

Tamdhu 16 Year Old
American Oak Barbadillo 1st fill oloroso sherry finish

Secret Speyside 16 Year Old

European Oak Barbadillo 1st fill oloroso sherry finish

Benriach 9 Year Old
1st fill oloroso barrique finish

Each of the four releases has been bottled without compromise – natural cask strength, natural colour, and no chill filtration – preserving the whisky’s full integrity from bodega to bottle.

Speaking of the Autumn 2025 releases, a Rare Find spokesperson said: “This collection marks one of the most important chapters in our history. Our partnership with Barbadillo has allowed us to work with some of the most extraordinary sherry casks in the world. By bringing together Scotland’s finest single malts and Andalusia’s centuries-old winemaking traditions, we’ve created whiskies that truly embody the Rare Find ethos – exceptional, authentic, and intentionally rare.”

The Rare Find Autumn 2025 releases will be available in select retailers from 13th October 2025. Further details of Rare Find stockists can be found at: www.rarefindwhisky.co.uk/stockists.

Rare Find Autumn 2025 Releases

Longmorn 16 year old

Finished for 10 months in a first fill oloroso seasoned Spanish oak hogshead from Bodegas Barbadillo

55.6%, 203 bottles

£110.00

Aromas of stewed fruit, walnuts, beeswax, and candle smoke. The palate shows sweet notes of apple pie, toffee pennies, cinnamon rolls, and glacé icing, leading to an elegant finish with both sweetness and spice.

Tamdhu 16 year old

Finished for 10 months in a first fill oloroso seasoned American oak hogshead from Bodegas Barbadillo

51.7%, 216 bottles

£120.00

Golden syrup, vanilla pod, apple, and citrus on the nose. The palate is juicy and sweet with candied orange, milk chocolate, chewy toffee, and nutmeg. The finish is warm and sweet. 

Secret Speyside 15 year old

Finished for 10 months in a first fill oloroso seasoned European oak hogshead from Bodegas Barbadillo

58.2%, 184 bottles

£95.00

A resinous nose with linseed oil, marmalade, and icing sugar. The palate shows pronounced sweet spices, caramel-coated hazelnuts, ginger, and cinnamon biscuits. The finish is medium to long.

Benriach 9 year old

Finished for 16 months in a barrique

55.1%, 301

£75.00

A rich nose of BBQ sauce, cocoa powder, and a hint of herbal tea. The palate balances sweet and savoury with dark chocolate, raisin loaf, star anise, and chilli flakes. The finish is medium-dry with clove and lingering chocolate.

About Rare Find

Each Rare Find release is an unrepeatable, limited-edition whisky sourced from sought-after distilleries. With every bottle, we celebrate liquid excellence – meticulously selecting, maturing, and finishing in the highest quality casks to deliver whisky that’s rare by design.

From the millions of casks maturing in Scotland, only a small percentage are destined for single malt bottlings, and from those, only the best become a Rare Find.

Latest Release Now Available

The Macallan Rare Cask, 2025 Release

£315.00*

The Macallan Rare Cask, 2025 Release is now available for purchase from our Online Boutique, with limited availability.The Macallan Rare Cask showcases the perfection that can be delivered when a single note shines. The intense sweet raisin note that can be found within Rare Cask is hard to find in the whisky stocks at The Macallan. Layered with notes of vanilla, dark chocolate and citrus, and enveloped in a rich, velvety mouthfeel, this exceptional single malt delivers an indulgent, sensorial experience from nose to finish.

Every cask of exceptional single malt whisky maturing at The Macallan Estate has its own personality, with subtle nuances that make it unique. From time to time, our Whisky Makers come across a cask that stands apart in a very particular way.

Rare Cask is created from exceptional oak casks which exhibit an intense sweet raisin note, coupled with an incredibly rich, smooth complexity. These hand-selected sherry seasoned oak casks are a rare and special discovery, chosen for their rich depth of natural colour, distinctive aroma and luxurious mouthfeel.

Crafted only from the finest sherry seasoned oak, this expression showcases the perfection that can be delivered when a single note shines, an extraordinary find in the warehouses of The Macallan.

Nose

Finish

PURCHASE RARE CASK

*Price includes UK VAT and Duty. Local taxes will be charged based on the shipping location. 

Johnnie Walker Blue Blended Scotch Whisky

$189.99

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Johnnie Walker Blue Label is crafted from the finest and rarest casks in the producer’s extensive stocks to exemplify the art of blended whiskies. A whisky of power, smoothness, and signature smokiness is the result. Influences from across Scotland are layered in the profile, with the smokiness of the west and the rich, sweet whiskies of the east.

Email: wine@klwines.com
Phone: (877) KL-WINES (Toll Free 877.559.4637)
K&L Wine Merchants 3005 El Camino Real Redwood City, CA 94061 USA
San Francisco, Redwood City, Hollywood CA

JACK DANIEL’S 10 YEAR OLD SINGLE MALT

Selected from barrels first matured in the upper tiers of the warehouses, this whiskey develops a more intense aromatic concentration thanks to greater exposure to climatic variations. On the nose, it reveals notes of lemon muffin, vanilla, and dried fruits, enhanced by a touch of caramel. The palate is generous and well-balanced, moving between sweet smoothness, peppery spice, and deep oak character. The finish displays a rare complexity for an American whiskey.

Bottled at 48.5% ABV.

99 € – DON’T MISS OUT !