Heaven Hill Celebrates Bernie Lubbers’ Legacy as Whiskey Ambassador Emeritus – Stay Bonded
A New Chapter for a Whiskey Legend
BARDSTOWN, KY — (May 1, 2025) — Heaven Hill Brands proudly honors Bernie Lubbers, who transitions from his role as National Whiskey Ambassador to Whiskey Ambassador Emeritus effective May 1, 2025. Known as The Whiskey Professor, Lubbers will continue to support Heaven Hill’s whiskey education and advocacy efforts, cementing his enduring legacy.
A Champion of Whiskey Education
With nearly two decades at Heaven Hill, Lubbers has brought the company’s award-winning portfolio to life through engaging storytelling and whiskey expertise. A former stand-up comedian, he played a pivotal role in the resurgence of Bottled-in-Bond whiskey, reintroducing its historic significance to modern audiences. His unique blend of humor and knowledge has made him a beloved figure in the industry.
“Bernie’s passion for whiskey, people, and history is unmatched,” said Matt Blevins, Chief Marketing Officer at Heaven Hill Brands. “He’s not just a champion for our brands—he’s helped shape how the entire industry educates and engages. We’re thrilled that Bernie will continue to be part of the Heaven Hill family in this next chapter.”
A Lasting Impact
As Whiskey Ambassador Emeritus, Lubbers will remain a trusted advocate, participating in select consumer and trade events to share his expertise. His contributions have earned him the title of Global Whiskey Ambassador of the Year by Whisky Magazine at Whisky Live in 2009, 2012, and 2016.
“Being part of Heaven Hill has been the honor of a lifetime,” said Lubbers. “I’ve always believed that whiskey is more than a drink—it’s a story, a tradition, a bond between people. I’m proud of what we’ve built together, and I look forward to continuing to share that spirit in new ways as Whiskey Ambassador Emeritus.”
The Whiskey Professor’s Journey
Traveling over 100,000 miles annually, Lubbers educated trade and consumers through his renowned presentation, The Evolution of Bourbon, blending music, history, and storytelling. He also authored Bourbon Whiskey: Our Native Spirit, a key resource for whiskey enthusiasts and professionals.
About Heaven Hill Brands
Founded in 1935 in Bardstown, KY, Heaven Hill Brands is a leading independent, family-owned spirits producer and the world’s second-largest holder of Kentucky Bourbon. Its portfolio includes Evan Williams, Elijah Craig, Old Fitzgerald, Larceny, Rittenhouse Rye, and more. Named a 2024 Best Managed Company by Deloitte Private and The Wall Street Journal, Heaven Hill continues to innovate while honoring tradition. Visit www.heavenhill.com for more.
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