Heaven Hill unveils the Bourbon experience

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Kentucky-based Heaven Hill Brands has opened its new $ 19 million visitor center.

The Heaven Hill Bourbon experience includes multisensory narration of Bourbon history, tasting room, laboratory, and a distillery theater

The Heaven Hill Bourbon Experience welcomed its first guests yesterday (June 15) in Bardstown, Ky., To commemorate National Bourbon Day (June 14).

The new visitor center, which represents a US $ 19 million investment in iconic Bourbon and Kentucky tourism industries, has added 13 new positions to the company, with a capacity of 900 whiskey enthusiasts. The site was formerly known as the Bourbon Heritage Center.

The experience offers a range of activities, ranging from a multisensory narration of Bourbon history to an immersive “distillery theater”, a tasting room and a “you make Bourbon” laboratory. The new space also has a bar and a kitchen.

The expansion, renovation and renaming of the visitor center is part of the whiskey maker’s investment in Bardstown. Since 2018, Heaven Hill, which produces Elijah Craig and Evan Williams whiskeys, has embarked on a multi-year investment plan of $ 125 million to expand its production capacity and boost tourism.

The first phase of renovation was unveiled in 2019, with three tasting rooms overlooking Bardstown.

Heaven Hill President Max L Shapira said, “In the heart of Bourbon country, we welcome fans once again to experience the native spirit of America, immerse themselves in Heaven Hill’s long history and experience the award-winning portfolio of legendary brands now. told on these walls.

“The Heaven Hill Bourbon Experience is an innovative, state-of-the-art tourism model, steeped in history and developed to attract fans for generations to come. “

The grand opening of the Bourbon Experience was attended by Shapira and Kentucky Governor Andy Beshear.

“I am delighted to be here to congratulate the Shapira family and the Heaven Hill team on another successful project that is investing millions in Kentucky and our people,” said Beshear.

“As we emerge from this pandemic with our booming economy, we are announcing more jobs and investments in the Commonwealth every week, and the Bourbon industry is no exception.

“This state-of-the-art visitor center will give people yet another reason to visit Kentucky and experience the Kentucky Bourbon Trail, creating even more jobs and opportunities.”

Earlier this year, the brand unveiled its first official environmental sustainability strategy for the next 10 years.

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