April 22, 2020
President Max Shapira Shares How Heaven Hill is Responding to Unprecedented Times
American Whiskey has always been a long game. After founding our distillery and filling our very first barrels of Bourbon, we had to wait a full four years for that whiskey to age properly before releasing Old Heaven Hill Bottled-in-Bond in 1939. Soon after, it grew to become the #1 selling Bourbon in the state of Kentucky.
That lesson instilled a core principle that has guided everything we’ve done ever since — it takes patience and perseverance to produce something of great quality. And during these unparalleled and trying times, patience and perseverance are the things we all need most.
Thankfully, Heaven Hill Distillery has had some experience throughout our 85-year history. Our President Max Shapira sat down in his home office—his dining room—to offer some thoughts on what being independent and family-owned means during the COVID-19 pandemic. He shares what Heaven Hill is doing to support those fighting on the front lines through the production and donation of hand sanitizer, and our commitment to supporting bartenders, restaurant workers, and others in the hospitality industry who are affected by the financial impact of quarantine.
More than anything, we know our commitment to integrity since the beginning will continue to help us in Lifting America’s Spirit for many generations to come. We invite you to watch the video to learn more.