Heaven Hill Distillery announces multi-million-dollar investments

The American whiskey producer invests $65 million in the extensive expansion and renovation of its Bardstown, Kentucky site

Heaven Hill Distillery announced plans to renovate, expand and rebrand of the current Bourbon Heritage Center in Bardstown, Kentucky. Opened in 2004, the visitor centre will be called "Heaven Hill’s visitor experience."

Multisensory presentation

With an investment of $17.5 million and an enlarged footprint, the new visitor center will focus on the history of Heaven Hill Distillery since its inception, the Shapira family and the legendary brands in its portfolio. In unique exhibitions and guided tours, visitors experience a multisensory presentation of the stories behind the development of the Kentucky Bourbon. For example, visitors can take part in practical experiments in the laboratory and bottle their own bourbon. There will be a new bar on the roof of the visitor center with a view of the distillery, and branded merchandise, specialty food products, locally made gifts and some of Heaven Hill's premium bourbons and American whiskeys will be offered in extended sales areas.

Another $47.5 million

In addition to expanding the visitor center, Heaven Hill will also be expanding its production capacity with new barrel warehousing, bottling line and equipment upgrades, as well as increasing its stock of aging Bourbon Whiskey. The Americans are investing a total of $47.5 million in this project. Since 2010, Heaven Hill has invested over $100 million into the future of Kentucky Bourbon, primarily through distillery expansion, warehouse construction and tourism.

Expansion of tourism in Kentucky

This latest addition to the visitor center will play an important role in the expansion of tourism, not only in Bardstown, but throughout the Kentucky Bourbon Trail. Opened in 2004, the Heaven Hill Bourbon Heritage Center was one of the first visitor centers on the Kentucky Bourbon Trail and has been instrumental in establishing Kentucky as a top tourist destination. The multiple winner of Whisky Magazine's "Visitor Attraction of the Year" award annually attracts 60,000 visitors. Also part of Heaven Hill Distillery, the Evan Williams Bourbon Experience in Louisville is dedicated to the world's second largest bourbon brand, Evan Williams, and attracts 100,000 visitors annually.

About Heaven Hill

The distillery was founded in 1935 by the Shapira family in Kentucky and continues to focus on tradition, quality and thoughtful innovation. Today, Heaven Hill Distillery maintains over 1.5 million barrels in its 57 warehouses throughout Nelson and Jefferson Counties. The award-winning portfolio includes Bourbon brands such as Elijah Craig, Larceny and Evan Williams as well as Pikesville Rye Whiskey, Rittenhouse Rye Whisky and Parker's Heritage Collection.

Images: Heaven Hill Distillery