As the world of whiskey celebrated Bourbon Heritage Month, the Kentucky Distillers’ Association unveiled a new brand that looks to grow the state’s legacy in bourbon even further.
The new “Kentucky Bourbon” brand and its official slogan, “The Proof Is Here,” builds on what’s seen by the industry in that state as the centuries-old reputation of the Commonwealth’s signature spirit and strengthens Kentucky’s position as an official authority on all things bourbon.
“Throughout time, there are certain brands that are inextricably linked with their homeplaces,” said Eric Gregory, president of the Association, in a prepared statement. “Georgia peaches. California raisins. Maine lobsters. Kentucky is the birthplace of bourbon, synonymous with whiskey excellence and elegance, and that will never change.”
The “Kentucky Bourbon” identity offers a take on the $8.6 billion homegrown bourbon industry that’s revered by many for its time-honored traditions and craftsmanship. Features include a new logo, website and digital campaigns to reach both consumers and industry audiences.
The new kybourbon.com website offers a chance, according to those behind it, to explore and celebrate Kentucky bourbon, learn the basics, try recipes and food pairings, dive into its rich history and read stories about everything related to America’s only native spirit from a diverse perspective.
The blue in the flagship logo is based on the color of the Kentucky flag, Gregory said. The flag also features the state’s official motto – United We Stand, Divided We Fall – which is said to have been a founding principle when the KDA was created in 1880 by early distilling pioneers.
“People love Bourbon and their fascination is only getting deeper. Millions of visitors to the world-famous Kentucky Bourbon Trail tour have shown us that,” said Pauline Rooney, Chairwoman of the KDA’s Board of Directors and Vice President of Distillation and Maturation for Diageo North America.
“But visiting Kentucky’s iconic distilleries is only the beginning. The experiences, culture and lifestyle of it all tell a story far greater than just what’s in your glass — and that’s what Kentucky Bourbon is all about.”
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Chris Morris, the Hall of Fame Master Distiller for Brown-Forman and Secretary-Treasurer of the KDA Board, said, “While Bourbon can technically be made anywhere in the United States, any bourbon lover will tell you it’s just not bourbon unless it’s made in Kentucky. This brand will drive Kentucky’s stake in the global whiskey industry even deeper, reminding the world that there is only one true and authentic home of bourbon.”
Bourbon is an economic and tourism engine in Kentucky, generating more than 20,100 jobs with $1 billion in payroll. The Commonwealth has more aging barrels of bourbon and other spirits than any other state in America. Global exports have now surpassed more than $500 million a year.
The Kentucky Bourbon Trail and Kentucky Bourbon Trail Craft Tour experiences hosted nearly six million tours over the past five years with total attendance in 2019 at nearly two million, the highest number since the association founded the Kentucky Bourbon Trail tour in 1999.
Amir Peay, owner of James E. Pepper Distillery in Lexington, said when people hear the word bourbon, it’s not a coincidence that they automatically think of Kentucky.
“Kentucky is not only the birthplace of bourbon, but for hundreds of years the art of making fine bourbon has been perfected in Kentucky and that wisdom, craft and pride has been ingrained in the people and culture who make it there every day,” Peay said. “This brand will reinforce for the world the quality, provenance, history and authenticity of Kentucky Straight Bourbon Whiskey and the depth of meaning that lies within those four words.”
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