Bourbon tourism: Private sector survival drive

In 1999, the Kentucky Distilleries Association responded to the bourbon industry downturn by creating the Kentucky Bourbon Trail, a tour of member distilleries across the state. This kept the market alive and interest growing, as placebased marketing cemented the link between Kentucky and bourbon.

Louisville City then created the Urban Bourbon Trail. As visitors enjoy bourbon-infused cocktails, live music at various bars, and eat at different restaurants where chefs use bourbon as part of their recipes, their special ‘passport’ gets stamped. Once the visitor gets stamps from six of the many locations, they’re awarded an ‘Urban Bourbon Trailblazer’ T-shirt and an official ‘Citizen of Bourbon Country’ certificate, so they can proudly display their passion for bourbon to their friends and family.

With low distiller licence fees, aspiring craft distillers can brew their own spirits. This enables a vibrant market for customer segments that love artisanal spirits. Tertiary institutions offer distillation and brewing studies. The Distilling Spirits Epicenter, dubbed the ‘Ivy League of Spirits’, teaches students the art of distillation, hosts workshops on marketing and distribution, and provides legal advice on regulation and taxation.

Imagine a ‘Sprits of Jamaica Trail’ with different types of rum and beer in a similar way. Easy to do; it just takes creativity and coordination. Imagine our tertiary institutions, working with the Scientific Research Council, offering such courses to enable young people to create their own ventures and diversify our spirits offering. It’s that holistic way of thinking that I hope Jamaica will take on.