Overview

Kentucky Bourbon Trail® was formed 25 years ago as a way for 7 distillers to share their creations. Since then, it has grown into something much richer and more rewarding: one of America’s most beloved ways to gather, taste, and explore 46 signature and craft bourbon distilleries drawing more than 2.5 million visitors from all 50 states and 25 countries. All of which has resulted in an economic impact of $9 billion for the Commonwealth, now generating more jobs, more payroll, more tax revenue, more tourists and more distilleries in more Kentucky counties than ever before. The Kentucky Distillers’ Association recognized the KBT has evolved into something much greater than their current brand represented. After a national search of agencies, Lewis was selected to develop a new brand and website as part of their 25th Anniversary celebration in 2024. 

Industry

Travel & Tourism

Services Involved

Branding

Marketing

Brand Identity

The distilleries on the trail have created new and elevated experiences that are bringing in a more affluent guest. To better reflect today’s experience there was a need for a new brand identity that conveyed a joyful sense of discovery, elevated adventure, and attainable luxury. 

The Digital Experience

In addition to the new identity, creating a new digital experience was critical. A reimagined Kentucky Bourbon Trail that encourages greater exploration, slowing down and savoring the moment in an online experience that’s easier to understand, navigate, plan and enjoy. The new site now allows for better tracking, optimization and understanding of visitors which will in turn help the KBT and distilleries better plan for the future.

Results

The new KBT® brand and website launched to raised glasses from across Kentucky and the globe. Leveraging earned media coverage across national and international markets, we reintroduced bourbon’s birthplace to millions of eyeballs and set the stage to welcome even more discerning pallets.

Results