The Rise of Whiskey Tourism in America, An Interview with Diageo/Bulleit Bourbon Director of Brand Home and Hospitality
Tasting Experiences, Hotel Recommendations
Whiskey/Whisky* tourism is on the rise around the world. Scotland, Ireland, and the Southern US are experiencing the joy of hosting whiskey enthusiasts. Ever since I became a CSS (Certified Spirits Specialist) and a Diploma of Wine in 2018, I became fascinated with the similarities and differences of wine vs. spirits tourism, and their potential intersection. Several Wine Wanderings newsletters have been designated to this subject. See Spirits Tourism Articles.
Why the rise in Whiskey tourism? Spirits tourism in general has grown into a major travel sector blending heritage, craftsmanship, and scenic landscapes. Distilleries often offer a look at production facilities, a picture of what malting and mashing look like, barrel and aging strategies, and a chance to talk with Master Distillers about their craft. Famous distilleries such as those in Scotland, Ireland, and Kentucky sit in beautiful countryside locations and are steeped in the history of their countries.
As a student, you may have studied the American Whiskey Rebellion, the Ango-Irish Trade War, American Prohibition, or the 18th Century Excise Wars between Highland/Scotland and the British government. Distillation history goes deeper than even those events. The technique of distilling alcohol likely came to Celtic monks in Ireland and Scotland from mainland Europe around the 11-12th centuries, but the process was thought to originate in 3000-2000 BC in Mesopotamia. Much later, Scottish, Irish, and Dutch immigrants played key early roles in introducing whiskey and fruit brandy to America.
Doug Kragel: Why the Interest in Whiskey Tourism on YouTube
This past week I enjoyed interviewing Doug Kragel, Director of Whiskey Brand Home and Hospitality of Diageo, a multi-national corporation, $20 Billion in revenues, headquartered in London, UK. Diageo is the global leader in beverage alcohol. The Diageo brands range from the flagship bourbon, Bulleit Bourbon, Crown Royal, Johnnie Walker, Smirnoff, Baileys, Don Julio and Casamigos Tequila and Guiness Stout. Doug Kragel is the former Diageo North American Whiskies National Educator.
In the interview, Doug discusses the deep-seated connection of whiskey and American history. He recommends tasting experiences offered at the Shelbyville, KY Bulleit Distillery, and advises travelers on how to navigate a whiskey tour in the Kentucky/Tennessee region. In his opinion, whiskey tourists are seeking more detailed sensory and blending experiences above that found with an ordinary tour and tasting. The Shelbyville, Kentucky Bulleit Bourbon Distillery offers multi-tiered choices, detailed below.
*Whiskey/Whisky - the spelling? “Whisky” is notably used for Scotch, Canadian and Japanese spirits, and “whiskey” is generally used for spirits from the US and Ireland.
“The rise of whiskey tourism [why]….American whiskey is deeply seated in American history. As travelers plan any trip across our country, this is the way to connect spirits and history. There are so many great stories with every brand…But a brand like Bulleit is always looking to the future, too, pushing the boundaries of what is next.” – Doug Kragel, Director of Whiskey Brand Home and Hospitality, Diageo, plc.
About Bulleit Bourbon History
Bulleit Bourbon’s history spans two eras: the 1830s, when Augustus Bulleit created a distinctive high-rye whiskey, and 1987, when his descendant, Tom Bulleit revived the brand. He honored the original recipe by distilling a bourbon with a unique blend of corn and rye. After Augustus disappeared around 1860, the recipe was lost until Tom Bulleit, a lawyer and descendant of Augustus, left his law practice to resurrect the family legacy, launching the modern brand with a distinctive frontier-themed bottle. The modern Bulleit Bourbon recipe of his great-great-grandfather remains true to its roots, featuring a higher rye content (around 28%) than many other bourbons, balanced with corn and malted barley, resulting in its signature spicy and smooth profile. The Bulleit Frontier Whiskey brand grew, eventually coming under Diageo’s ownership, with the dedicated Shelbyville, KY distillery opening in 2017.
Tasting Experiences Offered at Bulleit Distillery
Flavor Finding - Set around a communal table, this unique tasting experience is a flavor wheel study of four Bulleit expressions beautifully displayed through a bourbon and food centerpiece. Each liquid is deconstructed to highlight its most notable components using a comparable food pairing. Available for individual or private group bookings.
The Anatomy of a Single Barrel - The perfect way to elevate your bourbon tasting experience. Enjoy three different single barrel samples in your private tasting room, exploring the notes of each specific yeast strain, and how they contribute to the overall flavor profile. A fourth sample is included, the flagship Bulleit Bourbon, to symbolize the finished product. Includes a locally made chocolate caramel.
Unlocking the Senses - An immersive sensory tasting of their core Bulleit portfolio. Experience the unique approach of exploring our whiskeys through elements of lights, sound, and custom paired scent bulbs.
Smoked Old Fashioned (top selling experience) - A timeless cocktail, turned up a notch. No longer just served at cocktail bars, the Smoked Old Fashioned can easily be done at home. Their team will educate guests on the history of the Old Fashioned, plus the basics of balancing flavors and using proper technique. Guests will then use the provided tools and instruction to smoke their own cocktail. A fun, interactive class in a group setting. This is a great choice for any number of guests. Available for individual or private group bookings.
