Kentucky-based Heaven Hill Brands has opened its new US$19 million visitor centre with a capacity for 900 whiskey lovers.

The experience offers a range of activities, from a multi-sensory storytelling of the history of Bourbon through an immersive ‘distillery theatre’, to a tasting room and ‘you do Bourbon’ lab. The new space also has a bar and kitchen.

The expansion, renovation and renaming of the visitor centre are part of the whiskey maker’s investment in Bardstown. Since 2018, Heaven Hill, which produces the whiskeys Elijah Craig and Evan Williams, has undertaken a US$125m multi-year investment plan to expand its production capacity and drive tourism.

The first phase of renovation was unveiled in 2019, featuring three tasting rooms overlooking Bardstown.

Heaven Hill president, Max L Shapira, said: “In the heart of Bourbon country, we welcome fans back to experience America’s native spirit, immerse themselves in the long history of Heaven Hill, and learn about the award-winning portfolio of storied brands now told on these walls.

“The Heaven Hill Bourbon Experience is an innovative, state-of-the-art tourism model, grounded in history, and developed to entice fans for generations to come.”

The grand opening of the Bourbon experience was attended by Shapira and Kentucky governor Andy Beshear.

“I am thrilled to be here to congratulate the Shapira family and the Heaven Hill team on another successful project investing millions in Kentucky and our people,” said Beshear.

“As we emerge from this pandemic with our economy booming, we are announcing more jobs and investment in the commonwealth every week, and the Bourbon industry is no exception.

“This state-of-the-art visitor centre will give people one more great reason to visit Kentucky and experience the Kentucky Bourbon Trail, creating even more jobs and opportunity.”

For more information, go to heavenhilldistillery.com

Mexico City bar Handshake Speakeasy has been named the best bar in North America and the Best Bar in Mexico at this year’s North America’s 50 Best Bars.

Making history as the first bar in Mexico to be named No.1, Handshake Speakeasy narrowly beat out New York City’s Superbueno, who won The Best Bar in Northeast USA 2024 and the title of Disaronno Highest New Entry.

Toronto’s Civil Liberties, No.21, won the title of The Best Bar in Canada for the third year in a row. Puerto Rico’s La Factoría, at No.18, was also recognised as The Best Bar in the Caribbean for the third year.

Overall, the U.S. led the list with 26 bars, followed by Mexico with 15 bars, seven from Canada and two on the list from the Caribbean.

“What a momentous occasion for the Mexico cocktail scene! We give our biggest ¡Felicidades! to Handshake Speakeasy and head bartender Eric van Beek for the team’s incredible work in delivering excellence,” said Emma Sleight, Head of Content for North America’s 50 Best Bars.

“Handshake Speakeasy continues to push the boundaries of the art of cocktail creation as well as always putting service first, so we are pleased to see them crowned the first bar in Mexico City named No.1 on North America’s 50 Best Bars list.

“We also extend our congratulations to all the other incredible bars on this year’s list, which are testaments to how exciting, innovative, and dynamic the North American bar scene truly is,” Sleight continued.

New York continued its lead with the most top bars in the North America list with 12 of the 26 U.S. listees. These included Superbueno (No.2), Overstory (No.3), Martiny’s (No. 4), Double Chicken Please (No.7), Katana Kitten (No.12), Employees Only (No.15), Dante (No.20), Attaboy (No.31), The Dead Rabbit (No.33), Maison Premiere (No.41), new entry Angel’s Share (No.43), and Milady’s (No.44).

Jewel of the South (No.7) was named The Best Bar in the South USA, with Thunderbolt (No.8) named The Best Bar in themiko (No.19) from Chicago was named The Best Bar in the West USA and Ku Midwest.

San Francisco’s True Laurel (No.30), another new entry, won the Kettle One Sustainable Bar Award, with a new entry from Chicago Meadowlark (No.32) taking home the Siete Misterios Best Cocktail Menu Award.

Handshake Speakeasy is joined by Mexico City’s Rayo (No.5), Licorería Limantour (No.9), new entry Tlecān (No.10), Café del Nadie (No.17), Baltra Bar (No.26), Kaito del Valle (No.28), Hanky Panky (No.42) and Brujas (No.45).

Simpl Things in Toronto joins the stellar lineup as Campari One To Watch, and Grand Cayman’s Library by the Sea (No.35) earns the London Essence Best New Opening Award

To view the full list, go to theworlds50best.com

American Gin brand Aviation wants fans to marvel at its ‘ginematic’ universe with six new limited-edition Aviation American Gin bottles inspired by Marvel Studios’ “Deadpool & Wolverine”.

“I discovered Aviation American Gin while shooting the first Deadpool movie,” said Ryan Reynolds, Aviation American Gin’s Co-Owner.

“Back then, Aviation wasn’t big enough to tie-in to a big summer movie, and Deadpool was lucky to get any sponsors at all. A few hundred weeks and drinks later, here we are! They grow up so quickly, don’t they?”

Encased in sleek black glass and accented with red custom strip stamps and metallic details, the limited edition bottles have been designed by Maximum Effort and Sandstrom Partners.

Offering a nod to the iconic character, each bottle variant showcases one of six distinctive Deadpool icons, while the exterior of each gin case simulates the look of Deadpool’s signature suit fabric.

