When the sons came of age, he sent them forth to open similar stores in the surrounding area. "At Heaven Hill Distillery we are committed to the growth of Kentucky bourbon and invite fans to experience, taste and learn from storied brands across our award-winning portfolio," said Max. Latts comes home to Heaven Hill Distilleries Heaven Hills third core Bourbon brand, Larceny ($25 a 750-ml. The longest surviving of the five Shapira brothers was George Shapira who passed away in 1996. ), is a wheated Bourbon whose taste profile is inspired by Old Fitzgerald. Max Shapira joined the bourbon maker in 1970 after working on Wall Street. Also important is the Evan Williams Bourbon Experience, a multimillion-dollar immersive tourism destination in a tall townhouse on Louisvilles Whiskey Row. Primary Organization. It pushes Jews to the home production of alcohol and kosher wine., As far back as the late 1400s, anti-Semitism in Europe had economically marginalized Jews and pushed them into occupations that other people found distasteful, or were even illegal, like money lending and the running of pawn shop operations and things like that, she continues. Heaven Hill will immediately begin its search to identify a new Chief Marketing Officer, while the Chief Operating Officer position will not be backfilled. the Shapira family at Heaven Hill Distilleries through a third They actually started buying up other brands whean almost everyone else way selling. Shapira, Max L. - The Wall Street Transcript Learn more about theHeaven Hill Bourbon Experience.Learn more aboutHeaven Hill Springs Distillery.Learn more about Evan Williams Bourbon Experience.View allBardstown and Nelson County Distilleries.View allKentucky Distilleries.View allAll US Distilleries. Following graduate school, he accepted a position at J.P. [4], On November 7, 1996, Heaven Hill's production plant (registered plant DSP-KY-31[6]) was almost completely destroyed by fire. The Jews Who Made American Whisky - The Daily Beast The more upscale Elijah Craig ($30 to $200 a 750-ml.) Their owners either went out of business or sold them off because they were non-core assets.. . It won the 2018 Tales of the Cocktail Spirited Award for the worlds best drinks podcast. This interview is from the Kentucky Bourbon Tales Oral History Project, Louie B. Nunn Center for Oral History, University of Kentucky Libraries. While the Shapiras werent distillers, money was an even more important asset at the time and they had the $15,000 to buy into the project. Max has been with Heaven Hill for 48 years and at the helm of the Bourbon Behemoth during a period of rapid growth and expansion and brand acquisitions which has made Heaven Hill the worlds second largest bourbon distiller by volume. My dad, grandfather and his brothers built a company with an enduring legacy of family and independence that is increasingly unique in distilled spirits, said Kate Latts. independent), with well-known, merchandisable brands in every We expect Deep Eddy to be a 2-million-case brand, and hopefully a 3-million-case brand, Andy says. The next generation has got to want to come in. When Prohibition was repealed in 1933, the family was approached by a group of investors looking to open a new distillery. We became determined to have a branded product in every category where it made sense. And it was a similar story for third-generation Kate Shapira Latts, who. Heaven Hill names new leaders of Kentucky bourbon company | Lexington grown to become a major distilled spirits exporter with products The Blum family owned the brand until 1967, when it was sold to American Brands. Our teams have RFID guns to shoot and read every single barrel.. Heaven Hill was founded by several investors shortly after the repeal of Prohibition in 1935, including a prominent distiller, Joseph L. Beam, and a member of the Shapira family. The revamped facility has brought major productivity savings while also keeping everything on-site. But one thing remains the same: the Shapira family's commitment to producing great Kentucky Bourbon. He grew up in Bardstown, Kentucky, where his family's company, Heaven Hill Brands, is located. They had no inventory, no warehousing, and no brand. Drink Wisely., Media Contact:Lauren NewcombHeaven Hilllnewcomb@heavenhill.com, responsibility statement | Founded in 1935, Bardstown, KY -based Heaven Hill Brands (www.heavenhill.com) is the nations largest independent, family-owned and led spirits producer and marketer and the worlds second-largest holder of Kentucky Bourbon. Heaven Hill acquired Hpnotiq liqueur in 2003, and created Pama pomegranate liqueur in 2005. The same was true of alcohol, especially because, in Eastern Europe, it was related to tax collection.. Nevertheless, on December 13th, 1935, the first barrel was filled at Heaven Hill Distillery, formerly known as Old Heaven Hill Springs Distillery. The original name was "Old Heavenhill Springs" distillery. He came aboard at Heaven Hill at the age of 28 in 1970 as the Director of Corporate Planning after five years at J. P. Morgan on Wall Street working in corporate acquisitions. The company is exploring a variety of optionsincluding construction of a new distillery