Expanded Kentucky Bourbon Trail to feature both age-old distilleries and relative newcomers

Rep. Andy Barr, R-Ky., speaks before a gathering to celebrate the 25th anniversary of the Kentucky Bourbon Trail at the Frazier History Museum in Louisville, Ky., Thursday, June 20, 2024. A new-look Bourbon Trail unveiled Thursday will lead visitors to large and small distilleries alike, linking relative newcomers and age-old brands in a collective strategy to build on bourbon tourism's popularity.It began with seven participating distilleries welcoming visitors 25 years ago.

As the original trail grew, it traversed the heart of Kentucky bourbon country, spotlighting such powerhouse brands as Jim Beam, Maker's Mark, Wild Turkey, Woodford Reserve, Evan Williams, Four Roses, Old Forester, Michter’s and Bulleit. Spirit companies have invested huge sums into new or expanded visitor centers to capitalize on the growing appeal of getting behind-the-scenes peeks into how bourbon is crafted.Kim Bard, co-founder of The Bard Distillery in western Kentucky, said it will immediately change perceptions about smaller producers that were part of the craft tour.

Brent Goodin, owner of Boundary Oak Distillery in central Kentucky, predicted that shifting to the Kentucky Bourbon Trail will boost tourism at his and other smaller distilleries. Producers see tourism as an essential part of brand promotion.

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