Lexington, KY - Napa Valley, Calif., is considered the premier grape-growing area of the United States, with dozens of top vineyards and wineries. Its tradition dates back to at least the mid-1800s. It is the second leading tourist destination in California, right after Disneyland, with approximately 4.7 million visitors annually. Makers and promoters of a Kentucky-made product - bourbon - would love to see the Kentucky Bourbon Trail become as well known internationally as wine making is in California's Napa Valley.
About 95 percent of all bourbon in the world is distilled in Kentucky, and it is considered one of the state's signature products, like Thoroughbreds. The Kentucky Bourbon Trail, now celebrating its tenth anniversary, is a series of eight tours of Kentucky distilleries. Inspired by California's wine country and Scotland's whiskey-making region, the Trail includes the following distilleries: Buffalo Trace in Frankfort; Four Roses and Wild Turkey in Lawrenceburg; Heaven Hill and Tom Moore in Bardstown; Jim Beam in Clermont; Makers Mark in Loretto; and Woodford Reserve in Versailles. More than two million people have toured the various facilities since the Trail was created.
Can Kentucky's Bourbon Trail earn the same name recognition, popularity and economic benefit that California's Napa Valley has? "Absolutely," said Eric Gregory, president of the Kentucky Distillers Association. "Bill Samuels (Maker's Mark president) and I have talked about this a lot. We're right on the edge of becoming the next Napa Valley. Attendance for the Bourbon Trail has been rising over the last ten years without really much of a marketing plan at all," said Gregory.
The Distillers Association is undergoing a strategic planning exercise to examine the Bourbon Trail and ways to work effectively with the individual distilleries to provide the resources necessary to make the trail another Napa Valley, Gregory said. There's been good publicity recently to help pave the way. "We've had some national press. There's a nice feature coming out this fall about the Bourbon Trail in Southern Living magazine," Gregory said.
Some feel Kentucky would have an easier go of it because there are far fewer bourbon distilleries than there are wineries in Napa Valley. The Bourbon Trail is a more concentrated and manageable trip for tourists. "All of us looked at what they've done in California by combining tourism, destinations and their products to provide a quality experience for visitors," said Larry Kass, director of corporate communications for the Heaven Hill Distillery. "It's just a question of taking the image and reputation that we already have worldwide and packaging it with a nice box and bow like Napa Valley has."
Of course, the economy is weighing on industry leaders as they wonder when the recession will bottom out. Nonetheless, there have been encouraging signs. "We've been pleasantly surprised in the past year to see a lot of people following the trail on what is called a 'staycation,' where you visit places closer to home," said Gregory. "A lot of Bourbon Trail visitors are coming from surrounding states. Even in this economy, Trail tourism has been increasing 10 to 15 percent."
The Kentucky bourbon distilleries are looking forward to the 2010 Alltech FEI World Equestrian Games as a showcase for their product. The KDA, with support from the Kentucky Department of Travel, will sponsor the Kentucky Experience pavilion, featuring the art, food, music and natural beauty of Kentucky. The KDA hopes the hands-on experience will whet visitors' appetite for bourbon.
"We'll have a Kentucky bourbon tasting bar there," said Gregory. "We hope international visitors go back to their home countries and tell their friends about our fantastic bourbons and the Bourbon Trail and come back again."
Interest in bourbon waned in the 1970s and '80s, but has come roaring back. The industry can thank the emergence of single barrel, single batch, super premium bourbons for the revival. Kass said millions of consumers are aware of bourbon because of worldwide distribution. "It's perceived in a more positive way than ever before, especially internationally. We're also helped by the great stories and heritage behind our distilleries and master distillers that increases the appeal of bourbon," he emphasized.
Some developers hope bourbon sees a resurgence in Lexington too, with the development of an entire quarter devoted to the drink. The Distillery District would be located on 40 acres of what was formerly the James E. Pepper Distillery, a now-blighted area off Manchester Street near downtown. It might include a demonstration distillery, restaurants, bars, some retail and office space, walking and bike trails, and more. The KDA has written a letter of support for the project.
"We think the Distillery District can be an excellent gateway project for this side of the Bourbon Trail, for visitors staying overnight in Lexington," remarked Gregory. But the district must have a working distillery before it can officially join the Trail. "Until someone comes in and restores the old distillery and actually starts making bourbon, they will not be eligible for membership on our Trail. But we are still talking about ways to promote each other," Gregory said.