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Bulleit Set To Open Its Visitor Experience Center In Kentucky

The ever increasing number of tourists visiting Kentucky distilleries can be seen as a facilitating factor in these whiskey makers looking into ways to upgrade their visitor experiences. We saw this very recently with the opening of Woodford Reserve’s new visitor center, and now Diageo-owned whiskey brand Bulleit is set to open their own visitor’s center at their new distillery later this month.

The new Bulleit Visitor Experience will open at the Bulleit Distilling Co. in Shelbyville, Kentucky on June 25. When this happens it will officially become the 17th stop on the Kentucky Bourbon Trail. Highlights of what will be available to do here include:

  • a zero-waste cocktail bar with a seasonal menu curated by globally-recognized bartenders
  • a “heightened multi-sensory tasting experience” that includes immersive sensory elements like olfactory balls and a timed light-and-soundscape
  • the opportunity to make one’s own Bulleit at the Bulleit Studio where they can use a 43″ touchscreen drafting table to design a customized Bulleit label to apply to their own bottle.
  • propane-powered graffiti tour buses designed by Louisville graffiti artist Braylyn Stewart

Sustainability is being pushed here as a key feature of the visitor experience, as you’ve likely seen a bit from the highlights list above.

Bulleit Visitor Experience
The new Bulleit Visitor Experience center in Kentucky (image via Diageo)

“We wanted the Bulleit Distilling Co. Visitor Experience to be reflective of our approach to flipping the script on the whiskey category by curating an immersive, personalized consumer journey steeped in design, technology and of course, our delicious family of high rye whiskeys,” said Sophie Kelly, Sr. Vice President of Whisk(e)y at Diageo North America, in a prepared statement. “From our work with Oceanic Global to ensure we’re making sustainable, environmentally conscious decisions, to partnering with The University of Kentucky to bring an organic garnish garden to our cocktail bar, we’re continuing to make friends on the modern frontier to help us bring consumers amazing experiences.”

It should be noted as well, according to Bulleit, that all “whiskey sales and sampling will be limited to guests 21 years of age and over, but the destination will be open to people of all ages. Upon opening to the public, the Visitor Experience will offer guided tours with Bulleit tastings for $20. Entry to the cocktail bar, retail shop featuring many local Kentucky partners, and access to outdoor grounds, will be free of charge. Tickets will be available for purchase on-site, but Bulleit recommends buying them ahead of time at

“At the outset the Bulleit Distilling Co. Visitor Experience and cocktail bar operating hours will be Tuesday-Saturday, 9:30 a.m. – 3:30 p.m. ET. The Bulleit Distilling Co. will also be hosting community events throughout the summer and is available for private events. For more information, please contact 502-647-5799. In addition, the historic Stitzel-Weller Distillery will remain open to the public for visitors, and also a destination on the Kentucky Bourbon Trail in Louisville, KY.”

5 Sherried Whisky Alternatives

Here are my recommendations for those of you who want something sweet and luscious, but a little different in your glass this year. 

Nino Kilgore-Marchetti

Nino Kilgore-Marchetti is the founder of The Whiskey Wash, an award winning whiskey lifestyle website dedicated to informing and entertaining consumers about whisk(e)y on a global level. As a whisk(e)y journalist, expert and judge he has written about the subject extensively, been interviewed in various media outlets and provided tasting input on many whiskeys at competitions. He also maintains a large private collection of whiskey from which he continually educates his palate on this brown spirit type.

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