In this episode of Brave Commerce, hosts Rachel Tipograph and Sarah Hofstetter speak with Matt Blevins, chief marketing officer at Heaven Hill Brands, the family-owned distiller of Evan Williams and Rittenhouse Rye, among others.
Matt shares why long-term brand building remains essential in the spirits category and how disciplined measurement guides smarter decision-making.
He explains how digital discovery, from YouTube mixology to Reddit communities, shapes in-store behavior, and why premiumization, moderation, and innovation are the real forces reshaping today’s alcoholic beverage landscape.
Additionally, he also breaks down how the 90-year-old Heaven Hill decides when to modernize a brand, why nuance is missing from industry headlines, and what it takes to stay grounded in consumer truth while the marketing world chases real-time optimization.
Key takeaways:
- Long-term brand building and strategic patience remain essential in spirits.
- Digital discovery now heavily shapes in-store purchase decisions.
- Premiumization, moderation, and innovation continue to drive category trends.
- Brand modernization works best when rooted in product truth and distinctiveness.
