Four Roses Unveils Expanded Visitors Center, Adds Bottling Lines and Warehouses

Bourbon

December 7, 2021

Four Roses Distillery unveiled its newly expanded and renovated visitor center at its distillery operation in Lawrenceburg.

The 14,446-square-foot visitor center is designed to both inform and educate guests about Four Roses’ different bourbons, its distilling process, and its unique history in an immersive experience. The new welcome center includes a new bar, tasting rooms, gift shop and a vintage Four Roses bottle display. In addition, the expansion includes new bottling lines and warehouses at Four Roses’ facility in Cox’s Creek, Kentucky.

Kentucky Governor Andy Beshear was on hand for the ribbon-cutting, along with Four Roses Master Distiller Brent Elliott.

To design and build the visitor center, Four Roses partnered with Louisville-based architecture firm Joseph & Joseph + Bravura, the same firm that in 1910 designed the distillery itself, which is now listed on the National Register of Historic Places. The new building is modeled after the existing Spanish mission-style structures unique to Four Roses and this part of the country. The interior space has an accompanying 3,850-square-foot outdoor covered patio and cocktail area.

“This new visitor’s center is another exciting accomplishment for Four Roses, the Anderson County community and Kentucky’s $8.9 billion tourism industry,” Gov. Beshear said at the unveiling. “Guests will be able to experience our world-famous, signature spirit with this historic distiller, a founding member of the Kentucky Bourbon Trail. I want to thank the Four Roses team for their investment in this community and commitment to the Kentuckians and visitors from around the world who will walk through the doors here.”

The new visitor center provides the potential to double Four Roses’ visitor capacity. In the most recent year of full tourism, 2019, Four Roses welcomed 84,979 guests from all 50 states and over 45 countries.

The new visitor center includes:

·   Bar 1888 – named for the year the Four Roses name was first trademarked, with offerings from Four Roses’ current bourbon portfolio and specialty cocktails. In addition, Bar 1888 will offer selections from Four Roses’ highly acclaimed annual releases from the Limited Edition Small Batch series;

·    The Al Young Archive Collection – an interactive display showcasing the range of Four Roses bottlings from throughout its 133-year history. The display is named for the beloved Al Young, who spent more than five decades in various roles at the distillery, including recording and sharing the rich history of Four Roses through years of research into archives and artifacts;

·    Four seated tasting rooms offering a space for enhanced educational experiences;

·    Enhanced tasting experiences, including an exclusive opportunity to taste individual selections from Four Roses’ ten bourbon recipes that are used to create its core product line;

·    Expanded retail gift shop with Four Roses’ Bourbon products and other branded merchandise for sale;

·    Outdoor patio space where visitors can enjoy the beautiful distillery grounds.

“It’s an exciting time at Four Roses and we are proud to take this next step in our effort to provide an enhanced experience to our visitors, while maintaining our commitment to producing top-quality Bourbon,” said Kelli Wright, Guest Experience Manager at Four Roses. “The new visitor center provides our guests with more opportunities to learn about and experience Four Roses in some very welcoming and comfortable new spaces.”

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