Kentucky Bourbon Trail®

Develop a new digital experience that reflected the new, modernized Kentucky Bourbon Trail® brand while also serving as an indispensable planning tool for a world-class tourism program that has seen exponential growth in the last 25+ years. That kind of growth resulted in routinely outdated information, creating inefficiencies and logistical challenges for our clients. From design to strategy and organization, the new website needed to better represent the elevated experiences offered by member distilleries, better educate visitors so they could customize their Bourbon Trail™ trip to their unique tastes and desires, and have a better content management system that made accommodating growth less of a hassle.

Our solution was centered around ease of expansion and improving the end user experience. We built a site that was designed for future growth with modular content and flexible architecture, knowing the site needed to grow alongside the Kentucky Bourbon Trail® itself. This approach created time efficiencies when onboarding new members and partners. We organized the Bourbon Trail™ into regions to help visitors see what’s possible – and what’s practical – when planning their trip.

Following the launch of the new Kentucky Bourbon Trail® website, traffic increased by 29% year over year, with new visitors up 29% and pageviews up 27%. The redesigned experience has expanded the Trail’s reach beyond its neighboring states, with markets like Florida and California rising among the top sources of traffic—proof that the new platform is attracting and inspiring a broader audience to explore Kentucky.