Evan Williams Bourbon unveiled its new “Where Bourbon Begins” branding campaign, designed to reaffirm its place as a standard bearer of American Whiskey. Rooted in Evan Williams’ legacy as Kentucky’s First Distiller, the platform highlights the brand’s uncompromising commitment to quality and consistency with every glass.

“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,” Max Stefka, Associate Vice President of Global Whiskey Brands, Heaven Hill, said in a news release. “That’s what Where Bourbon Begins is all about, keeping it real, keeping it consistent, and giving people a Bourbon they can trust.”

The new :30 spot can be viewed here.

It brings the story of Evan Williams to life through the people who make it, following team members as they work together in the rickhouse rolling barrels before shifting to a scene where they gather afterward to share a glass at home. The creative highlights the craft and camaraderie of bourbon-making, capturing the people who build it together and then share in the moments it creates. Dramatic textures of steam, sunlight, and patina bring to life the arenas of Bourbon, whether inside the rickhouse, around a backyard fire pit, or in the stands on game day.

A Campaign Grounded in Authenticity

“Where Bourbon Begins” invites whiskey fans to discover the roots of America’s native spirit. The campaign underscores Evan Williams’ belief that a brand is only as good as its last glass, and that true authenticity lies in consistency, craftsmanship, and real connections.

The campaign and commercial spot were developed in partnership with independent creative agency Method1. The new :30 spot will run nationally across broadcast, streaming, digital, and social platforms beginning in October, aligning with the 2025 collegiate football season and continuing into basketball season.

Bourbon Nation: Where Game Day Meets Tradition

As part of the campaign, Evan Williams will continue to grow Bourbon Nation, its multi-year partnership with Learfield, a leader in collegiate athletics. Bourbon Nation taps into the traditions and celebrations that define college sports and unites fans nationwide as Game Day’s number one pour. Current sponsorships include:

• Alabama Crimson Tide – Proud Partner of the Crimson Tide®
• Florida Gators – Proud Partner of the Florida Gators®
• TCU Horned Frogs – Official Bourbon Sponsor of The Horned Frogs®
• Syracuse Orange – Official Bourbon of Syracuse Athletics
• Ohio State Buckeyes – Official Bourbon Sponsor of Ohio State Athletics
• Oklahoma Sooners – Official Bourbon Sponsor of Oklahoma Athletics
• Oregon Ducks – Official Bourbon Sponsor of Oregon Athletics™
• South Carolina Gamecocks – Official Bourbon Sponsor of the South Carolina Gamecocks

From branded Bourbon Nation Bars in stadiums to tailgate activations and in-store programs, Evan Williams is committed to elevating the fan experience through responsible enjoyment and memorable game day moments.

Read more: Top 100 American Whiskeys of 2024 Ranked

About Evan Williams Bourbon

The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world’s second-largest selling Bourbon. In 1783, the brand’s namesake opened Kentucky’s First Distillery on the banks of the Ohio River. Many years and barrels later, Evan Williams Bourbon is still produced the right way, using the same time-honored methods. Learn more at www.EvanWilliams.com.