Heaven Hill Brands, One of America's Most Iconic Spirits Companies, Names Earthbound Brands Exclusive Licensing Agency

The partnership will bring iconic heritage spirits brands into new food, beverage and lifestyle categories.

Heaven Hill Brands, the nation’s largest independent, family-owned and led spirits company, has appointed Earthbound Brands as its exclusive licensing agency.

Founded in 1935, Heaven Hill has grown from a single Bourbon barrel into the world’s second-largest holder of Kentucky Bourbon and third-largest supplier of Tequila while remaining family-led across three generations. Today, its portfolio spans American Whiskey, Vodka, Tequila, Rum, Canadian Whisky, Liqueurs and more.

The partnership will bring Heaven Hill’s portfolio of award-winning spirits brands into new food, beverage and lifestyle categories. Their portfolio includes brands like Elijah Craig Bourbon, Deep Eddy Vodka, Tequila Ocho, Evan Williams Bourbon, Lunazul Tequila and Hpnotiq to name a few.

Earthbound Brands will lead a licensing strategy that leverages the distinct positioning and consumer recognition of each brand to reach new categories, experiences and retail channels.

“With more than 90 years of heritage, Heaven Hill Brands has an incredibly powerful platform for growth,” said Jeff Cohen, co-founder and CEO of Earthbound Brands. “The scale and equity of the portfolio have been built with tremendous care over generations, and we’ll bring that same level of intention to extending these brands into new categories.”

The program builds on a milestone year for Heaven Hill, which celebrated its 90th anniversary in 2025 and marked a return to distilling Whiskey in Bardstown, Kentucky, with the opening of the Heaven Hill Springs Distillery.

“Our brands have earned deep consumer loyalty over generations, and this partnership with Earthbound gives us a thoughtful path to meet consumers in new places and new ways,” said Matt Blevins, Chief Marketing Officer, Heaven Hill Brands. “We're excited to extend our brand’s reach while staying true to what makes them special.”

With the addition of Heaven Hill Brands, Earthbound Brands continues to grow its food and beverage portfolio, bringing more than 25 years of expertise across licensing, product design and development, and creative strategy.

For licensing inquiries, reach out to Earthbound Brands. 

About Earthbound Brands

Earthbound Brands is a global brand licensing, product design and creative agency that helps brands unlock new opportunities for growth. For more than 25 years, Earthbound has partnered with leading brands, retailers and manufacturers to develop and execute strategies that extend brands into new products, categories and consumer experiences. With expertise spanning brand licensing, product design and development, and creative services, Earthbound provides an integrated approach from strategy through execution. 

ABOUT HEAVEN HILL BRANDS

Founded in 1935, Bardstown, KY-based Heaven Hill Brands is the nation’s largest independent, family-owned and -led spirits company, as well as the world’s second-largest holder of Kentucky Bourbon and the third-largest supplier of Tequila. Heaven Hill has been named a Best Managed Company from 2024-2026 by Deloitte Private and The Wall Street Journal. Heaven Hill’s diversified portfolio of brands includes the Heaven Hill Whiskey family of brands, Evan Williams, Elijah Craig, Widow Jane, Larceny, Old Fitzgerald, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy Vodka; Admiral Nelson’s Rum; Black Velvet Canadian Whisky; Lunazul and Ocho Tequila; HPNOTIQ Liqueur; and Carolans Irish Cream Liqueur.