Evan Williams 1783 Bourbon Gets Relaunch

Evan Williams 1783 Small Batch is getting a redesign.

Not only will the packaging for the relaunched whiskey be new, but the bourbon itself will return to its original 90 proof, with Heaven Hill’s traditional mash bill of 78% corn, 12% malted barley, and 10% rye.

Aesthetically, it will be presented in a new proprietary glass bottle with the Evan Williams signature blown in across the top. ‘1783’ is prominently displayed in gold foil accent across the top label, as well as ‘small batch’ to signify the bourbon inside is a blend of 300 barrels or fewer. The bottle is crowned by a capsule finish featuring the same Evan Williams signature repeated in the background.

The new packaging and proof will be backed by a marketing campaign that includes a new commercial set to hit national TV this fall, along with a point-of-sale tagline, “When you do bourbon right, people notice.”

The brand will also be prominently featured in digital, social media and in-game advertising for the brands Major League Baseball post-season partnership.

The new Evan Williams 1783 Small Batch ships nationwide in May with an SRP of $19.99.

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