If you’ve ever poured yourself a glass of Evan Williams, you know it’s a bourbon that gets it right every time. Now, the brand is taking that consistency and authenticity to a whole new level with its latest campaign, Where Bourbon Begins.
Evan Williams, the second-largest selling bourbon in the world, is leaning into its roots as Kentucky’s first distiller with a campaign that celebrates not just the bourbon itself, but the people and craft behind it. According to Max Stefka, Associate Vice President of Global Whiskey Brands at Heaven Hill, “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. That’s what Where Bourbon Begins is all about—keeping it real, keeping it consistent, and giving people a bourbon they can trust.”
The campaign comes alive in a new :30 commercial that follows the Evan Williams team in the rickhouse, rolling barrels and then gathering afterward to share a glass at home. Steam rising from the barrels, sunlight cutting through the warehouse, and the camaraderie of sharing bourbon with friends are all captured beautifully. It’s storytelling that highlights craft, connection, and those moments we all savor with a great bourbon.
Authenticity at the Core
Where Bourbon Begins isn’t just about visuals. It’s about reminding bourbon lovers that true authenticity comes from consistency, craftsmanship, and real human connections. Every bottle carries the legacy of Evan Williams, a brand that has been trusted for generations.
Developed with creative agency Method1, the campaign is hitting broadcast, streaming, digital, and social platforms just in time for college football season and will continue through basketball season. For those of you who love bourbon and sports, this one hits all the right notes.
Bourbon Nation and Game Day Traditions
As part of the campaign, Evan Williams is expanding Bourbon Nation, its partnership with Learfield, which connects the brand to college athletics across the country. Think branded bars in stadiums, tailgate activations, and in-store programs. Evan Williams is staking its claim as “Game Day’s #1 pour,” sponsoring teams like the Alabama Crimson Tide, Florida Gators, Ohio State Buckeyes, and many more.
It’s about elevating the fan experience responsibly—bringing bourbon to the moments we celebrate, cheer, and connect.
A Legacy That Still Matters
Evan Williams isn’t just a name on a bottle. It’s Kentucky history in a glass. Founded in 1783 along the Ohio River, it remains crafted the right way using time-honored methods. It’s an American-made, American-owned bourbon that honors heroes through its American-Made Hero labels and now supports the American-Made Heroes Foundation Fund.
Whether you’re sipping it neat, sharing it with friends, or enjoying it at a tailgate, Evan Williams Bourbon continues to deliver that consistency and authenticity that bourbon fans crave. For a deeper dive, you can experience the Evan Williams Bourbon Experience along the Kentucky Bourbon Trail or check out more at EvanWilliams.com.
And as always, Heaven Hill reminds us to think wisely, drink wisely.