There’s a revamped web site—the place shoppers can play select your personal journey, plotting their journey with interactive instruments and assets—together with a reworked model id and accompanying merchandise.
The excellence wanted to be clear, and clearly communicated, that 2024’s KBT is a rustic mile from the path’s nexus in 1999 with seven founding distilleries, restricted facilities, and a fairly rudimentary playbook. (Early promos included paper brochures—the colour brown was dominant—whereas distilleries had little besides manufacturing-style excursions to supply, earlier than they added upscale eating places, reside leisure, cocktail lessons, and different actions).
“You even have a very good drawback if you’ve outgrown your self, however we needed to present the elevated Kentucky Bourbon Path of right this moment versus the one in every of 25 years in the past,” Peninger instructed ADWEEK. “We wished to make it as simple as potential for guests to get the perfect expertise tailor-made to their pursuits, as a result of the path is various things to totally different individuals.”
A neighborly POV
Selecting an company from outdoors the Bluegrass State may need appeared counterintuitive, however the fresh-eyes method appealed to the Kentucky Distillers’ Affiliation, KBT’s proprietor.
“We wanted to see issues from a customer’s standpoint,” Colleen Thomas, vp of operations on the KDA, mentioned. “For Lewis to do their analysis, they wanted to plan journeys to the path, ranging from scratch, so they may instantly see the place the gaps have been and the place the alternatives have been.”
