Interview: Heaven Hill’s Kate Latts explores heritage and the growing global appeal of American whiskey

Kentucky-based family-owned spirits distiller Heaven Hill has built a growing international following for its portfolio, led by core whiskey brand Elijah Craig alongside Hpnotiq and Tequila Ocho, among others.

Its travel retail presence also spans several markets, with brands including Hpnotiq in North America and the Caribbean and Black Velvet in Europe having established a foothold in the channel.

Since 2025, Heaven Hill has taken a more coordinated approach to the channel through a dedicated global travel retail strategy and organisation, creating a stronger foundation for the broader portfolio and its international ambitions. As the distiller continues to expand its global footprint, it is gearing up for a strong showing at the upcoming TFWA World Exhibition in Cannes (K59, Green Village).

Heaven Hill Co-President Kate Latts speaks to The Moodie Davitt Report Associate Editor Camille Bersola about the company’s heritage, its evolving travel retail ambitions and the opportunities ahead for its brands in the channel.

There are few places where whiskey is as closely tied to a sense of place as Kentucky – home to dozens of distillers, generations of renowned American whiskey brands and around 95% of the world’s bourbon. For Heaven Hill, that connection runs particularly deep.

Founded in Bardstown in 1935, the company was established by five brothers at a precarious moment for American business, as the USA emerged from Prohibition and the Great Depression took hold. They recognised the importance of surrounding themselves with people who understood the craft, while taking a long-term approach to building the business.

More than 90 years later, Heaven Hill remains family-owned and independent, with its Kentucky roots continuing to shape a portfolio that has grown well beyond its bourbon foundations.

“We invest for the long term, and we bring in the right expertise and capabilities to make smart decisions for the near term. That combination is what allows us to navigate the market without losing sight of where we’re headed,” says Heaven Hill Co-President Kate Latts.

Heaven Hill’s portfolio has evolved considerably since its founding, expanding beyond bourbon to include rye and wheat whiskey, tequila, vodka, gin and other spirits.

The company’s core whiskey portfolio includes some of American whiskey’s most recognisable names, including Evan Williams, Elijah Craig, Larceny, Old Fitzgerald and Heaven Hill.

Yet, despite that growth and diversification, the values that have guided the company since its early days have remained unchanged.

Latts says, “We believe in preserving traditional craftsmanship while embracing thoughtful innovation, and building brands with authenticity at their core.

“What’s made that possible is holding both the long view and the near term in balance at the same time by investing in our people, our facilities and our global partners for the future, while making the right calls for where the business is today.”

A Kentucky legacy goes global

Over the past several decades, Heaven Hill has evolved from a Kentucky distiller into a global spirits company, building beloved brands that resonate with consumers.

As demand for premium and authentic spirits grows, Heaven Hill is finding new audiences around the world, with rising international appreciation for American whiskey, tequila and more.

In global travel retail, the distiller has established a presence through brands such as Hpnotiq in North America and the Caribbean and Black Velvet in Europe.

Since 2025, a dedicated travel retail strategy and organisation has enabled Heaven Hill to build on this foundation with a more coordinated, long-term approach across its portfolio.

Latts comments, “Global travel retail is an important part of that strategy because it introduces our brands to consumers at moments when they’re actively looking to discover something new, exclusive or purchase a meaningful gift.

“It allows us to reach international travellers from many different markets in one place while showcasing products that reflect the craftsmanship and heritage behind our portfolio.”

Among Heaven Hill’s brands, Elijah Craig has emerged as a standout for global travel retail, while Tequila Ocho offers another compelling opportunity as travellers increasingly seek artisanal spirits with a clear sense of provenance.

Latts says, “What’s encouraging is that international travellers are increasingly seeking out spirits with a story – where it comes from, how it’s made, why it’s different. Scotch and Cognac have long owned that conversation, but we believe we’re at an inflection point.

“As consumers discover the depth and heritage behind American whiskey, we expect to see a meaningful shift in how they allocate their spending.”

Elijah Craig: A heritage brand with global potential

Carrying the name of the bourbon pioneer credited with first ageing whiskey in charred oak barrels, Elijah Craig has become a valued brand for its heritage, quality credentials and broad range.

Its broad portfolio gives the brand strong appeal among international consumers, spanning accessible everyday expressions to highly collectable limited releases.

Latts says, “Elijah Craig allows us to introduce travellers not only to an award-winning bourbon, but also to the rich traditions of Kentucky whiskey making.

“Whether someone is discovering the brand for the first time or adding a travel retail-exclusive (TREX) expression to their collection, Elijah Craig delivers authenticity, craftsmanship and a genuine sense of place that resonates particularly well in international airports.”

Rather than creating exclusives simply for the sake of rarity, Heaven Hill is looking to deliver genuine added value for travellers.

An example is the Elijah Craig 10 Year Old Travel Edition, which builds on the strength of the existing portfolio while adding a distinct proposition to the channel, complementing a range that spans Small Batch and Barrel Proof through to highly limited annual releases.

The expression is designed for travellers who appreciate premium whiskey while looking to discover something distinctive.

It also captures Heaven Hill’s approach to premiumisation, where differentiation delivers genuine substance rather than price alone.

Latts says, “Across our portfolio, we focus on creating products with authentic stories, whether that’s age-stated bourbons like Elijah Craig 10 Year Old or distinctive offerings such as Tequila Ocho, where every vintage reflects a single estate and harvest.

“Consumers increasingly reward brands that can clearly explain what makes a product unique and why it’s worth trading up.”

A broader vision for travel retail

Travel retail is an important platform for expanding Elijah Craig’s global footprint, Latts notes.

The Americas, Europe and the Middle East currently offer the strongest opportunities for premium American whiskey in the channel, supported by an established consumer base and growing appreciation for bourbon.

The company also views India as an emerging market with considerable long-term potential as passenger numbers grow and interest in age-stated expressions develops.

For Heaven Hill, strong travel retail partnerships are key to driving that growth, helping the company create engaging retail experiences that go beyond shelf presence through storytelling, education, sampling and premium merchandising.

Latts comments, “Those partnerships help introduce Elijah Craig to new consumers while strengthening loyalty among existing bourbon enthusiasts.”

Looking ahead, Heaven Hill revealed plans to build on the momentum already generated in travel retail, with further investment in exclusive offerings that deliver genuine value and immersive activations to showcase Elijah Craig.

The brand has already seen the impact of partnerships such as its JFK Terminal 7 activation with Duty Free Americas around the Ryder Cup, and is looking to carry that momentum forward as the Official Bourbon of the Ryder Cup, with activations planned around the 2027 matches at Adare Manor in Ireland.

“More broadly, our ambition is to create experiences that celebrate the Kentucky bourbon spirit while giving travellers something distinctive they can’t easily find elsewhere.

“As American whiskey continues to grow globally, we believe travel retail will remain one of the most exciting places for consumers to discover Elijah Craig and the broader Heaven Hill portfolio,” Latts concludes. ✈