What a difference 25 years makes. Especially when it comes to promoting and marketing the burgeoning bourbon industry in Kentucky.
The Kentucky Bourbon Trail (KBT), a marketing initiative of the Kentucky Distillers’ Association (KDA), turns 25 this year. This week, a variety of government and bourbon industry officials gathered to announce a bit of a makeover for the tourism program supporting an industry that, last year, helped bring 2.5 million distillery visitors to the Bluegrass, is responsible for 23,100 jobs and a $1.63 billion payroll, and an overall economic and tourism impact of more than $9 billion.
“For years, Kentucky’s signature spirit has spurred tourism and economic development helping build our communities,” said Kentucky Lt. Governor Jacqueline Coleman. “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.”
Upcoming changes you can expect to see on the Kentucky Bourbon Trail over the next few months:
- A new logo and graphic design look.
- The combining of the Kentucky Bourbon Trail (the big distilleries) and the Kentucky Bourbon Craft Trail (smaller distilleries producing fewer than 10,000 barrels a year) into one combined Kentucky Bourbon Trail program.
- A new and updated website. (kybourbon.com)
- A new opportunity to 3BYOBT, (Build Your Own Bourbon Trail) to explore your options online before you arrive.
“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. From seven distilleries on the Trail to 46 distilleries and more than 18 million visitors later, it’s a shining example of what Team Kentucky has to offer. For decades, Bourbon has been an integral part of building Kentucky’s economy and bringing people together, and I am excited to see the Kentucky Bourbon Trail ® usher in the next era of sharing Kentucky’s Bourbon heritage with folks from near and far.”
The KDA engaged a research company to interview thousands of visitors to the KBT during the last year. Here’s a look a some of the hightlights:
- 76% of visitors come from outside of Kentucky
- Visitors are coming in packs and staying in the region for 3 to 5 days
- Guests typically spend between $600 and $1,400 on dining, entertainment, lodging, and transportation
- More than 60% have incomes above $100,000
- 60% of visitors are male, 36% female, 4% non-binary
- 12% identified as a racial minority and 7% identified 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 o their family and friends
