The Bourbon Market Is Tanking. So Why Did the Maker of Evan Williams and Elijah Craig Just Spend $200 Million?

Heaven Hill is doubling down on bourbon despite falling exports, rising costs, and a softening market.

BY AMAYA NICHOLE, NEWS WRITER

Photo: Courtesy Heaven Hill

The bourbon market has cooled, exports are down, and distillery after distillery is closing or filing for bankruptcy. So why the heck did Heaven Hill—maker of Evan Williams, Elijah Craig, and Larceny—just open a $200 million distillery while also scaling back........

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