elsewherebut no final decisions have been made. Shapira would become the Captain and pilot of the Heaven Hill ship guiding through both good and bad times. As he tells it, his daughter always wondered why he never asked about her coming into the business, and one day she discussed the idea with her mother, Maxs wife Ellen. But since the Depression continued on and banks were afraid of giving liquor companies loans, most distillers had to find another source of capital. The Heaven Hill company strongly emphasizes the history and traditions of bourbon in its public relations, highlighting the company's location in the historical home of bourbon-making and its status as the only such company still under local ownership. Max became the first member of all the Shapira grandchildren to join the family business. Uniquely Jewish Event at Evan Williams Experience Was Fun Were proud to produce more Bottled-in-Bond products than any other American Whiskey distiller. See all featured cocktails. He encouraged Master Distiller Parker Beam to amp up research and development inside of Heaven Hills laboratories to find new products. gads.async = true; Board Member. They also built upon their current route structure to leverage their new and acquired products with their existing distributors. Well be able to support around 20 million cases., For Max, the transformation of Heaven Hill from a regional whiskey purveyor into a diversified national spirits powerhouse represents a long resum of achievement in brand-building, deal-making and expansion. The company bought Admiral Nelson rum from Luxco in 2011, and the brand is now the U.S. markets second-largest spiced rum at 855,000 cases. Kentucky Bourbon Tales Oral History Project | Louie B. Nunn Center for [10] While fermenting, mashing, and distilling occurs at the new distillery, aging, bottling, and shipping still occur in Bardstown. (BARDSTOWN, KY)Max Shapira is a well known name in the Bourbon industry, for good reason. (function() { But when it comes to drinks, the item that usually pops into peoples minds first is, sadly, the sickly sweet kosher wine Manischewitz. She cites the acquisition of Christian Brothers in 1999 and the purchase of Hpnotiq in 2003 as turning points in that development. This episode of the podcast Life Behind Bars features Max Shapira, president of Heaven Hill, whose family went from merchants to one of Americas largest whiskey producers. Heaven Hill Brands Learn more about the family that started it all. They have added immeasurably to the companys successes and built a foundation for future generations. The old facility in Dripping Springs is now used as a visitor center. Bardstown, KY 2023. On this episode of the award-winning podcast Life Behind Bars, co-hosts David Wondrich and Noah Rothbaum are joined by Max Shapira, president of Heaven Hill, to talk about how his family built one of Americas largest independent whiskey companies and turned Evan Williams and Elijah Craig bourbons and Rittenhouse Rye into best sellers. Send it to The Daily Beasthere. Max had graduated with his Masters in Business Administration from Harvard and worked on Wall Street for five years before coming back to join the firm. Just down the road are his landsman (countrymen) Heaven Hill, which produces a number of whisky stalwarts, including Evan Williams Bourbon, Elijah Craig Bourbon, Rittenhouse Rye and Pikesville Rye. Today our system controls everythingpurchasing, manufacturing, inventory, finance and pricing. I am highly confident the best is yet to come.. The award created a surge in demand thats likely to resonate in 2018 and beyond. Heaven Hill Distillery | Meet The Shapira Family Joe Beam remained as Master Distiller, along with his youngest son, Harry. googletag.cmd = googletag.cmd || []; After completing their undergraduate and MBA degrees at Duke University, Kate and Allan then joined Procter & Gamble with careers in marketing and finance, respectively. Summary Court Records Contact & Personal Details Relatives & Associates Reviews Max Shapira is 78 years old and was born on 01/08/1944. But these distilling and wine-making skills were appreciated when they began immigrating to America, since, when [Jews] show up in the United States, they arrive to a heavy drinking culture, says Davis. I had grown up in it, and knew what it was all about., Indeed, growing up was all about the family business. So pour yourself a glass of whiskey and listen to this episode of Life Behind Bars. He was a peddler, who wore a pack on his back and sold notions, thimbles and threads to households around the town. Last year, production was moved to a new facility in Buda, Texas, about 20 miles from Deep Eddys original home in Dripping Springs. Heaven Hills marketing offices have been based in Louisville since 2005. bourbon distiller to become the countrys seventh largest overall The award was named in 2015 for Parker Beam, who joined Heaven Hill in 1960 as a sixth-generation distiller in his storied family. The move coincided with a major packaging upgrade. Heaven Hill - Wikipedia Demand became further strained as the whiskey boom exploded: Elijah Craig took price increases to slow growth, but instead the brand