Bourbon makers draw tourism buzz

distillers pour money into visitors centers

Associated PressOctober 9, 2012 

CLERMONT — Bourbon fan Tim Allen started his day of sightseeing by sipping whiskeys crafted at a Jim Beam distillery.

"That's smooth as silk," the North Carolinian said after sampling Jim Beam Black, a bourbon aged for eight years before bottling. "If it were close to five o'clock, I would have to do something with that."

Hospitality is overflowing in the once-stodgy bourbon industry, with whiskey makers pouring big money into tourism.

Allen and a buddy from his college days, Woody Parker, were visiting Beam's new $20 million visitors center, which opened recently. Four Roses, another bourbon maker, opened a new visitors center in September. Two more distillers, Wild Turkey and Heaven Hill, are also planning new attractions.

The facilities are outgrowths of the success of the Kentucky Bourbon Trail, which attracted 2 million visitors in the last five years and a half-million in 2011. Eighty-five percent of trail visitors are from outside Kentucky, according to Eric Gregory, president of the Kentucky Distillers' Association, reflecting the growing popularity of the Bluegrass state's staple spirit, made in the rolling hills of central Kentucky.

The KDA announced Monday that a record 13,173 people this year have toured all six participating distilleries on the Bourbon Trail through Sept. 30. That's up from 11,757 in 2011.

Beam's new center, an eye-catching replica of a 1930s stillhouse, is three times the size of the old tourist center, which has been converted into a tasting room. Called the Jim Beam American Stillhouse, it traces the origins of the world's largest bourbon-maker to Jacob Beam, who set up his first still in Kentucky in 1795. It features an original staircase from a historic Beam distillery, and the elevator resembles a giant still.

It's the starting point for an hour-long tour that offers an inside peek at mashing, distilling, barreling, storing and bottling lines, a process that takes years to produce Beam bourbons sold around the world.

"When you go through our tour, you're going to use all your senses — sight, sound, smell, taste," said Jim Beam master distiller Fred Noe, a great-grandson of Jim Beam. "People want to see what it's all about — hands on. And that's what we've got here."

Visitors can peer into fermentation tanks in which cooked grains and water form an oatmeal-like mash, a key part of whiskey-making. In warehouses where whiskey ages, there's the aroma from the "angel's share," the portion of bourbon lost to evaporation while in the barrel.

For Massachusetts visitor Sylvia Smith, touring the Beam distillery evoked fond memories of her father, who enjoyed sipping Jim Beam bourbon with his brother-in-law every Saturday after working on their farm.

"They would have what they called a 'board meeting,'" said Smith, who toured the distillery with her husband. "It was really going to my uncle's bar in his cellar and having a few drinks and man time."

Wild Turkey, another iconic brand, will open a $4 million visitors center next spring, offering striking views of the Kentucky River below the distillery's grounds near Lawrenceburg. The new center will be nearly eight times larger than the current facility.

"This new visitor center will essentially serve as the 'University of Bourbon,'" said Jimmy Russell, Wild Turkey's longtime master distiller.

Heaven Hill Distilleries, whose brands include Evan Williams bourbon, already has a visitors center in Bardstown, but it's building an attraction in downtown Louisville that will feature a small distillery along with exhibits chronicling Kentucky's long whiskey-making tradition. The nearly $10 million attraction's centerpiece will be a five-story-high Evan Williams bottle towering over the lobby.

"We feel confident that it will pay off by building awareness of our brands and company" as well as the overall bourbon category, said Heaven Hill spokesman Larry Kass.

Four Roses Distillery, also near Lawrenceburg, recently opened a new visitors center to promote the 124-year-old brand made at its Spanish Mission-style distillery. The new center and gift shop were part of a $2.4 million expansion.

The Woodford Reserve Distillery near Versailles plans renovations to its visitors center next year and has hired more tour guides.

Lexington Herald-Leader is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere in the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

Commenting FAQs | Terms of Service