Basil Hayden Becomes Official Whiskey of MICHELIN Guide


May 8, 2023

Basil Hayden logo MICHELIN

Basil Hayden became the official American whiskey of the MICHELIN Guide U.S. to showcase refined culinary and spirits in order to invite consumers to unlock high-end experiences.

Created in 1992 by Booker Noe as part of the Small Batch collection, Basil Hayden introduced a more subtle side of bourbon compared to its counterparts, offering cocktail devotees, bottled at 80 proof.

“Consumers seek out MICHELIN and Basil Hayden for similar reasons: They want an elevated experience,” Cara Cornelius, vice president of food and travel experiences for MICHELIN Americas, said in a news release. ” Our goal for this new partnership is to bring MICHELIN-level events to the consumer and show how sophistication and quality can be enjoyed by all.”

One of the most anticipated events is an immersive “tasting garden” that will travel to popular food festivals across the U.S. Kicking off this June, the co-branded footprint will feature a diner-inspired exterior that gives way to a surprise, high-end cocktail bar where attendees of legal purchase age or older will enjoy Basil Hayden craft cocktails paired with MICHELIN-inspired small bites.

Designed as an inclusive entry point into the world of Basil Hayden and the MICHELIN Guide, attendees will depart having discovered new pairings and new occasions for bourbon.

In addition to the pop-ups, Basil Hayden will serve as an official partner of the 2023 MICHELIN Guide ceremonies and will present the MICHELIN Exceptional Cocktails Award. The partnership will also include a suite of initiatives, including a sweepstakes where a lucky winner will get to experience a MICHELIN Star weekend – inclusive of fine dining and luxury accommodations.

Jonathan Marks, senior marketing director for Global Small Batch Bourbon at Beam Suntory, said, “We are honored to be the official American whiskey of the MICHELIN Guide. Both the MICHELIN Guide and Basil Hayden celebrate excellence in our craft and create unique experiences for consumers, making this the perfect partnership. At Basil Hayden, we aim to unlock experiences to make them accessible and approachable – just like our whiskey.”

The Basil Hayden and MICHELIN Guide pop-up tour kicks off this summer and will continue through the fall. The 2023 tour stops and dates are as follows.

2023 Tour Stops:
Chicago, IL – Taste of Randolph, Jun 16-18
Denver, CO – Cherry Creek Arts Festival, July 1-3
Louisville, KY – Bourbon & Beyond, Sept 14-17
Atlanta, GA – Atlanta Food & Wine Festival, Sept 21-24
New York, NY – New York City Wine & Food Festival, Oct 12-15
San Diego, CA – San Diego Bay Wine & Food Festival, Nov 11

To learn more about Basil Hayden and be the first to hear about upcoming events sign up on the brand’s website