Evan Williams Bourbon Introduces New Packaging

The Evan Williams bourbon family has a new look.

Evan Williams Black, Evan Williams Bottled-in-Bond and Evan Williams Flavors have all received a new bottles with updated label designs.

Launched in the 1950s, Evan Williams Bourbon has became one of America’s top selling bourbons and Heaven Hill Distillery’s flagship brand. The updated branding is meant to drive further growth, the company says, with “feature key enhancements and a consistent look on the shelf.”

The branding redesigns are as follows:

  • Evan Williams Black has a new glass defined by a curved bulb neck, with a new capsule closure decorated with the Evan Williams’ signature. The face label keeps the brand’s trademark black and gold colors, but with a richer and vibrant gold ink throughout the label, the company says, finished by a new curve at the top to accentuate the bottle. The label continues to feature the story of Evan Williams himself.
  • Evan Williams Bottled-in-Bond now emphasizes the 100-proof, bottled-under-government supervision and single distilling season. Evan Williams Bottled-In-Bond carries over the green and white label colors, reflecting a vintage flare. A new capsule closure with the tax strip seals the bottle and harkens to historic bottled-in-bond packaging requirements.
  • Evan Williams Flavors received a streamlined approach consistent with the franchise with label design enhancements featuring a centered logo. The flavors will also be bottled in the new glass with the new capsule closure.

“Evan Williams Bourbon is a testament to sustained success across the ebbs and flows of the American Whiskey category,” says Julie Cole, Evan Williams senior brand manager. “We’re excited to rejuvenate the Evan Williams family packaging to both enhance the consumer experience and modernize the label design. Evan Williams was an entrepreneurial leader in the bourbon movement, and we continue to honor his success through the award-winning Evan Williams bourbon franchise.”

Changes to the glass, label and capsule affect in the 750-ml., 1-L and 1.75-L sizes, while label changes will be reflected in the smaller sizes. The new packaging is available nationwide, launching now and throughout 2020.


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