Basil Hayden Bourbon, a high-rye Kentucky small-batch straight bourbon, is now the official American whiskey of the Michelin Guide U.S.
The brands will highlight the partnership by providing a co-branded pop-up experience at food festivals nationwide this summer and fall, including the New York City Wine & Food Festival and the San Diego Bay Wine & Food Festival, as well as events in Chicago, Denver, Louisville and Atlanta to promote the alliance.
Basil Hayden craft cocktails are paired with Michelin-inspired food for the "tasting garden."
The Gradient Experiential agency is responsible for creating the immersive tasting-garden experience.
Cara Cornelius, vice president of food and travel experiences for Michelin Americas, said: “Our goal for this new partnership is to bring Michelin-level events to the consumer and show how sophistication and quality can be enjoyed by all.”
Basil Hayden will also serve as an official partner of the 2023 Michelin Guide Ceremonies and formally present the Michelin Exceptional Cocktails Award.
Crafted in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its rivals.
“At Basil Hayden, we aim to unlock experiences to make them accessible and approachable — just like our whiskey. Basil Hayden’s refined yet welcoming taste profile makes it appeal to both whiskey novices and seasoned bourbon drinkers,” added Jonathan Marks, senior marketing director for global small batch bourbon at Beam Suntory, Basil Hayden’s parent company.
The brand's offerings include Basil Hayden Toast, Dark Rye, 10-Year, and the new, limited-time release of Basil Hayden Red Wine Finish.
According to the Kentucky Distillers Association, the "amber wave" pours $9 billion into the Kentucky economy each year, sustains more than 22,500 jobs with an annual payroll topping $1.2 billion, and draws millions of tourists from around the world to the Kentucky Bourbon Trail experiences.
The number of bourbon barrels aging in Kentucky reached a record 11.4 million in 2022. Bourbon provides the state with more than $286 million in tax revenue each year.