BY BRUCE SCHREINER
Associated press

LOUISVILLE, Kentucky (AP) – As tourists flock to the distilleries, worries about a pandemic hangover for Kentucky’s world-famous bourbon industry are quickly disappearing.

A $ 19 million tourist hub that Heaven Hill Distillery opened a few days ago in the heart of the state’s bourbon country is already overcrowded – reservations fill up quickly to learn about whiskey making and sample its spirits , including its flagship Evan Williams whiskey.

The situation is similar with the numerous other distilleries in the region, which were temporarily closed to visitors last spring due to the COVID-19 pandemic. More than a year later, businesses are facing such overwhelming demand for tours that an industry representative has encouraged people to call ahead or check tour availability online before they leave the highway.

As of last summer, some distilleries allowed a limited number of visitors in accordance with virus restrictions. As capacity limits are lifted, the attractions are preparing for a full resurgence in guests, many from outside of Kentucky.

“We saw it coming, but I don’t think we’ll see it coming anytime soon,” said Eric Gregory, president of the Kentucky Distillers’ Association.

“We were a hot target before COVID cooled us significantly,” he added. “But now we’re getting back to the point where people want out, they want to have fun.”

Gregory predicted that bourbon tourism will quickly return to pre-pandemic levels.

“I think next year will be more of a normal year and if this trend continues I think it will be another record year,” he said.

Bourbon is a $ 8.6 billion industry in Kentucky that makes 95% of global supply, the association said. About 9.3 million barrels of bourbon were aged in the state last year, that’s more than two barrels for every resident of Kentucky. And bourbon tourism has grown into big business, driven in part by a surge in buzz abroad.

Liquor companies invested huge sums in new or expanded visitor centers to showcase the legacy of the industry and allow guests to enjoy the sights and scents of bourbon-making. Visitors to the Kentucky Bourbon Trail spend an average of $ 400 to $ 1,200 per trip, Gregory said. More than 70% of visitors are from outside of Kentucky.

To help visitors plan excursions, the organization is promoting a new Bourbon Trail Passport and Field Guide, a 150-page guide to participating distilleries, with cocktail recipes and suggested routes.

In Bardstown, where Heaven Hill opened its tourist hub, the return of travelers will result in significantly more spending in restaurants, shops and motels, said Dixie Hibbs, a former mayor.

The quaint town, about 40 miles southeast of Louisville, is so closely tied to industry that the smell of locally made bourbon wafts downtown.

“Most people will tell you that’s the smell of money,” said Hibbs.

After years of constant growth, bourbon tourism collapsed during the pandemic. Visitors took roughly 587,000 distillery tours on the Kentucky Bourbon Trail and Kentucky Bourbon Trail Craft Tour last year, 66% fewer than in 2019, when stops topped 1.7 million, according to the KDA. The Craft Tour features smaller distilleries across the state of Bluegrass, while the Kentucky Bourbon Trail features the biggest producers in the business.

While most of the distilleries have reopened for tours, some visitors still won’t allow visitors to “frontline” areas where bourbon is made, Gregory said. Guests allowed into production areas will likely be asked to wear a mask for this stage of the tour, he said.

Some distilleries are closed for guided tours. That includes industry giant Jim Beam, who are redesigning their visitor experience and planning to reopen at their flagship Clermont distillery this fall, company spokeswoman Emily Bryson said York.

At Maker’s Mark, both tour size and number of tours will be increasing at the Loretto distillery from mid-July, said Rob Samuels, managing director of the brand.

For visitors who are unable to take a tour, Maker’s Mark and other distilleries offer tastings of their products. You can order cocktails or maybe a meal if the distillery has a restaurant. And they can stroll through the distillery and shop in the souvenir shop.

Often times, when a larger distillery is booked, visitors can visit a smaller distillery nearby, Gregory said. Kentucky now has distilleries in 32 of its 120 counties, with more than a dozen more recently announced or under construction, he said.

Like his predecessors, Governor Andy Beshear has become a staple at events to toast the growth of the bourbon industry. Speaking at the opening of the Heaven Hill Bourbon Experience Monday, Beshear said the visitor center gave people “another good reason to visit Kentucky and experience the Kentucky Bourbon Trail.”

The new tourist center is three times the size of Heaven Hill’s previous visitor center in Bardstown and is part of a $ 125 million Heaven Hill investment that includes new keg stores, bottling lines and equipment upgrades.

Heaven Hill Brands President Max L. Shapira summed up the industry’s relief over the return of tourists.

“We’re excited to welcome fans and visitors back to Bourbon Land to see, taste, and learn about America’s Native spirit in new ways,” he said.