Bulleit opens newest visitor experience on The Kentucky Bourbon Trail

Complete with a sensory-rich tasting experience brought to life through new partnerships with leaders in technology and sustainability


Since its inception in 1987 as one of the highest rye whiskeys on the market, Bulleit has been known as the bourbon that broke the mold. This summer, Bulleit continues that tradition of innovation with its new Visitor Experience by opening its new Visitor Experience for bartenders, partners and guests from the local community and beyond at the Bulleit Distilling Co. in Shelbyville, Kentucky. Complete with a sensory-rich tasting experience brought to life through new partnerships with leaders in technology and sustainability, the experience officially became the 17th stop on The Kentucky Bourbon Trail® when it opened in June.

While Bulleit was born in Kentucky, it has become one of the fastest growing whiskeys in the world through the support of bartenders, creatives, makers and Frontiersmen and women around the globe. To reflect that approach, Bulleit tapped many of them to help create an awe-inspiring experience. This includes:

  • Collaborating with “The World Class 2019 U.S. Bartender of the Year” to create signature cocktails.
  • Leveraging technology to provide guests with a heightened multi-sensory tasting experience that goes beyond standard tastings through immersive sensory elements like olfactory balls and a timed light-and-soundscape.
  • Offering visitors of legal drinking age the opportunity to make Bulleit their own at the Bulleit Studio, where they can design a customized Bulleit label to apply to their own bottle.
  • Partnering with a local graffiti artist to design an eco-friendly, green fuel-powered graffiti bus for the Visitor Experience Tour.

A little over 30 miles from downtown Louisville and Lexington, the Bulleit Distilling Co. Visitor Experience is conveniently located and part of an exciting and growing Kentucky Bourbon Trail®. The creation of a world-class distillery and Visitor Experience has generated more than 75 jobs over the last five years and represents an investment by Diageo of approximately $150 million in Kentucky over that time.

“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. "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."”