Global Bourbon Toast

The Kentucky Bourbon Trail (the organizational group that includes many of the biggest bourbon distillers in the world) is celebrating its 25th anniversary by rolling out a new campaign (two spots + print/OOH), and a brand new brand ID and website.
The work is focused on a proud and loud approach to the unique qualities of Kentucky and its Bourbon, introducing a completely rethought approach to how distillers are looking to attract visitors and position the trail in the market.

ABOUT THE NEW BRAND/VISITOR EXPERIENCE:
Over 2.5 million visitors toured the Kentucky Bourbon Trail™ last year, but the brand is facing a significant challenge. What started as a simple way for seven distilleries to promote their hospitality and craft has grown into a multi-layered, complicated experience featuring 46 distilleries, with more to come.

As the Bourbon Trail™ celebrates its 25th anniversary, the Kentucky Distillers’ Association (which serves as the glue between all of the brands) has set its sights on reaching beyond its typical visitors from surrounding states, looking to appeal to new affluent audiences with the potential to spend more time and money at the trail’s distillery partners.
To do this, the KBT did a nation-wide search and selected creative agency Lewis to develop a comprehensive strategy for transforming the trail into a vacation destination rivaling California wine country - one that draws visitors from across the country and around the world.

The project, which is being unveiled by the Trail next week, includes:
A strategic reorganization of the trail’s “experience,” aimed to be more interactive and approachable
A fully redesigned brand identity (and accompanying KBT merch)

A new website and digital experience that makes planning trips simpler for first time visitors
Interviews would include an inside look at:

How the KBT will publicly position itself moving forward.
Plans for attracting a wider audience of visitors in the coming years.
A first-look at the new KBT brand ID.
A birds-eye view of how some of the Bourbon industry’s largest distillery’s partner together to promote a trail that mutually benefits a band of traditional rivals.