Heaven Hill and the Company Behind Mark Wahlberg’s Tequila Brand Tease Mysterious, Unprecedented ‘Spirits Innovation’
Heaven Hill and WES Brands announced a partnership in a news release on Wednesday. The collaboration is set to yield the release of a mysterious new “spirits innovation” later this summer.
“We’re anticipating strong excitement from the spirits community for this unprecedented release,” WES Brands Chairman of the Advisory Board Shelly Stein in a news release. “We couldn’t be prouder to work with Heaven Hill on this, knowing their reputation and history in the whiskey category.”
Stein hosts a lengthy tenure in the spirits industry and was a former President of Southern Glazer’s Wine & Spirits until he departed from the company in June, according to Business Wire.
An upstart spirits brand incubator and one of the more established distilleries within the bourbon joining forces to launch something new is intriguing enough. Heaven Hill has a lengthy history as one of the largest family-owned spirits companies in America.
“We are excited to partner with WES brands on their latest project,” Heaven Hill Co-President Katie Latts said in the release. “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 announced.”
Per the release, the mysterious liquor innovation will be unveiled with an announcement “inviting enthusiasts and connoisseurs alike to taste and enjoy this innovative spirit.”
What this “unprecedented release” is remains to be seen.
This post may contain affiliate links, so we may earn a small commission when you make a purchase through links on our site. This helps support Whiskey Raiders at no additional cost to you.