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
Photo credit: Evan Williams Bourbon
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.
