Heaven Hill is the best distillery most people haven't heard of. That's either a problem or an opportunity, depending how you look at it.
I ran a study with 6 American bourbon enthusiasts to understand how Heaven Hill is perceived. The findings reveal the challenge and opportunity of being the industry's best-kept secret.
The Participants
Six bourbon enthusiasts aged 30-60 across the United States. Experienced whiskey drinkers who've explored beyond the obvious brands. They know their bourbon, and they have opinions.
The Secret Weapon Reputation
Among those who know, Heaven Hill has a specific reputation.
It's what bourbon nerds recommend when you want quality without the hype tax.
This is both a strength and a limitation. Being the insider recommendation is valuable. Being unknown to mainstream consumers leaves money on the table.
The 'secret weapon' positioning works for enthusiasts who take pride in knowing what others don't. But it doesn't build the broad awareness that drives volume.
Key insight: Heaven Hill wins on quality-to-price ratio, but loses on awareness. The insider reputation doesn't scale.
Elijah Craig Carries the Name
Here's an interesting finding: brand recognition flows through Elijah Craig, not Heaven Hill.
Elijah Craig is great. Wait, who makes that again?
Consumers know and love the product brand, but the distillery parent is invisible. This is the opposite of how premium spirits usually work, where the maker's mark adds value.
The implication: Heaven Hill is giving away equity that could compound across their portfolio.
Key insight: Product brands are known. Distillery brand is not. There's unclaimed equity in the Heaven Hill name.
Value Positioning Double-Edge
Being known for value is complicated.
Amazing for the price, but that phrase makes it sound cheap.
The 'value' positioning creates an association that's hard to escape. Even when a product is objectively excellent, the 'for the price' qualifier implies a ceiling.
Value implies compromise to some consumers
'Best for the price' is not the same as 'best'
Premium perceptions are hard to build from value positioning
The quality often exceeds the perceived positioning
Key insight: Value positioning can cap perceived quality. Excellent products get underestimated.
What This Means for Heritage Distilleries
Build distillery brand equity. Don't let product brands carry all the weight.
Decide on value vs premium positioning. Straddling both is confusing.
Leverage the insider reputation. Enthusiast recommendations can be amplified.
Quality can drive repositioning. But it requires intentional brand building.
The Bottom Line
Heaven Hill has quality that exceeds its perception. The challenge is whether to embrace the value positioning or invest in premium brand building.
The distillery's excellent products deserve broader recognition. The question is whether Heaven Hill is content being the insider's choice or ready to compete for mainstream premium positioning.
Want to test your spirits positioning with real consumers? Ditto lets you run studies like this in hours, not weeks. Book a demo at askditto.io.
What the Research Revealed
We asked real consumers to share their thoughts. Here's what they told us:
Kentucky bourbon like Evan Williams or Elijah Craig is often praised by whiskey experts but lesser known than brands like Jack Daniels. Would you try these "hidden gem" bourbons, or does brand familia
Brian Mingo, 58, IT Support Specialist, Waldorf CDP, MD, USA:
Yep, I’d try them. I’m taste first, and those sit in my mid-shelf budget, so I’ll take a small pour neat, one cube if needed. If it hits that vanilla-oak lane without a hot burn, it can bump a famous label off my shelf. Brand familiarity is just a trust check for me - Jack is fine for a backyard Coke, but my Friday glass cares about flavor, not the logo. I don’t chase unicorns, I chase what tastes good.
Steven Paley, 53, Director of Corporate Partnerships, Los Angeles city, CA, USA:
Short answer: I already buy them. Taste-per-dollar beats logo every time, and brand familiarity is a lazy proxy I do not use. Yes, I will grab Evan Williams or Elijah Craig over Jack. Jack’s fine for cola, but neat or with one cube in this 30C heat it thins out and turns bland. I want balance, a clean finish, and proof that holds structure. If the pour drinks like syrup or solvent, it is out. I am drinking whiskey, not a billboard. My fast rule set: If you want a prediction: the so-called hidden gems become the default picks once the influencer crowd gets bored. Fine by me. I will keep buying the stuff that drinks well and costs sane.
