EDITOR ' S NOTE

As the alcohol business suffers through a cyclical downturn, the tourism aspect of the industry remains strong, if not growing. From classic wineries in Napa and Sonoma, to the burgeoning Kentucky Bourbon Trail, to distilleries in the Caribbean and beyond, consumers now flock to these trendy visitor spots to drink, learn and experience.

That last word is key. People these days want more out of the alcohol brands they support; they want memorable, authentic experiences. Moments like sampling top vintages while overlooking terraced rows of grapevines in a Napa sunset. Or touring the inside of a seven-story rickhouse, smelling all that aging oak, and then sipping bourbon straight from the barrel. Or enjoying a rum cocktail by the beach down the road from where the spirit was produced.

Memories. Anyone can buy a bottle, but not everyone has purchased that spirit after learning about it from the folks behind the brand at the place of production. That level of personalized experience is compelling people to check out alcohol industry visitor centers around the world.

Look no further than Louisville and Bardstown. The Kentucky Bourbon Trail brings in millions of people every year. Packed tour buses and bachelor / bachelorette parties— on the move in their matching T-shirts or crowns— have become common sites here. Since the pandemic, distilleries throughout the Bluegrass State have erected enormous visitor centers, often doubling or tripling existing spaces previously used for such matters.

These centers have become increasingly important for the industry. On one hand, onsite bars and restaurants allow brands to test new alcohol products on paying consumers, and then roll out larger-scale releases of the proven winners. Even more critically, these creatively built tourism sites help bring in potential new customers. People who may have not otherwise tried a product are now more inclined to do so while visiting the brand home.

This is a much-welcomed positive trend amidst an industry slowdown. While obviously not overcoming the full declines at retail and on-premise, alcohol tourism has helped make up for some of the bottom-line losses. In this guide, we will explore the ways that tourism has grown and benefitted alcohol businesses based in major wine, whiskey and rum regions. And if you’ d like to see the results yourself, we strongly urge that you visit in person!

Beverage Group Vice President Jeremy Nedelka Tel: 763-383-4413 email: jnedelka @ epgacceleration. com

Editor, Off-Premise Kyle Swartz Tel: 763-383-4447 email: kswartz @ epgacceleration. com

Contributing Editors Melissa Dowling, Marnie Old, Tom Shay

National Account Director Debbie Rittenberg Tel: 763-383-4455 email: drittenberg @ epgacceleration. com

Sales Associate Sherai Falcon sfalcon @ epgacceleration. com( 763) 383-4423

Associate Managing Art Director Nicole Siewert

Senior Product Manager, Data & Insights Marina Velez Tel: 763-383-4453 email: mvelez @ epgacceleration. com

List Rental Kris Grauer email: kgrauer @ npsmediagroup. com Tel: 203-822-7933

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Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor

BRAND ACCELERATION

Beverage Dynamics is published by EPG Brand Acceleration Editorial and executive offices at 7760 France Avenue South, Suite 810, Bloomington, MN 55435.

Kyle Swartz Editor, Off-Premise

4 Beverage Dynamics • Summer 2026 www. beveragedynamics. com