The dusty back roads of Kentucky might seem a world away from the bustling streets of Mexico City, but two classic American bourbons are bridging that gap in a big way. Elijah Craig and Evan Williams, both from Heaven Hill Distillery, just rolled out in Mexico with launches that turned heads and filled glasses. These events in Mexico City and Guadalajara weren't your standard product debuts—they were full-on celebrations that mixed history, cocktails, and a whole lot of fun, showing how bourbon fits right into Mexico's lively bar world.
Heaven Hill has been pushing its brands beyond U.S. borders for a while now, and this move into Mexico marks a solid step forward. The guy steering the ship down there is Ricardo Cortizo, Heaven Hill's brand ambassador based in Mexico City. With more than 15 years in the spirits game, Ricardo knows the local scene inside out. He's not just pushing bottles; he's all about building connections. “We’re not just selling Whiskey,” he said. “We’re creating memories and cultural moments that tie Bourbon to Mexico in meaningful ways.” That mindset drove everything from planning to execution, making sure these bourbons felt like they belonged.
Teaming up with Ricardo were some heavy hitters from Heaven Hill. Jack Choate handles North American advocacy and educates folks on whiskey at the distillery itself. Then there's Jorge Rodriguez, who oversees Latin America and the Caribbean as area director. These three have been laying groundwork for years, chatting with bar owners, mixologists, and distributors to get the timing just right. “It’s always the right time when you have the right people,” said Jorge. “We’re building this from the ground up, but the excitement and support we’ve received show that Mexico is ready for Bourbon.” Their efforts paid off in spades with events that drew crowds and sparked real buzz.
Image credit: Heaven Hill Distillery
Picking Mexico City and Guadalajara as launch spots was no accident. Both cities pulse with energy—think street food vendors slinging tacos next to high-end cocktail bars, markets overflowing with fresh ingredients that beg to be mixed into drinks. Mexico City's nightlife is a mix of old-school cantinas and modern speakeasies, while Guadalajara brings its own flavor with a strong tequila heritage but an openness to new spirits. The team wanted to tap into that, partnering with La Madrileña, a key player in the whiskey distribution game. Laura Piedra, their brand manager for whiskies, and her crew handled logistics and hype, ensuring everything ran smooth.
The Mexico City kickoff happened on August 26 and 27 at a spot called Midnight Monkey, a hidden speakeasy that got a total makeover for the occasion. They turned it into a 1920s theater straight out of the Prohibition era. Guests had to whisper a password to get in, then stepped into a world of jazz tunes, dim lights, and actors milling about in period gear. To amp up the drama, they even staged a fake "police raid" that herded everyone deeper into the bar. It was all about immersion—telling the story of bourbon's American roots through live skits and sensory experiences, like sniffing barrels or tasting the spirit neat.
Ricardo poured his heart into the details. He scripted the whole show himself and whipped up a six-page "newspaper from 1923" handed out to everyone. It looked like a real vintage paper, complete with articles on the night's "events" and bourbon history tidbits. They ran four sessions over two nights, capping attendance at about 400 people total to keep things intimate. Folks sipped Elijah Craig and Evan Williams while actors recounted tales of bootleggers and speakeasies. Jack Choate, who's seen his share of themed parties, called it “the best Repeal Day/Prohibition themed event I’ve ever seen.” He noted how Ricardo's vibe lit up the room: “Everyone knew his name by the end of the night.”
A week later, the action shifted to Guadalajara for something they dubbed the "House of Bourbon." This time, they teamed with a local speakeasy and invited bartenders from around the area to get creative. The challenge? Craft original cocktails using Elijah Craig or Evan Williams as the base. What came out was a two-day festival that pulled in over 12,000 people—way beyond expectations for a brand-new entry. Attendees wandered from station to station, sampling twists on classics: maybe an Elijah Craig old fashioned with a hint of Mexican chocolate or an Evan Williams sour brightened with local citrus. The bourbons didn't just hold their own; they landed in the top five cocktails of the entire event. That's no small feat in a city known for its agave spirits.
But it wasn't all partying. They carved out time for education, too. A master class drew 40 bartenders eager to learn the ins and outs of American whiskey. Jack and Ricardo broke it down: how bourbon must be made from at least 51% corn, aged in new charred oak barrels, and bottled at specific proofs. They talked distillation at Heaven Hill's Kentucky home, the differences between Elijah Craig's small-batch richness and Evan Williams' smooth, everyday appeal. Bartenders got hands-on, mixing and tasting, asking questions about pairing with Mexican flavors like mole or fresh herbs. These pros walked away not just informed but excited to feature the brands on their menus.
All this ties into Heaven Hill's bigger picture for Mexico. Bourbon's been gaining ground there as tastes shift from tequila and mezcal to broader whiskey options. The events proved people are ready—crowds lingered, conversations flowed, and social media lit up with photos of those creative drinks. Now the focus shifts to the nuts and bolts: expanding distribution so bottles hit shelves in more stores and bars, running more tastings, and keeping the education going. Ricardo sums it up best: “When people understand Bourbon, they fall in love with it, and once they fall in love, they don’t go back.”
These launches did more than introduce two bourbons; they wove them into Mexico's social fabric. Picture a group of friends at a Guadalajara bar, toasting with an Elijah Craig cocktail after a long day, or a Mexico City regular discovering Evan Williams neat during a quiet evening. It's about those moments—the clink of ice, the warmth of the pour, the stories shared over a glass. With Ricardo's passion, Jack's expertise, Jorge's strategy, and partners like La Madrileña on board, Heaven Hill has set up bourbon for the long haul south of the border.
Looking ahead, expect more pop-ups, collaborations with local chefs for bourbon-paired dinners, maybe even tours tying Kentucky distilleries to Mexican heritage sites. The team's already brainstorming ways to keep the momentum. For anyone who's ever cracked open a bottle after a hard week's work or shared one around a campfire, this expansion hits home. Bourbon's not just an American tradition anymore—it's finding new fans in unexpected places, one memorable sip at a time. If Mexico's any indication, the spirit's got a bright future blending cultures and creating lasting bonds.
