Launched in 2024, Evan Williams' Bourbon Nation initiative aims to unite collegiate sports fans through game day traditions, spirited celebrations, and responsible enjoyment of America's second-largest selling Bourbon. With the addition of Oregon, South Carolina, and Oklahoma, Evan Williams is now the Proud Partner of eight iconic college programs, including the University of Florida, Syracuse University, TCU, The Ohio State University, and University of Alabama.
"From pre-game rituals to post-win celebrations, Evan Williams is the Bourbon that resonates with college sports fans and alumni," said Molly McGrath, Brand Ambassador for Evan Williams. "As someone who lives and breathes college sports, I'm thrilled to bring that same passion to a brand that's all about celebrating tradition, connection, and team spirit."
Molly McGrath joined ESPN in July 2016 and currently serves as the sideline reporter for ESPN/ABC Saturday college football games. She has also hosted College Football Live, College Basketball Live, and contributed to the XFL on ABC as a sideline reporter. Previously, she worked on ESPN's Thursday night college football package and covered men's college basketball on both ABC and ESPN.
"We're thrilled to partner with Molly as the new voice of Evan Williams Bourbon Nation," said Max Stefka, Associate Vice President at Evan Williams. "Her credibility, energy, and passion for college sports make her the perfect ambassador to help us connect with fans everywhere."
As a hallmark of the campaign, Evan Williams Bourbon Nation taps into the thrill of game day and the passion fans bring to the stands—serving up custom cocktails, fun fan promos, social media moments, and nonstop support all football and basketball season long. The enhanced partnership will activate across in-stadium signage, branded bar experiences, and dynamic tailgate events at all eight participating schools. Complementary campaigns include in-store and on-premise programs, local and regional media integrations, and digital promotions, all timed to launch with the 2025 collegiate football season and flow seamlessly into the 2025 collegiate basketball season.
"By expanding the Evan Williams Bourbon Nation platform and aligning with talent like Molly McGrath, we're not just showing up for game day—we're becoming part of how fans celebrate," said Bill Hirsh, Senior Vice President of Corporate Sales at Learfield. "We look forward to growing this program even further."
Evan Williams Bourbon and Learfield remain committed to promoting responsible consumption and elevating the fan experience through every kickoff, buzzer-beater, and celebration in between.
ABOUT EVAN WILLIAMS: The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world's second largest-selling Bourbon. In 1783, the brand's namesake opened Kentucky's First Distillery on the banks of the Ohio River. Many years and barrels later, Evan Williams Bourbon is still produced the right way, using the same time-honored methods. As an American-made and American-owned brand, Evan Williams has recognized true American heroes through their exceptional stories of honor and bravery on special edition American-Made Hero labels for the past nine years, now supported by the American-Made Heroes Foundation Fund. The Evan Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of Evan Williams through an immersive visitor's center experience which brings to life the history and tradition of Kentucky's native spirit as an official stop on the Kentucky Bourbon Trail. Learn more at www.EvanWilliams.com. Heaven Hill reminds everyone to think wisely, drink wisely®.
ABOUT LEARFIELD: Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
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MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
[email protected]
(502) 413-0230
SOURCE Heaven Hill Brands
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