Evan Williams Kentucky Straight Bourbon Whiskey, the second best selling Bourbon in the world, has signed a deal with Championship Bull Riding (CBR) to become the “Official Bourbon of the CBR”.

Turns out fans of professional bull riding are a lot of the same fans of Bourbon.

Evan Williams, wants CBR fans to have a chance to try Evan Williams so they will display and sample at CBR events.

“Given the high index of bull riding and rodeo sports against the Bourbon demographic audience, we feel that our sponsorship of the CBR and Evan Williams’ status as its official Bourbon will allow us to reach a large and growing audience in a relevant and targeted way. With our sponsorship position in professional bass fishing already well-established, we feel that the CBR provides a great environment in which to promote Evan Williams to a different, but equally engaged audience.”

…noted Susan Wahl, Brand Manager for Evan Williams at Heaven Hill.

Evan Williams, named after Kentucky’s first distiller and a past winner of “Best Buy Whiskey of the Year” from Malt Advocate magazine, is produced according to a traditional 200 year old recipe by Heaven Hill’s father and son Master Distillers, Parker and Craig Beam.

Wes Bruce, CEO of Championship Bull Riding said of the new deal…

“We are pleased to have reached a partnership agreement with a producer of such a high quality, uniquely American product. We look forward to a long term relationship with Evan Williams Bourbon.”

Photo by Todd Brewer ToddBrewerPhotography.com