• by Fern Siegel , September 30, 2024

Bourbon is the backbone of Kentucky. What began in 1783 is today “a $9 billion economic and tourism powerhouse,” said Eric Gregory, president, Kentucky Distillers Association.

To promote the travel aspect, the Kentucky Bourbon Trail is celebrating its 25th anniversary with a new campaign, consisting of a website rebranding, new logo and social videos: “Kindred Spirits”  and “State Line.”  Print and OOH ads in airports will follow in 2025.

Lewis is handling all creative work.

More than 2.5 million people visited the Kentucky Bourbon Trail in 2023, according to the KDA, created in 1999 to open the state’s most historic distilleries to tourism. Now 42 distilleries are available to tour. The work positions the KBT as a destination, similar to California wine country.

“The primary objective of the branding campaign is to reintroduce the Kentucky Bourbon Trail to the world. This is not the same Bourbon Trail experience from 25 years ago, and Kentucky is not just the misperceptions that many have,” Tom Johson, vice president-integrated creative director, Lewis, told Agency Daily.

“The Kentucky Bourbon Trail should not be about completion, but centered on enjoying your time in Kentucky and taking in all that each unique distillery has to offer. We want our guests to savor the experience.”

The new logo, modern and customized, evokes a new KBT chapter. The Build Your Own Bourbon trail lets visitors tailor a trip to their singular tastes — exploring big-name bourbons and smaller distilleries. The brand colors are a tribute to the craft of making the spirit (copper) with a nod to the state’s landscape (Kentucky bluegrass).

Kentucky is responsible for 95% of bourbon production. The reasons are organic. The water in Kentucky is hard — with a high pH and a high proportion of minerals, including calcium and magnesium, which are optimal for distilling. The yeast in bourbon favors those minerals. Plus, the state has rich, fertile soil, ideal for growing the whiskey's major ingredient: corn. (Bourbon must contain at least 51% corn.)

“We sought to build a brand that was modern, yet had a nod to bourbon's craftsmanship and rich history. It had to have a sense of familiarity for our existing guests, while feeling much more modern with a touch of attainable luxury for the next generation of more diverse visitors,” added Johson.

Lewis’ client work includes Alabama Launchpad, LED Technologies and ALS Network.