BRAVE COMMERCE Heaven Hill Brands CMO Kate Latts on how to keep longstanding family owned business relevant & innovative
Dec 30, 2021
Kate Latts, CMO of Heaven Hill Brands, a third-generation family-owned spirits company, shares insights on maintaining relevance in today's eCommerce realm. She emphasizes the importance of authenticity, strong distributor relationships, and adaptability in meeting consumer needs. Kate discusses the balance between honoring heritage and embracing innovation, revealing how the brand leverages its successful products while expanding through acquisitions. Plus, she touches on responsible branding and the courage required for effective leadership in this competitive industry.
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Heaven Hill's Authentic Beginnings
- Kate Latts' grandfather and his brother started Heaven Hill after Prohibition.
- They waited four years to release a quality product, prioritizing authenticity from the start.
Keys to Long-Term Success
- Authenticity, relationships, and nimbleness are key to Heaven Hill's success.
- Strong distributor and customer relationships are vital, some spanning three generations.
Diversification at Heaven Hill
- Kate Latts' father diversified Heaven Hill beyond American whiskey in 1970.
- He recognized changing consumer tastes and expanded into vodkas, gins, brandies, and tequila.