In the early 2000s, bourbon was beginning to become a major tourism driver in Kentucky. BCH worked with Louisville Tourism to create a “Bourbon Country” campaign, inviting people to base their bourbon excursions out of the city due to its lodging, dining and entertainment options – plus its proximity to bourbon-centric destinations like Bardstown.
Then in 2013, something game-changing happened. Bourbon brands began building distillery experiences in Louisville, giving fans easier access to the bourbons they loved – without having to leave town. Before you knew it, Louisville was becoming the epicenter of all-things-bourbon.
Following the success of the Bourbon Country campaign – and the momentum created by more and more bourbon brands building distillery experiences in the heart of the city, the answer became clear: Louisville isn’t just a nice place to base your bourbon travels out of. Louisville is the destination itself: Louisville is Bourbon City.
Needless to say, this simple idea opened up a new chapter in the Louisville story, and the impact it has had on the larger culture – from the culinary scene to events – has been profound. To people all over the world, Louisville is now thought of as Bourbon City.