A World-Class Site for the Company Behind the Spirits.

From Heritage to Homepage

Started in the middle of the Great Depression, Heaven Hill Brands has grown into the largest independent, family-owned and operated producer of distilled spirits in the U.S. Today, it's home to iconic brands like Evan Williams, Elijah Craig, Lunazul, Deep Eddy, and dozens more spanning bourbon, vodka, tequila, rum, and beyond.

But while its portfolio was full of memorable brands, Heaven Hill's own digital presence wasn't telling the full story. The existing website was functional and informative, but it left little room for the people, relationships, and family values that have defined the company for nearly 90 years.

Following a company-wide brand refresh built around the platform Thriving Together, Heaven Hill was ready for a website that reflected not just what the company makes, but who the company is.

Three Audiences and One Homepage

You can't design a great website until you know who's walking through the front door. So before we sketched a single wireframe, we asked a simple question: Who is this site really for?

The research revealed something important: there was no "typical" Heaven Hill website visitor. Retail partners, media professionals, investors, employees, job seekers, and consumers all arrived with different questions and different priorities. Together, these groups made up roughly 30% of the audience, but the existing site relied on the same navigation and the same user paths for everyone, making it harder to find what they needed.

Our intensive UX audit turned up a few additional concerns:

• The brand's depth was buried. A portfolio spanning whiskey, vodka, tequila, rum, gin, and more felt like a single-category bourbon site.
• The people were missing. For a company whose entire pitch is "family-owned," the Shapira family and the employees behind the brands were not nearly visible enough.
• Navigation was doing too much. Deep dropdowns and duplicated content paths made it hard for any one audience to find what they came for.

With those priorities clear, we started simplifying. The new information architecture pares the main navigation down to three essentials: Our Company, Our Brands, and Contact Us, with everything else organized into streamlined dropdowns and a lighter utility footer.

We also separated pages built to tell the Heaven Hill story from those built to get something done. Pages like Mission & Values and Our Culture have room to slow down, engage, and tell a richer story, while high-intent tools like Where to Buy and Visit Us stay quick, easy to find, and friction-free.

Bringing the Family Together

Heaven Hill has one of the deepest portfolios in the spirits industry, but the old website didn’t do much to show it off. Dozens of brands were packed into one long alphabetical list, with little hierarchy, categorization, or opportunity for discovery. We gave the portfolio some much-needed structure, creating a tiered experience that puts priority brands forward while making the full family easier to browse, understand, and explore.

• A Beloved Brands showcase for the flagship names, with larger imagery and primary placement so the brands carrying the most weight didn’t get lost in long lists.
• A categorized brand catalog, organized by spirit type with a convenient jump nav so audiences could locate a specific brand or type without a long scroll
• Brand Landing pages, giving a brand overview and top level information along with direct links to viewing the full brand website, visiting in person, finding the product nearby or key social accounts
• A dedicated Where to Buy locator, carried over as one of the site's most-used tools and treated as a first-class experience

Putting the “Family” in Family-Owned

The Shapira family isn't a footnote to Heaven Hill's history, the family is the history. Rather than treating "About” as one catch-all page, we built out a full Our Company section, giving the story room to breathe across three dedicated pages: Mission & Vision, Our Culture, and Through the Years.

Through the Years is a scroll-based timeline that traces the company's history from its Depression-era founding to its current standing as a global spirits supplier, with the Shapira family woven throughout.

Our Culture, an entirely new addition to the site, speaks directly to current and prospective employees, covering the company's Spirited Commitment to its people, environmental sustainability goals, and community involvement. It cross-links to career postings so the story of the culture and the invitation to join it live right next to each other.

Mission & Vision rounds out the section, giving Heaven Hill a clear, standalone place to state what the company stands for and where it's headed.

Together, these pages let visitors go as deep into Heaven Hill's story as they want, whether that's a quick read on values or a longer scroll through nearly a century of history.

Designed to Age Well

Heaven Hill’s content team needed a site they could keep growing long after launch. So we built the CMS around flexible, reusable components instead of one-off page templates. Brands and sub-brands share a consistent structure, news and media are easy to manage, and modular content blocks let the team build new pages without calling a developer every time something changes. The goal wasn’t just to make launch day easier. It was to make every update after it easier, too.

The Result

The new HeavenHill.com gives every audience a better way in. It’s quick and intuitive when they know what they need, and rich with story when they want to dig deeper. It replaces a functional-but-flat legacy site with a digital experience built around the same ideas driving Heaven Hill’s broader rebrand: people, connection, and Thriving Together. Today, the website doesn’t just tell you about the company. It looks, sounds, and feels like it.

Your website has a job to do. It might as well tell a great story while it's at it. If you're ready for a site that's as strategic as it is beautiful, give us a shout. We'd love to talk.