
The Kentucky Distillers’ Association – KDA created the now world-famous Kentucky Bourbon Trail® – KBT in 1999. What started out as a group of seven distilleries has exploded into a broad collection of 56 distilleries from craft spirits startups to historic brands dating back to the late 1800s. Back in ‘99 a bourbon fan could complete the Kentucky Bourbon Trail in a weekend. Today, that accomplishment could take anywhere from a couple weeks to an entire year to complete.
To celebrate the growth and success of the Kentucky Bourbon Trail, the Kentucky Distillers’ Association put out a call to reimagine the Kentucky Bourbon Trail experience and refresh the branding. The KDA chose to work with Lewis agency from Nashville, Tennessee to tackle the task and in the Summer of 2024 the KDA celebrated a ‘Reimagined Bourbon Trail™’ highlighting craftsmanship with a modern twist.
Pro Tip: The secret is out as the Kentucky Bourbon Trail welcomes over 2.5 million visitors a year. If you are ready to “Do the Kentucky Bourbon Trail” plan ahead. And to be clear, ‘ahead’ means months, not days. Tours, especially in the summer months, fill up well in advance so plan, plan, plan.
Kentucky Bourbon Trail Wins Best of Business: Marketing Campaign

Stay Informed: Sign up here for the Distillery Trail free email newsletter and be the first to get all the latest news, trends, job listings and events in your inbox.
The Kentucky Distillers’ Association is proud to announce that the Kentucky Bourbon Trail Bourbon tourism program has been awarded the Best of Business: Marketing Campaign at the 2024 World Beverage Innovation Awards for its modern brand refresh launched last year to celebrate the KBT’s 25th anniversary.
The Kentucky Bourbon Trail has become a bucket list experience that is sought after around the world. In 2024, the KDA unveiled a new look that celebrates a modern take on the brand while honoring the craftsmanship and rich history that makes Kentucky Bourbon so unique. The modern spin totes a sense of familiarity for longtime guests while also incorporating a contemporary feel with a touch of attainable luxury for the evolving audience.
The reimagined Kentucky Bourbon Trail® continues to reflect the diversity of experiences across its 60 destinations while resonating with the next generation of visitors.
Colleen Thomas, KDA Vice President of Operations shared “We are honored to be nationally recognized for the new vision that has been created for the Kentucky Bourbon Trail®. By creating a modern and approachable brand experience, we are making it even easier for the world to experience Kentucky Bourbon.”
Thomas added that the newly launched digital experience allows users to build the Bourbon Trail™ adventure of their dreams. “By developing a customizable, user-focused experience, we have proudly welcomed eager visitors to truly experience a taste of America’s spirit from the moment they see our brand.”

The updated wordmark and color palette pay homage to the craftsmanship of Bourbon production through a Copper hue with a nod to the Commonwealth’s natural beauty through Kentucky Bluegrass accents. Visitors can “Build Your Own Bourbon Trail®” with digital planning tools, allowing guests to curate their unique Bourbon journey based on their individual preferences and interests.
In partnership with Lewis, the KDA successfully modernized the brand to appeal to the next generation of visitors, marking the beginning of the next era for the iconic Bourbon Trail.
“It was a privilege to collaborate so closely with the KDA to refresh a brand that honors the legacy of Kentucky Bourbon, which will be celebrated for generations to come. We’re thrilled to see the campaign recognized on a global stage during a time when the world has its eyes set on the Kentucky Bourbon Trail®,” said Katie Peninger, VP Account Service at Lewis.






Founded in 1880, the Kentucky Distillers’ Association is the Worldwide Voice of Bourbon™. Its diverse and growing membership produces the overwhelming majority of the world’s Bourbon, from historic, global brands to emerging micro distilleries that are fostering the next generation of the Commonwealth’s timeless craft. Kentucky Bourbon is a $9 billion economic engine generating more than 23,500 jobs and attracting over 2 million visits annually through the KDA’s Kentucky Bourbon Trail® experience. A 501(c)(6) nonprofit organization, the KDA maintains an open membership policy, champions a strong commitment to the responsible and moderate consumption of spirits, and fights to curb underage drinking and drunk driving.
Watch this video for a ‘Sneak Peek’ of the
Reimagined Kentucky Bourbon Trail.
Related Stories
– The Kentucky Bourbon Trail Celebrates its 25th Anniversary and Announces Major Changes on the Way Jun 2024
– Sneak Peak: Kentucky Bourbon Trail Celebrates 25 Years with a Completely Re-Imagined Bourbon Trail [Video] Jun 2024
Learn more about the Kentucky Distillers’ Association.
View all ‘Kentucky Bourbon Trail’ distilleries.
View all Kentucky Distilleries.
View all U.S. Distilleries.
Please help to support Distillery Trail. Sign up for our Newsletter, like us on Facebook and follow us on Instagram and Twitter.