Katie Maiava, 57, Operations Specialist, East Los Angeles CDP, CA, USA:
Short answer: I’d try them. Brand familiarity is way down my list. Jack is fine for cola, but if these Kentucky ones sit smoother on the tongue, I’ll give a siu siu pour a shot. My rules do not change just because some “expert” said hidden gem. Experts don’t pay my pharmacy bill. “Hidden gem” talk makes me raise an eyebrow. If the bartender speaks plain - mellow, a little spice, not too hot - ok, I’ll taste. If it’s just hype, jyut gwaai, pass. Today is warm and bright, bourbon feels heavy. I’d probably wait until evening, have a tiny sip after dinner, see if my stomach stays calm. If it treats me kindly, I don’t care if it’s a famous label or a cousin’s cousin’s bottle from Kentucky. I trust my tongue, not the billboard.
If a bartender recommended a bourbon you had never heard of, saying it was better than the famous brands but half the price, would you trust that recommendation? What would make you skeptical?
Angelica Roque, 29, Senior Account Executive, Jacksonville, FL, USA:
Short answer: yeah, I’d probably go for it - but I’m not a pushover. Half price is great, but not if it drinks like nail polish. Rainy chill like tonight makes me want a cozy, no-regrets pour. I trust the rec if: I get skeptical when: Net: I’ll take the bet if the signals line up. Worst case, it’s one meh pour. Best case, I find a new Tuesday-night staple without paying the hype tax. And if it hits, it goes straight into my notes and that bartender gets a fat tip.
Brian Mingo, 58, IT Support Specialist, Waldorf CDP, MD, USA:
Short answer: I’d give it a shot, but I’m taste first and I want a tiny pour to prove it. I’ll trust a bartender who asks what I like, tells me proof, where it’s from, and can describe it without fluff - vanilla, a little oak, not too hot, clean finish. Half the price sounds nice, but cheap can mean young and harsh. If it sits right neat or on one cube, I’m in. If not, I go back to my mid-shelf regulars and sleep fine. What makes me skeptical: So yeah, I’ll trust but verify - small pour neat, one cube if needed. If it hits that vanilla-soft spot without a burn, it earns a spot in my Friday glass. If it bites, I’m not paying for a second lesson.
Ryan Mahon, 42, Job Seeker, Columbus city, OH, USA:
I’d trust it enough for a small pour, but I’m not swallowing hype without a couple quick checks. What makes me say yes: What makes me side-eye it: It’s cold and slushy out, I’m not out to impress anybody. If their answers check out and the pour is fair, slide me an ounce. If I get hand-waves and buzzwords, I’ll stick with my regular and keep my grocery money intact.
When choosing bourbon, what matters more to you: the brand name, the price point, or the actual taste? Would you pick an unknown bourbon over a famous one if it tasted better?
Angelica Roque, 29, Senior Account Executive, Jacksonville, FL, USA:
Taste. Every time. If it doesn’t hit my palate right, I don’t care what fancy label is winking at me. My order looks like this: Would I pick an unknown over a famous bottle if it tastes better? Absolutely. I’ve done it. Some no-name pour at a Riverside bar beat a hyped bottle blind and I didn’t feel the slightest guilt. Consistency matters if I’m stocking for a crowd or mixing old fashioneds for friends, but for my own glass on the couch after a long day, the better-tasting underdog wins.
Brian Mingo, 58, IT Support Specialist, Waldorf CDP, MD, USA:
Yes, I’d grab the unknown if it tastes better. I don’t chase unicorns. I’ll try a bar pour first, and if it’s smooth with a little vanilla and not too hot, it gets a spot on my shelf. Famous names are fine for gifts, but my glass on a Friday is about flavor, not a label.
Geoffery Ortega, 39, Restaurant Manager, San Antonio city, TX, USA:
Short answer: price first, then taste, brand dead last. I don’t really drink bourbon. I’m a coffee-and-aguas-frescas guy, especially with this warm breeze right now. So if I’m buying a bottle, it’s usually for a gift or cooking. I won’t pay extra just for a shiny label. I ask, ¿cuánto sale en total?, and if it bites the wallet or tastes like a campfire, no gracias. Would I pick an unknown over a famous one? Yes - if it tastes better and costs the same or less. If it’s for someone who cares about the name, then I’ll grab the famous one so they can smile at the box, but for me, brand hype is just noise.
