The Kentucky Bourbon Trail has evolved and expanded over the years, with the original trail featuring seven distilleries growing to showcase 46 distilleries today. The growth of the trail highlights the increasing popularity of bourbon tourism in the Bluegrass State. Established in 1999 by the Kentucky Distillers’ Association, the trail has attracted over 18 million visitors from across the United States and around the globe, making it a must-see destination for whiskey enthusiasts.
In an effort to consolidate the burgeoning bourbon tourism industry, the separate Kentucky Bourbon Trail Craft Tour for smaller distilleries has been merged into the main trail. This strategic move aims to provide tourists with a comprehensive experience by including both large and small distilleries along the trail. The new tourism and marketing strategy includes a revamped logo and digital marketing campaign to attract visitors to plan their bourbon trips in Kentucky, building on the state’s reputation as the heart of bourbon country.
Smaller distilleries that were previously part of the craft tour view joining the Kentucky Bourbon Trail as a significant milestone, equating it to making it to the big leagues in the bourbon industry. The consolidation of the tours will likely change perceptions of smaller producers and lead to increased tourism at their facilities. Producers see tourism as an essential aspect of brand promotion, and being part of the renowned Kentucky Bourbon Trail will elevate their status and visibility in the industry.
The global appeal of bourbon tourism has created more business opportunities for Kentucky producers, leading to increased export potential for the state’s bourbon industry. Despite challenges posed by the pandemic, attendance at the Kentucky Bourbon Trail and Kentucky Bourbon Trail Craft Tour surpassed 2.5 million visitors last year. This surge in visitors has contributed to the economic impact of the bourbon industry in Kentucky, injecting $9 billion into the state’s economy each year and creating jobs while attracting tourists from around the world.
With record-breaking production numbers and increasing investments in capital projects, Kentucky distillers are poised for continued growth in the bourbon industry. The state’s distillers produced a record 2.7 million barrels of bourbon in 2022, with a total inventory of 12.6 million barrels aging in warehouses at the start of 2023. This significant investment in aging bourbon barrels underscores the long-term commitment of Kentucky distillers to the quality and future of the bourbon industry. Kentucky’s dominance in the global bourbon supply is evident, with the state producing 95% of the world’s bourbon supply, according to the Kentucky Distillers’ Association.
