403: Inside Bardstown’s Bourbon Tourism Boom with the Bourbon Capital Alliance

Executive Director Sam Lacy shares new National Bourbon Week data, details the new Bourbon Capital Diplomat Program and previews 2027

The Bourbon Lens podcast has released a new episode featuring Sam Lacy, Executive Director of the Bourbon Capital Alliance (BCA). Lacy explains how Bardstown has grown from a short distillery stop into a full-weekend bourbon destination.

Hosts Jake Lewellen and Scott spoke with Lacy at the BCA’s Brandy Almo Penthouse in Spalding Hall. Lacy covers the BCA’s growth from 2016 to 2026, the hotels and restaurants opening downtown, and the new Bourbon Capital Diplomat Certification Program.

“Really, you know, in a nutshell, we exist to build a comprehensive bourbon experience in and around Bardstown on behalf of this fantastic local community that I grew up in, and also our 10 incredible partner distilleries.”

National Bourbon Week data

National Bourbon Week grew from a 30-minute National Bourbon Day ceremony in 2018 to an eight-day event in 2026. Lacy shared booking data collected from partner distilleries. It shows bookings from 37 states, with 70% from out of state.

“It’s definitely not a local thing. We are bringing people in from all over the country and they stay in our hotels, they eat in our restaurants, they go to our distilleries, they go downtown, they make use of the Bourbon Capital District.”

The second annual Bourbon Capital Mashup sold out. A charity bottle auction raised $2,000 for the Guthrie Opportunity Center, which serves developmentally disabled adults in Nelson County.

Bourbon Capital Diplomat Program

Launched about two months before the interview, the Diplomat Program trains bartenders, servers and other hospitality workers. A 90-minute class includes a welcome cocktail, four tasting pours, a custom handbook and a 50-question exam. The cost is $75. About 60 people were certified in the first two months, and partner distilleries offer perks to certified Diplomats.

“If you’re more educated about these products, you can much more easily upsell a consumer or sell a second drink.”

Downtown growth

Lacy pointed to new hotels, restaurants and downtown tasting rooms. The Bourbon Capital District, launched in 2024, lets patrons carry drinks between participating bars. Hosts and guest agreed that Bardstown now supports a full itinerary.

“I came for the bourbon and then I stayed for everything else.” – Jake Lewellen

“If you can only come to Kentucky for like two days. It’s like if you don’t end up in Bardstown, you’ve done it wrong.” – Scott, Bourbon Lens

What’s next

BCA plans to announce National Bourbon Week 2027 dates in October, post the full schedule in March 2027, and open ticket sales shortly after. Lacy said the focus for 2027 is expanded paid marketing to bring in more visitors.

Where to learn more

Diplomat Program: BourbonCapitalAcademy.com
National Bourbon Week: NationalBourbonWeek.com
Bourbon Capital Guild member lottery (25 names drawn each December): BourbonCapitalGuild.com
Full episode and show notes: www.bourbonlens.com

About Bourbon Lens
Bourbon Lens is a weekly bourbon podcast and community hosted by Jake Lewellen and Scott, with discussions, tastings and industry insights. Visit www.bourbonlens.com, follow @bourbonlens on Instagram and join the Discord community.