I make no secrets about the fact I dislike vodka and flavored whiskeys. To be fair, I actually enjoy several vodkas, but most are as the definition says “odorless” and “tasteless.” I’ll take a beautiful Polish or Swedish vodka occasionally.
Anyway, Heaven Hill just sent me a press release that it acquired Deep Eddy Vodka, the No. 1-fastest-growing spirits brand in the US, according to IRI, and its distillery from Eliza Spring, LLC, for an undisclosed amount.
According to the press release, since its introduction in 2010 with the original Deep Eddy Sweet Tea Vodka and Deep Eddy Straight Vodka in 2011, the business has grown to over 500,000 cases and brand achieved extraordinary growth beginning in 2013 with the launch of the Deep Eddy Ruby Red Vodka that resulted in over 300% sales growth.
The press release had a lot more information, including nice quotes from Eric Dopkins, who remains president of Deep Eddy, but here’s what you need to know: That vodka brand will probably pay some bills and help the many Heaven Hill bourbon expressions.
Heaven Hill’s diverse portfolio, which includes Pama and Canton liqueurs, allows them to remain competitive in the pricing game and compete against larger parent companies that offer distributors bulk discounts. So, while this acquisition may look like a vodka deal, it gives Heaven Hill more negotiation room to add Evan Williams into the well in places like the MGM Grand.
If you like Heaven Hill’s bourbons, this deal just theoretically made them much more widely available.
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