For years, distillery tourism has been one of the most consistent growth drivers in American whiskey. The Kentucky Bourbon Trail played host to 2.7 million people in 2024, the third year in a row that the number has broken the two million mark according to the Kentucky Distillers’ Association.
The model has been simple: lure drinkers to the source, showcase the production process, and cement brand loyalty. Now, Buffalo Trace is turning that logic inside out. Instead of waiting for visitors to come to Frankfort, the distillery is taking its show on the road.
This October, Buffalo Trace will debut Buffalo Trace Distillery On Tour, a first-of-its-kind traveling tasting and retail experience. The tour will hit four U.S. cities—St. Louis, Kansas City, Jacksonville, and Tampa—with 10 complimentary tasting sessions spread across four days in each market. Attendees will be guided through a curated lineup that includes their namesake Buffalo Trace Bourbon, plus Weller Antique 107, Eagle Rare 10 Year, and the newly-released 100 Proof Sazerac Rye.
The setup is designed to replicate what thousands of visitors experience each year at the company’s historic distillery. Each 90-minute session will be led by an expert host, mixing brand history with guided tastings. There will also be retail opportunities, with city-specific barware available at each stop.
The move reflects a broader shift in how major spirits companies engage consumers. Premium whiskey is increasingly about storytelling and access—two things Buffalo Trace has leaned on to establish itself as one of Kentucky’s most visible producers. Owned by Sazerac, the distillery has earned over 1,000 awards in recent years and operates one of the most sought-after visitor centers in the state. The visitor center was flooded earlier this year, pushing demand for the broader brand experience even higher.
“We have long sought to bring our story to those who cannot, or have not yet, visited our Distillery,” said Andrew Duncan, Global Brand Director at Buffalo Trace, in a statement announcing the tour.
“For the first time, Buffalo Trace Distillery On Tour allows us to meet our fans where they are to share our history, craftsmanship, and award-winning whiskies. On top of all that, bourbon is supposed to be fun—there will be guided tastings and maybe even a surprise or two.”
It’s not just an outreach exercise. For Buffalo Trace, the roadshow could be a strategic experiment in market building. The chosen cities span two established whiskey hubs in Missouri and two fast-growing Florida markets, each with its own emerging culture of premium spirits. By offering free, ticketed entry the distillery is lowering barriers while maintaining exclusivity.
The “On Tour” model comes at a moment when American whiskey is facing crosswinds. Whiskey exports dipped 5.4% in 2024 compared to the year prior, according to the Distilled Spirits Council of the U.S., and tariff issues continue to generate uncertainty.
On the other hand, immersive experiences remain resilient. Spirits companies from Kentucky to Scotland have invested heavily in visitor centers, betting that direct brand engagement is one of the strongest forms of marketing.
If Buffalo Trace’s experiment succeeds, it could signal a new phase: not just making the distillery a destination, but making the distillery mobile. For a brand built on history and heritage, the pivot suggests a willingness to rethink how access and authenticity are delivered in the modern whiskey market.