Evan Williams Bourbon America 250 Packaging

As the #1 American-Owned Bourbon, Evan Williams proudly joins the national celebration of America’s 250th anniversary through a commemorative packaging program honoring the brand’s deep-rooted connection to American history. When the Revolutionary War ended in 1783 and the United States formalized its independence, Evan Williams became Kentucky’s first licensed distiller — creating a shared historical milestone that serves as the foundation for the creative concept. Through an official licensing agreement with America250™ — the bipartisan initiative established by Congress to commemorate the signing of the Declaration of Independence — the brand developed a limited-edition packaging series celebrating American craftsmanship, heritage, and independence. Evan Williams also partnered with Folds of Honor, contributing $75,000 to support educational scholarships for the families of fallen or disabled U.S. service members and first responders, adding a meaningful philanthropic dimension to the program. The Heaven Hill Brands in-house creative team designed commemorative packaging for Evan Williams Black 1.75L, Evan Williams 1783 in both 750mL and 1.75L formats, and a limited allocation of Evan Williams Single Barrel. Leveraging the America250™ identity system, the team created a cohesive visual language spanning all three expressions while preserving the distinct personality and hierarchy of each product tier. Bold Americana-inspired graphics, patriotic color palettes and commemorative seals were integrated throughout the packaging to create strong shelf presence and immediate seasonal impact for the summer. Messaging related to the Folds of Honor partnership was also incorporated into the side panel, reinforcing the emotional connection between the campaign and its charitable mission. The final packaging system successfully united patriotic celebration and brand recognition into a visually striking limited-edition series designed to capture consumer attention both on shelf and within retail displays during the America250™ campaign.