Heaven Hill Bourbons Named Official UK Athletics Partners
Elijah Craig and Evan Williams Partner with UK Athletics for Venue Naming and Co-Branded Releases
Heaven Hill Brands has announced a multi-year partnership with UK Athletics, naming Elijah Craig the Official Small Batch Bourbon Partner and Evan Williams the Official Bourbon Partner of the Kentucky Wildcats. Announced in Lexington, Kentucky, the comprehensive agreement encompasses venue naming rights, the launch of co-branded whiskeys, and game-day fan engagements across multiple university athletic facilities.
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Co-Branded Single Barrel Bourbon and Exclusive VIP Lounge Naming
The collaboration includes the release of a series of limited co-branded bourbon whiskeys. The inaugural release was selected in Bardstown by J Batt, UK Athletics Director and CEO of Champions Blue LLC, who personally handpicked a barrel of Elijah Craig for bottling. Elijah Craig will also invest in two premium VIP spaces at the University of Kentucky: the Mezzanine Club at Kroger Field will be named the "Elijah Craig Club," and the Bourbon Club at Rupp Arena will become the "Elijah Craig Speakeasy," featuring interior aesthetics that celebrate the brand's rich heritage.
Named after Kentucky's first commercial distiller, Evan Williams will engage fans through its Evan Williams Bourbon Nation initiative at game-day tailgates and fan zones. Heaven Hill's presence will also extend across hospitality areas at Kroger Field, Rupp Arena, Historic Memorial Coliseum, and Kentucky Proud Park. The agreement was negotiated and secured by UK Athletics' multimedia rights partner, JMI Sports.
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Elevating Game-Day Fan Experience and Kentucky Distilling Heritage
J Batt stated that bourbon and the Wildcats are foundational pillars representing Kentucky, serving as cornerstones of the state's culture and economy. Heaven Hill Chief Marketing Officer Matt Blevins remarked that Elijah Craig and Evan Williams authentically showcase the craftsmanship and community spirit inherent in bourbon culture.
Founded in 1935 and headquartered in Bardstown, Heaven Hill Brands is the nation's largest independent family-owned and led spirits company, standing as the world's second-largest holder of Kentucky bourbon and third-largest tequila supplier. The group's portfolio also includes Larceny, Old Fitzgerald, Henry McKenna, and Rittenhouse Rye, and was recognized as a Best Managed Company by Deloitte Private and The Wall Street Journal from 2024 through 2026.
📅 Publication Date: 2026-09-04
🔗 Source: The Whiskey Wash