HEAVEN HILL BUYS DEEP EDDY

Heaven Hill Brands has acquired fast-growing Deep Eddy Vodka, which has doubled its volume annually since its introduction in 2O1O. Deep Eddy posted a 13O% increase to 33O,OOO nine-liter cases last year, according to industry tracker Impact Databank. Heaven Hill said the brand has grown to more than 5OO,OOO cases today. It is valued at between $165 million and $3OO million. Deep Eddy will operate as an independent company within Heaven Hill and continue to be overseen by its current president, Eric Dopkins. Distribution and production will be managed in Texas where it’s based. Though bourbon sales have been on the rise, vodka remains the largest liquor category by volume in the country with 66.9 million cases sold last year, according to the Distilled Spirits Council of the US.