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“Our collaboration with ‘Deadpool & Wolverine’ to create this series of bottles is a first-of-its-kind promotion for Aviation American Gin with one of the most iconic characters in pop culture history,” said Ricky Collett, Global & US Brand Director for Aviation American Gin at Diageo.

“The custom bottle embodies the irreverent spirit of both brands and showcases our commitment to pushing cultural boundaries and redefining the gin drinking experience,” Collett continued.

Each limited-edition bottle is filled with the same perfectly crisp, smooth Aviation American Gin fans know and love. Distilled in its unique American style and crafted with a blend of botanicals delivering an approachable and balanced flavour profile, Aviation American Gin is a versatile spirit, perfect for any cocktail occasion.

“The ‘Deadpool’ film franchise has been a cultural phenomenon since its inception,” said Holly Frank, Walt Disney Studios’ VP, Partnership Management and Operations, Marvel. “We’re so excited to be collaborating with Aviation American Gin to give fans a chance to engage with the world of Deadpool in a whole new way leading up to the eagerly anticipated theatrical release of ‘Deadpool & Wolverine’.”

The limited-edition bottles will be available while supplies last from early summer at retailers nationwide, online, as well as the Aviation Distillery, and in select countries (US/UK/CAN/AUS).

For more information, go to aviationgin.com and follow @AviationGin on Instagram, Twitter, and Facebook

Mexican Tequila brand Espolòn is celebrating 25 years since the introduction of its signature Tequila Blanco with the launch of a limited-edition celebration bottle.

A first for the brand, the limited-edition bottle was created by renowned Mexican street artist and illustrator, Edgar “Saner” Flores.

“I’m thrilled to be a part of this celebration and honoured that my art is now a part of the brand’s history,” explained Flores. “The essence of Espolòn’s journey inspires the label: the distinctive tequila-making process, iconic brand symbols, and the celebrations and traditions of Mexico.”

Depicting an irreverent tribute to Cirilo, the brand’s icon Ramon the Rooster, as well as the steps in Espolòn’s thoughtful tequila-making process. The artwork also pays homage to José Guadalupe Posada, whose iconic illustrations inspire every Espolòn bottle available today.

Additionally, Espolòn has collaborated with The National Association of Latino Arts and Cultures (NALAC) to spur the next generation of creatives by supporting the first-ever Modern Maverick Artist Grant – an award created in partnership with NALAC as an extension of the organization’s 2024 NALAC Fund for the Arts (NFA) program.

The grant, in the amount of $10,000, will be presented by NALAC to one emerging Latinx/é artist who continues to champion unapologetic originality so they can continue to pursue their artistic endeavours.

As part of the festivities, Espolòn will also be hosting private events in Los Angeles on April 25th and New York City on May 2nd to celebrate those who have inspired and supported Espolòn throughout the years.

Hosted in partnership with iconic creative partners Adrian Per (@omgadrian) and Nicolas Heller (@newyorknico), each event combines the best of the city’s Latino art, culture, music, and of course, delicious cocktails for a night of underground celebrations leading up to Cinco de Mayo.

Espolòn Tequila is the realization of the late Founder & Maestro Tequilero Cirilo Oropeza who put his dream into motion with the construction of an innovative distillery in Los Altos de Jalisco, Casa San Nicolas (NOM: 1440).

From custom-designed stainless-steel autoclaves to serenading its yeast with classical music, Espolòn’s production process combines art with science. It merges traditional and modern techniques, creating a tequila known for its exceptional quality and versatility.

“Espolòn Tequila began with a vision to turn the tequila industry on its head to create something new and different,” explained Andrea Sengara, Vice President of Marketing at Campari America.

“As we commemorate this anniversary, we continue to champion unapologetic originality and spur on creative mavericks in all that we do, always striving to keep Cirilo’s vision alive. The past 25 years have seen this brand grow into a truly global player, and we’re excited to bring this moment to life with engaging events and limited-edition launches for Cinco de Mayo and beyond.”

For more information, go to espolontequila.com

French Cognac brand Hennessy has launched its ‘Made for more’ campaign highlighting five easy, summer cocktails you can make with the brand.

Featuring multi-hyphenate US star Teyana Taylor and Breakthrough British Nigerian Actor Damson Idris, the campaign highlights how any drink or occasion can easily be made ‘more’ when you add Hennessy.

The cocktails featured in the campaign are –

Hennessey Ginger – a mix of Cognac and Ginger Ale,

Hennessy Pineapple – a mix of Cognac, Pineapple Juice and bitters,

Hennessy Berry Mojito – a mix of Cognac, Berries, Lime, Simple Syrup and Mint

Hennessy Honey Highball – a mix Cognac, Honey Syrup, Lemon Juice and Soda Water

Hennessy Margarita – a mix of Cognac, Orange Liqueur, Agave and Lime Juice

“Hennessy is well known everywhere, but people don’t always know how versatile it is – how it brings more flavour, depth and complexity to all kinds of cocktails,” explained Hennessy Global Chief Marketing Officer, Julie Nollet.

“Our new ‘Made for more’ campaign is bringing to life this notion of 1+1=3, showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun and open-mindedness,” Nollet continued.

“It shakes up the brand perceptions and builds on its legacy for a new generation.”

Known for partnering with cultural icons and characters to personify the brand’s multifaceted nature, Hennessy enrolled the creative agency Wieden+Kennedy Amsterdam to show the cognac’s mixability.

For more information and cocktail ideas, go to hennessy.com