Kate and Allan Latts
In 1935, shortly after the end of prohibition, five brothers with little knowledge of the spirits industry invested in a distillery south of Louisville, Kentucky. A distillery they would later buy outright in 1938 and turn into what we know today as Heaven Hill, nation’s largest independent, family-owned and led spirits producer and marketer, the world’s second-largest holder of Kentucky Bourbon. Those five brothers, (David, Ed, Gary, George and Mose Shapira) would grow that family business and guide it through the turbulent times of WWII, The Korean War, start of the bourbon depression and Vietnam War in the mid 60’s. The family tradition would continue though, when Ed’s son Max, came onboard in 1970. Max worked with his father learning all aspects of the distilling business until his passing in 1982. In 1996, Max became the second generation ‘Shapira’ to run the family business when the last surviving of the five original brothers, George, died. Max became the new President at Heaven Hill. During his tenure, Heaven Hill expanded its portfolio to include brands in most every liquor category. On June 27, 2022, Heaven Hill Brands announce Max Shapira would be transitioning to the role of Executive Chairman. The new Co-Presidents would be Max’s daughter Kate Shapira Latts and her husband Allan Latts.
Kate Louise Shapira was born on March 6, 1971, in Louisville Kentucky to Ellen and Max Shapira. Early in life she could be found playing store or teacher while other children played house. Indications she had a flair for business and a desire to lead came about early in life. Unlike most kids whose parents have 9-5 jobs, she knew her family was different. Being a child of parents who have a family-owned business, parents do business when business needs to be done. Vacations would be sprinkled with visits to liquor stores to check on which family products were selling, and which were not. Visits to the distillery with dad created memories lasting to this day. While she was in 5th grade her family hosted her school’s field trip to the distillery, a moment she recalls with great pride. While Kate may not have been sure of what her future would hold while she was in middle school, she did have an interest in “The Family Business” showcasing her knowledge in consecutive years science fairs. The first year showing how to make “bourbon” …from grains to mash to fermentation using a small family still. The second year she experimented with which grains provided a starch that would best convert to sugar…. comparing corn, rice, and wheat. Making quite a mess in mom, Ellen’s, kitchen.
Her high school years were completed at Ballard High School in Louisville Kentucky. She spent seven summers at Camp Birch trail in Minong, Wisconsin. At camp she learned more about her religion, Judaism, and developed leadership roles in various Jewish organizations. Not sure exactly what she wanted to do after high school, she enrolled at Duke University from 1989-1993 earning a Bachelor of Arts degree in Economics. As young woman in her early 20’s, who was passionate about education, she decided to further her education at Duke’s Fuqua School of Business, where she would meet Allan Latts, her future husband. Allan also attended Duke and had already earned a Bachelor of Arts in Public Policy Studies. He went on to enroll in the Fuqua School of Business, met Kate and they have been together since. After earning their business degrees, the couple went to work for Proctor and Gamble, Kate as a Brand Manager and Allan as a Financial Analyst for Folgers Coffee.
In 2001, Allan and Kate left Cincinnati and returned to Louisville to join the family business. Allan became the Director of Corporate Planning for Heaven Hill Brands in 2001. Later, in 2008 he would be named Chief Operating Officer. When Kate arrived, she was named Chief Marketing Officer. Allan excels on the business side while Kate thrives in marketing. During her tenure as CMO important changes would occur. Early on, in 2001, the decision was made to repackage Evan Williams and drop the age statement. A decision that would be repeated in 2016 with Elijah Craig. Both were marketing choices driven by business decisions. Maintaining the age statement would necessitate raising prices... blending some young, but quality, bourbons would keep the prices more consumer friendly. Kate was instrumental in the development of Blackheart Premium Spiced Rum. A direct competitor to Captain Morgan and inspired by Blackheart, the Sultry Seductress of the High Seas. Perhaps one of Kate’s most proud Marketing moments came with the introduction of PAMA Pomegranate Liqueur in 2006. The first of its kind on the shelves.
In 2018, Kate received the Lois Mateus Networking award from Bourbon Women and The Kentucky Distillers Association (KDA). During her time at Heaven Hill Brands the brands have truly grown. Heaven Hill sells spirits in nearly every known category and continues to expand. Bourbon compromises only 28% of that portfolio and whiskey (including bourbon) comprises 42%. She and Allan share two children, Jake and Lindsey. They have instilled the Shapira/Latts family values of family, education and heritage into their children. Jake and Lindsey both have expressed interest in returning to the family business, maybe a fourth generation for legacy of Heaven Hill.
