Airing between regular episodes of the VinePair Podcast, “Covid-19 Conversations” takes an inside look at how the coronavirus crisis is impacting all areas of the alcohol business.

In this installment of “Covid-19 Conversations,” VinePair CEO Adam Teeter interviews Kate Shapira Latts, chief marketing officer of Heaven Hill Brands and granddaughter of Ed Shapira, founder of Heaven Hill Distillery. Heaven Hill is the largest independent family-owned and operated distilled spirits supplier in the U.S. While best known for its famous whiskey brands, such as Elijah Craig and Evan Williams, the company’s portfolio also includes many well-known vodka, tequila, brandy, and rum labels.

As CMO and a third-generation owner, Shapira Latts discusses the history of Heaven Hill, as well as how she manages marketing strategies for the bourbon and other spirits brands in the Heaven Hill portfolio. She also shares how Heaven Hill took early steps in the face of Covid-19 at the start of the coronavirus outbreak. For example, at that time, beginning in early February, the distillery pivoted production from potable spirits to hand sanitizer.

Along with prioritizing employees, Heaven Hill has adapted its digital brand messaging to accommodate stay-at-home behaviors. As the country begins to slowly approach reopening, Shapira Latts says the family business will adjust its marketing once again, addressing newly emerging market segments and prevailing consumer demands.

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