Heaven Hill Brands has teased a pending “spirits innovation” as part of a new tie-up with Flecha Azul Tequila and BSB flavoured whiskey-linked WES Brands.
The project is framed as “the newest addition” to WES’s portfolio and will be unveiled in the coming weeks. Further details were not disclosed in this week’s partnership announcement.
Kentucky-based Heaven Hill, which operates predominantly in the American whiskey category, owns two tequila brands, Lunazul and Two Fingers, as well as Tequila Ocho, which was inherited through the acquisition of Samson & Surrey in February last year.
“We are excited to partner with WES Brands on their latest project,” said Heaven Hill co-president Kate Latts. “Knowing of their past wins as a leading spirits incubator, we are more than confident that consumers will share our excitement when this partnership is officially revealed.”
Based in Dallas, WES Brands’ portfolio comprises Flecha Azul, which was co-founded by professional golfer Abraham Ancer with actor Mark Wahlberg coming on board as an investor last year, and BSB, a brown-sugar-and-spices-flavoured Bourbon that is owned by actor Jamie Foxx,
Speaking exclusively to Global Drinks Intel in February, co-president Allan Latts said Heaven Hill expressed satisfaction at the company’s current spirits footprint. “We want to have major brands with major growth opportunities in the categories that consumers are consuming,” he said. “We want enough scale and diversity to diversify our risk, but we’re moving more towards power brands in power categories.
“At the end of the day, we’re in the categories that will be around forever.”
