UK Athletics is putting two of Kentucky’s best-known bourbon names right alongside the Wildcats.
The department announced a multiyear partnership with Heaven Hill Brands on Wednesday, making Elijah Craig the Official Small Batch Bourbon Partner of the Kentucky Wildcats and Evan Williams the Official Bourbon Partner of the Kentucky Wildcats.
J Batt, UK Athletics Director and CEO of Champions Blue LLC, said the deal fits naturally with the state’s identity.
“When you think of Kentucky, one of the first things you think about is the Wildcats. Another is Bourbon,” said J Batt, UK Athletics Director and CEO of Champions Blue LLC.
“Bourbon is foundational to the uniqueness of Kentucky’s culture and economy, and we are proud to welcome Elijah Craig and Evan Williams into the Kentucky Athletics family. This partnership creates exciting new opportunities to enhance the fan experience, celebrate our shared Kentucky heritage, and support the future of UK Athletics.”
Heaven Hill Brands, based in Bardstown and founded in 1935, is described by UK as America’s largest independent, family-owned and led spirits company. The university also framed the agreement as a meeting of two long-running Kentucky institutions, with UK dating back to 1865.
Elijah Craig’s role is the more visible premium play. The Mezzanine Club at Kroger Field will become the “Elijah Craig Club,” while the Bourbon Club at Rupp Arena will be renamed the “Elijah Craig Speakeasy.” Both spaces are set to be redesigned as Elijah Craig-themed hospitality destinations.
Evan Williams will be positioned as the more game-day-facing brand through the Evan Williams Bourbon Nation program. UK said it will activate at tailgates and fan zones and bring what it called the “#1 America-owned Bourbon” directly to fans on game day.
The partnership also includes limited-edition co-branded bottles of Elijah Craig and Evan Williams. The first release will feature an Elijah Craig barrel hand-picked by Batt, who traveled to Bardstown to select it himself as the launch of the partnership and the start of his first football season at UK.
Heaven Hill said its brands will also be featured across Kroger Field, Rupp Arena, Historic Memorial Coliseum, and Kentucky Proud Park hospitality areas.
“Elijah Craig and Evan Williams represent two sides of what makes bourbon culture great, the craftsmanship that commands respect and the spirit that brings people together,” said Matt Blevins, Chief Marketing Officer at Heaven Hill. “That’s exactly what UK Athletics means to this state too. Whether you are in a premium suite or a tailgate lot, we want every Kentucky fan to feel the depth of this partnership, and we are proud to be part of Big Blue Nation.”
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