accelerated. Heaven Hill Distillery Announces BIG Leadership Change. Two of the sons of the five Shapira brothers followed in their collective fathers footsteps. I loved what I was doingit was an exciting time and I learned a lot, he says. Heaven Hills diversified portfolio of brands includes Evan Williams, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy Vodka; Admiral Nelsons Rum; Black Velvet Canadian Whisky; Lunazul Tequila; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur, plus the newly-acquired Samson & Surrey portfolio. In Bardstown, Ed Shapira and his brothers agreed to invest in a new distillery, and eventually bought it outright. Altogether, Max along with his wife Sara has an estimated net worth of $1 million. var node = document.getElementsByTagName('script')[0]; If they wanted a brand of some sort, it got created. Max concurs with that assessment. You hear stories of family businesses where the lead generation wont let go. Gender Male. Shapira, the last surviving member of the five founding brothers. Under Maxs leadership, Heaven Hill developed into a global company with an award-winning portfolio of brands across a broad range of product categories and is now one of the industrys largest and most successful companies. So pour yourself a few fingers of delicious bourbon or rye and toast the Jewish pioneers who helped create America's wonderful whiskies. Heaven Hill plans $65 million expansion, new visitors center That was a pretty good job for an 8-year-old, watching those big trucks roll in, he recalls. var gads = document.createElement('script'); (By the late 1800s, according to Reid Mitenbulers exhaustive book Bourbon Empire, about a quarter of the whisky business in Louisville was Jewish despite the group making up just three percent of the citys population.). His trade became a successful enterprise, and he opened a brick-and-mortar store to sell his wares. From that point on the name stuck. In his transition, Max will begin his new role as Executive Chairman, providing partnership and counsel on the strategic direction of the business as well as actively leverage his extensive relationships and industry experience in support of the companys long-term growth goals. Allan, as COO, oversees such areas as finance, production, information technology, human resources, legal and administration. ", Max would eventually assume a leadership role for the second generation, a position he continues to hold today. Shapira left the family and Bardstown to go to college. But when asked to name his greatest accomplishment, none of those top the list. I heard about it at breakfast, lunch and dinnerand after dinner too, Max says. Theyre very involved and passionate, and that doesnt happen very often.. The company was built on family bedrock, co-founded in 1935 by his father, Ed Shapira, and his four brothers and has since grown to become the largest family owned/run distillery in the US, presently. It is no surprise, then, that Bernheims younger brother, Bernard, soon joined him in Kentucky. In their new roles as co-presidents, they will continue to pursue Heaven Hills strategic growth plans and corporate vision working collaboratively on all key decisions. Discover how our famed local water helps shape the flavor of American Whiskey. Since joining the company in 2001, Kate and Allan have been transformational leaders driving Heaven Hills accelerated growth. is about five and a half years old and 86 proof, and its less expensive than Jim Beam White, which is four years old and 80 proof, notes master distiller and vice president of operations Denny Potter. Growth continued, though not without some bumps along the way. In 2016, the company changed Elijah Craig 12-year-old to Elijah Craig Small Batch, dropping the age statement, but retained it for Elijah Craig Barrel Proof 12-year-old and for the 18- and 23-year old expressions. For over 85 years, we've devoted ourselves to the craft of fine American Whiskey. Max had graduated with his Masters in Business Administration from Harvard and worked on Wall Street for five years before coming back to join the firm. The family, according to F. Paul Pacults book, American Still Life, needed to construct a completely new distillery and introduce to the world Colonel James B. Beam Bourbon, since they had lost the intellectual property rights to their original brand Old Tub. Since then Max has changed 2 companies and 2 roles. Another brand that has a very similar history to Heaven Hills is, actually, Jim Beam. Along with an expanded portfolio has come a transformation from spirits supplier to brand builder. A Generational Shift at Heaven Hill Distillery: Max Shapira Handing We're proud of the spirits we've crafted, and grateful the critics agree. The name was taken from William Heavenhill, a farmer who previously owned the land. Legend has it that when the distillery permit was filed, the name was typed in as two words instead of one. Similarly, they share their second child, SAndra Grace Shifrin on 23rd December 2017. While diversification has been crucial to Heaven Hills development, American whiskey is still its heart and soul.
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