Old Forester has a story as rich and complex as their beloved whiskey, and this summer it all comes full circle as the nation’s oldest continually produced spirit opens a new, state-of-the-art distillery and visitor center in its original home, Whiskey Row. Brown-Forman has set the opening date at June 14.
The new, $45 million facility will cover 70,000 square feet, and offer visitors the chance to see up close the entire process of creating bourbon, starting with fermentation and distillation, and going all the way through barrel-making, aging and bottling of the finished spirit. Old Forester’s new home will be an official part of the Kentucky Bourbon Trail tour, open to visitors Tuesday through Saturday, 10am to 6pm, for only $16.
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Bourbon tourism has been steadily growing over the last nine years, according to a report in the Whiskey Wash. Last year, Kentucky distilleries saw over 1.39 million visitors, up from just over a million the year before, and steadily climbing 314% over the last decade. Old Forester’s foray into Bourbon tourism through their new, yet historic, location should add to the draw for whiskey-loving tourists from around the country.
Situated at 119 West Main Street in Louisville, Old Forester’s new location on Whiskey Row is just two blocks from the original distillery at 322 Main Street, where the company bottled its first Bourbon in 1870. The company continued operations at that location for 54 years, including during Prohibition when they switched to producing Old Forester for “medicinal” purposes. The brand relocated to 18th and Howard in 1924, where they rode out the rest of Prohibition and continued producing America’s beloved whiskey without interruption (including a brief period during World War II when the company made industrial alcohol for the war effort).
Now, 94 years later, this demonstrates Brown-Forman’s deep connection to its history, as well as a renewed commitment to engaging with consumers directly, fostering a connection to their flagship brand. Talk to your Breakthru Sales Consultant about how your business can make the most out of the Bourbon Trail tourism and the rest of the Bourbon boom.
Read our interview with Old Forester’s Master Bourbon Specialist, Jackie Zykan, and find out why she’s been excited about this new distillery space since 2016.