Congressman Barr’s Congressional Bourbon Caucus is a bipartisan group dedicated to strengthening the Bourbon industry and educating other Representatives on legislative and regulatory issues impacting it. “As we celebrate the 25th Anniversary of the Kentucky Bourbon Trail®, we honor the tradition, craftsmanship, and economic vitality that Bourbon brings to our Commonwealth,” said Rep. Barr, from Lexington, one of the KBT’s official Gateway communities. “This milestone underscores our rich heritage and the global recognition of Kentucky as the true home of Bourbon. Cheers to another 25 years of excellence and innovation in one of our homegrown signature industries!”
Celebrating a Milestone in Bourbon History
Rep. Morgan McGarvey, co-chair of the Congressional Bourbon Caucus, was scheduled to participate but had an unexpected emergency. Sen. Yates, the chamber’s Minority Whip and former President of the Louisville Metro Council, stepped in to discuss the KBT’s local and state impact. “It’s been amazing to see how the Kentucky Bourbon Trail® and Bourbonism have revitalized tourism in Louisville, especially on our historic Whiskey Row,” Sen. Yates said. “Bourbon is unique to our Commonwealth and important to its future. I’m proud to work alongside legislators on both sides of the aisle and each level of government to protect and elevate its importance in Kentucky.”
Federal and State Recognition
To celebrate the 25th anniversary and future prospects, the Kentucky Bourbon Trail® received special recognition from federal and state governments. U.S. Senator Mitch McConnell honored the Kentucky landmark in the Congressional Record. “I want to thank all those involved for their stewardship of Kentucky’s heritage and their work to build our State’s vibrant Bourbon industry,” McConnell said. “As the Kentucky Bourbon Trail® celebrates its silver jubilee, I’d like to extend my best wishes to its dedicated team and all the hard-working Kentuckians who have contributed to the enduring popularity and legacy of Bourbon whiskey.”
Additionally, Governor Andy Beshear proclaimed June 20, 2024, as “Bourbon Trail™ Day in the Commonwealth.” Lt. Gov. Jacqueline Coleman delivered the proclamation and offered a toast to the KBT’s past and future. “For years, Kentucky’s signature spirit has spurred tourism and economic development, helping build our communities,” she said. “With billions in Bourbon investments underway and a bright new future for the Kentucky Bourbon Trail® tour, the world will continue to know that the Commonwealth of Kentucky is the undisputed home of Bourbon.”
A Global Bucket-List Future for the Kentucky Bourbon Trail® Adventure
To plan for the future of this major tourist attraction, the KDA engaged IQS Research to interview thousands of KBT® visitors over the last year. The findings highlighted that:
- 76% of visitors come from outside of Kentucky.
- Visitors typically stay in the region for 3 to 5 days, spending between $600 and $1,400 on dining, entertainment, lodging, and transportation.
- Over 60% have incomes above $100,000.
- 60% of visitors are male, 36% female, and 4% non-binary.
- 12% identified as a racial minority and 7% as LGBTQIA+.
- 91% discovered a new product or Bourbon brand during their trip.
- 97% were highly satisfied with their distillery experience, and 96% would recommend the KBT® to family and friends.
A New Brand Identity for the Kentucky Bourbon Trail®
The KDA collaborated with Nashville-based agency Lewis to create an all-new brand identity for the Bourbon Trail™. Utilizing extensive research, the new logo and brand image reflect the rich colors and textures of Kentucky’s Bourbon legacy. The Trail™ will focus on slowing down the journey, encouraging visitors to savor the experience rather than rushing through it.
Changes to be seen throughout the summer include:
- A fresh new look conveying a sense of discovery and attainable luxury.
- A combined Kentucky Bourbon Trail® and Kentucky Bourbon Trail Craft Tour® into one Bourbon Trail™ program.
- An all-new digital experience to help guests plan their trip like never before.
- The ability to Build Your Own Bourbon Trail® (#BYOBT), allowing visitors to create personalized itineraries.
Industry Leaders on the Future of the Kentucky Bourbon Trail®
Jes Pendergrass, Chair of the KDA Board of Directors, emphasized the unique experiences each distillery offers, encouraging visitors to take their time and savor each moment. Katie Peninger, Vice President of Account Service at Lewis, highlighted the importance of the #BYOBT initiative in meeting the expectations of Bourbon tourists.
For more information, visit www.kybourbontrail.com and follow Kentucky Bourbon Trail® on Facebook and Instagram.
Additional Quotes from Key Officials
Governor Andy Beshear: “Congratulations to the Kentucky Bourbon Trail® for its wildly successful 25 years of showing the world why Kentucky is the birthplace of Bourbon and America’s only native spirit… Cheers to the next 25 years of Kentucky’s signature spirit and adventures along the Kentucky Bourbon Trail® tour!”
U.S. Representative Morgan McGarvey: “Bourbon is America’s spirit — and it’s a billion-dollar industry that creates jobs for hardworking Kentuckians across our Commonwealth… I look forward to seeing our bourbon industry thrive for the next 25 years and beyond!”
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