Heaven Hill Celebrates Bernie Lubbers as He’s Named Whiskey Ambassador Emeritus
BARDSTOWN, KY — Heaven Hill Manufacturers is proud to have fun the contributions of Bernie Lubbers, who’s transitioning from his day-to-day function as Nationwide Whiskey Ambassador efficient Might 1, 2025. Lubbers will proceed his long-standing relationship with Heaven Hill as Whiskey Ambassador Emeritus, supporting the corporate’s ongoing whiskey schooling and advocacy efforts.
Recognized {industry} extensive as The Whiskey Professor, Bernie has spent almost 20 years bringing Heaven Hill’s award-winning portfolio to life by schooling, storytelling, and his signature wit. A former slapstick comedian turned whiskey authority, he’s broadly credited with serving to lead the resurgence of Bottled-in-Bond whiskey, reintroducing a brand new era of customers to one of many class’s most historic and trusted designations.
“Bernie’s ardour for whiskey, individuals, and historical past is unmatched,” mentioned Matt Blevins, Chief Advertising Officer at Heaven Hill Manufacturers. “He’s not only a champion for our manufacturers—he’s helped form how your entire {industry} educates and engages. We’re thrilled that Bernie will proceed to be a part of the Heaven Hill household on this subsequent chapter.”
As Whiskey Ambassador Emeritus, Bernie will stay a trusted advocate and educator for Heaven Hill’s American Whiskey portfolio—supporting choose shopper and commerce engagements whereas persevering with to share his deep information and keenness for the craft. His affect has been acknowledged industry-wide, together with being named International Whiskey Ambassador of the 12 months by Whisky Journal at Whisky Stay in 2009, 2012, and 2016.
“Being a part of Heaven Hill has been the respect of a lifetime,” mentioned Lubbers. “I’ve all the time believed that whiskey is greater than a drink—it’s a narrative, a practice, a bond between individuals. I’m pleased with what we’ve constructed collectively, and I stay up for persevering with to share that spirit in new methods as Whiskey Ambassador Emeritus.”
Over the course of his profession, Bernie traveled greater than 100,000 miles a yr to teach each the commerce and customers. His one-of-a-kind presentation, The Evolution of Bourbon, combines music, storytelling, and historical past to attach audiences to the roots of America’s native spirit. He’s additionally the creator of Bourbon Whiskey: Our Native Spirit, which stays a staple useful resource for whiskey lovers and {industry} professionals alike.
ABOUT HEAVEN HILL BRANDS: Based in 1935, Bardstown, KY -based Heaven Hill Manufacturers (www.heavenhill.com) is without doubt one of the nation’s largest impartial, family-owned and led spirits producers and entrepreneurs, in addition to the world’s second-largest holder of Kentucky Bourbon, and a 2024 Finest Managed Firm as appointed by Deloitte Non-public and the Wall Avenue Journal. Heaven Hill’s diversified portfolio of manufacturers consists of Heaven Hill, Evan Williams, Elijah Craig, Widow Jane, Larceny, Previous Fitzgerald, and Henry McKenna Bourbons; Rittenhouse Rye and FEW Whisky; Deep Eddy Vodka; Admiral Nelson’s Rum; Black Velvet Canadian Whisky; Lunazul and Ocho Tequila; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur.
