Heaven Hill Brands has extended the golfing focus of bourbon mark Elijah Craig, which will assume “official sponsorship” of the 2025 PGA Championship next month.
The American whiskey is also releasing a limited-edition bottle for its 94-Proof Small Batch expression to mark the arrangement with the major tournament, which will take place at Quail Hollow Club in North Carolina. The release will be available in “limited quantities” in the US and began shipping in March with a suggested retail price of US$36.99 per 70cl bottle.
In addition to the packaging one-off, Elijah Craig will host on-course activations throughout the championship, including a speakeasy bar.
The news follows a clutch of recent partnerships for Elijah Craig with PGA Tour professionals, including Max Homa and newly announced US team members Robert MacIntyre and J.T. Poston. Heaven Hill leveraged the brand’s sponsorship of the Ryder Cup later this year with Elijah Craig fronting the ‘Road to the Ryder Cup’ campaign.
“We’re thrilled to honour this prestigious event and its iconic venue, Quail Hollow Club, with a special limited-edition release that celebrates the spirit of golf and the legacy of Elijah Craig Bourbon,” said group product director Max Stefka.
Last year, Heaven Hill launched a marketing push for its Lunazul tequila brand on TV screens worldwide.
