LEXINGTON, Ky. (April 23, 2024) — The University of Kentucky College of Communication and Information Studies recently held its first alumni webinar titled “In the Business of Bourbon.” The panel discussion was moderated by Anthony Limperos, Chair of the UK Department of Communications and Associate Dean of the Graduate Program in Communication, and James. B. Beam Institute for Kentucky Spirits Faculty Fellow. All invited panellists were graduates of the UK College of Communication and Information and the Gatton College of Business and Economics.
Panelists included Tia Edwards (2001 Integrated Strategic Communications graduate) and Sean Edwards (2009 Management graduate), owners of Fresh Bourbon, Kentucky’s first Black-owned bourbon distillery . Peggy Noe Stevens (1997 Communication Studies graduate) is the first female Master Bourbon Taster and director of Peggy Noe Stevens & Associates, where she designs and builds brand strategies for world-renowned clients. president. and John Vidal (1984 graduate of the School of Communication), vice president and portfolio innovation project director at Brown-Forman.
Bourbon is a $9 billion industry that powers Kentucky’s economy. Kentucky’s bourbon industry employs more than 23,100 people and generates more than $1.63 billion in annual payroll, according to the 2024 Kentucky Distillers Association Economic Impact Report. The Kentucky Bourbon Trail and Kentucky Bourbon Trail Craft Tour experiences are busier than ever, with total participants exceeding 2.55 million in 2023. There are currently nearly 50 destinations along the Kentucky Bourbon Trail, including Fresh Bourbon in the Craft Distillery category.
Panelists considered topics such as how to find a career in the bourbon industry, current market trends, and the future of the industry.
Each panelist either feels the need for a new perspective on bourbon, like the Edwards, or has climbed the corporate ladder after years of experience at Brown-Forman, like Vidal, or has a unique background in the bourbon industry. I shared my career trajectory. Like Stevens, he has been in the business world for 17 years.
Mr. Stevens went on to share the following advice for young professionals looking to break into the bourbon industry:
“If you want to get into the industry straight out of college, consider becoming a tour guide,” Stevens says. “But take the opportunity to learn about the distillery and the business. Many people go on to work as tour guides and then go on to entry-level marketing jobs. This is a great way to get your foot in the door.”
Panelists also delved into current trends and opportunities in the bourbon industry and how these trends are expected to play out in the coming years.
Mr. Stevens shared how the demographics of both employees and consumers in the bourbon industry are changing.
“The market is diverse, and we’re marketing to a different audience than the typical 30- to 50-year-old white male,” Stevens said. “Half of the population is women, so this is a huge opportunity.”
Vidal gave insight into the competition the bourbon industry currently faces from other products.
“I’m concerned about the industry because there’s competition from cannabis,” Vidal said. “THC cocktails are growing as a trend to compete with bourbon. Also, Dry January is getting bigger and bigger and people are drinking less. New brands like High Noon are popping up out of nowhere. Old brands are making a comeback, so there’s plenty of competition. Keep the bourbon authentic. Whether the consumer is a novice or a tasting expert, the bourbon experience is sure to resonate with them. .”
With the idea of building a bourbon experience in mind, the Edwards shared how they focus on building a unique bourbon experience for their patrons.
“We’re selling a fresh approach,” Tia Edwards said. “You don’t have to be forced to have a ‘nice’ experience. We aim to be a tasting room that anyone can feel free to come to.”
“We focus on the experience and getting people to come back to that experience over and over again,” says Sean Edwards. “We want each person to enjoy the bourbon experience, and it will mean something different to each person.”
New distilleries like Fresh Bourbon bring a rejuvenating energy to the bourbon industry, which is needed to parallel the expected growth in the industry, Vidal said.
“We expect the bourbon industry to continue to grow,” Vidal said. “New owners like the Edwards family need new ideas. New startups can move into the shelf space of tired old brands. We have to tell a great, authentic story without pretense. When we drink this product, people are warmly welcomed, both figuratively and physically.”
For anyone looking to learn more about the bourbon industry or grow in the industry, this is James. B. Kentucky Spirits’ Beam Institute, located on the UK campus, offers numerous resources.
“The on-site distillery is a great opportunity for everyone in the bourbon industry,” Limperos said. “When it comes to training people at distilleries, companies can be confident they are hiring people with hands-on experience and an understanding of the basics and more advanced skills of distilling. With distillation and a trained sensory panel, we feel our on-site distillery can offer value-added consulting on new distillates and final products to all whiskey makers.”
The complete recording of the “In the Business of Bourbon” webinar can be viewed here. The UK College of Communication and Information is set to continue its alumni webinar series. To stay up to date on upcoming events, visit https://ci.uky.edu/about/events.