“At the Shelbyville, KY distillery, at the Bulleit Distilling Company we are constantly trying to push forward into the new frontier of whiskey. In our development of guest experiences, we found a way to give a wholistic sensory experience. When you come to take our tour at the distillery it ends with an ‘Unlocking the Senses’ distillery tasting… This gives the guest an opportunity to not just taste the whiskey, but we intertwine visual lighting changes and audio changes [in order to pick out] key indicators of tasting to open up the senses...We help the guest navigate their way through a spirit tasting.” – Doug Kragel, Director of Whiskey Brand Home and Hospitality, Diageo, plc.
Doug Kragel: Whiskey Sensory Experiences
Travel Tips for Kentucky/Tennessee Whiskey Tours
*Consider a 3-city Whiskey Tour trip: Louisville, Lexington, Nashville, including multiple distilleries and historic sites. Four suggested distilleries:
*Bulleit Bourbon Distillery, Shelbyville, KY near Louisville
*Buffalo Trace Distillery, Frankfort, KY mid-distance Louisville and Lexington
*Woodford Reserve Distillery, Versailles, KY near Lexington
*Jack Daniel Distillery, Lynchburg, Tennessee, 90 minutes from Nashville.
* Book popular distilleries in advance. Many offer package tours.
*Historic Sites: Consider visiting the Churchill Downs home of the Kentucky Derby in Louisville, renown thoroughbred stables like Jonabell Farm or Clairborne Farm in Lexington the “Horse Capital of the World,” and the Grand Ole Opry in Nashville as side excursions.
Where to Stay
Hotel Bourre Bonne, Curio Collection by Hilton, Louisville, KY, 502-384-3347
The Brown Hotel, Louisville. Conde Nast #1 Hotel in Kentucky. I have stayed here multiple times over the last three decades. Order a “Hot Brown” sandwich here., 335 W. Broadway, Louisville, KY 40202, 888-888-5252
Beaumont Inn: Historic Inn, 638 Beaumont Inn Dr, Harrodsburg, KY 40330, 859-734-3381
Old Talbott Tavern, welcoming guests since 1779, 107 W Stephen Foster Ave., Bardstown, KY 40004, 502-348-3494
1 Hotel, Nashville, a Michelin Key designation 2024, one of the 2025 World’s Best Awards, in Music City. 833-624-3111
Spirits Tourism Articles by Tricia Conover, CSS: For Additional Travel Recommendations:
“On the Trail for 36 Hours of Single Malt Magnificence,” LuxeGetaways Magazine, August 2017
“The Gin Renaissance,” FWT Food Wine Travel Magazine. March 2016
“Discover the Gin Renaissance on London’s Gin Trail,” LuxeGetaways Magazine, Fall/Winter 2017,
“San Francisco Day Trip- Getaway” with St. George Spirits, PrimeWomen Magazine, April 2016,“Downton Abbey’s Highclere Castle: the Real Wines and Spirits,” Wine Wanderings on Substack, Oct. 2022
“Both Winery and Distillery? Texas and Kentucky Heritage Enhance the Combination,” Wine Wanderings on Substack, February 27, 2024
“Kentucky’s Bourbon Trail: Where to Taste, What to See,” Wine Wanderings on Substack, June 2025
Wine Wanderings Editorial Calendar 2026
Celebrating Five Years on Substack
Will a MICHELIN Star System Work for Wine? Introducing The MICHELIN Grape
Libido-Raising Valentines Day Dinner: Wine, Spirits, and Food Pairing
Celebrating America’s 250th Birthday with Wine and the Presidents
LIVE from the Paso Robles Wine Region: Rhône Rangers Riding Strong at BlendFest
Angelina Mondavi Taking the Helm at Charles Krug: The Mondavi Legacy
Cooper’s Hawk Restaurant Group: America’s Largest Wine Club Celebrates 20 Years
Canada’s Okanagan Wine Region
The Imaginaries and Wine: The European Tour
Cité du Vin: Celebrating 10 Years as the World’s Foremost Wine Museum
Mahjongg and Wine/Spirits Pairing: Rack and Roll
50th Anniversary of the Judgment of Paris: Putting Napa Valley on the International Wine Map
Touring Portugal: An Oporto Tasting
Expiry Date Never! Author: Victoria Tomlinson Interview and Book Tour
LIVE from the Danube River with Wölffer Estate Winery: Old World vs. New World Wines
Meeting the “King of Wines,” Tokaji Aszú, Touring Budapest
The Venice of Portugal
*****
In Case You Missed It in the Wine/Spirits News:
WineBusiness News, Jan. 23, 2026, “Wente Family Vineyards’ Flagship Chardonnay is Wine Spectator’s Number Five Value of the Year.”
Editors Note: This is my “house” Chardonnay. Retail: $11-12 in most locations.
The Guardian, December 22, 2025, “Bourbon Maker Jim Beam Stops Production at Kentucky Distillery.” Production is halting a one of its distilleries in Kentucky for at least a year as the whiskey industry navigate tariffs from the Trump administration. Bourbon makers have to gamble well into the future for aging and uncertainty is rampant. Sales of Bourbon to Canada (where a boycott started) and Europe are slumping.
Travel Opportunities
Editor’s Note: I will be cruising on AmaWaterways this April 20, 2026, on the Romantic Danube Cruise. Wine Wanderings subscribers: Come and join me and Wölffer Estate Winery’s Roman Roth, Winemaker/Partner on the Danube River. We will be visiting Germany, Austria, Slovenia, and Hungary.
Cruise the Danube on AmaWaterways with Wine Wanderings and Wölffer Estate Winery April 20, 2026, Romantic Danube.
“Enticing Douro River Cruise” with Dr. Bob Young. M.D. of Bending Branch Winery April 6-13, 2026
