The Kentucky Distillers’ Association (KDA) announced that it received two honors at the 2025 Traverse Awards for Excellence in Tourism Marketing. 

The Awards are presented and hosted annually by the Kentucky Travel Industry Association (KTIA) and celebrate excellence and innovation in travel marketing across Kentucky’s tourism industry.

The two distinguished awards won include: 

• Award of Distinction: World Bourbon Toast campaign, a first-of-its-kind, global livestream celebrating the 25th anniversary of the Kentucky Bourbon Trail®. 
• Gold Award: Kentucky Lottery Games Collaboration, bringing Bourbon excitement to new audiences through statewide retail promotions.

“We are deeply grateful to KTIA for recognizing these initiatives,” Eric Gregory, President of the Kentucky Distillers’ Association, said in a news release. “Each year, Kentucky’s top travel and tourism businesses vie for the Traverse Awards, and we are proud to be among the great. These awards reflect our commitment to telling Kentucky’s story boldly and beautifully. There’s truly nothing in the world like Bourbon, and nowhere in the world like Kentucky.”

According to KTIA president & CEO Hank Phillips, “Even more than the huge quantity of 200+ entries, our judges were struck by the entries’ quality and creativity and by their positive impact on communities throughout the Commonwealth. The stakes continue to rise each year, and 2025 was no different, showcasing why tourism is a signature industry for Kentucky.”

The World Bourbon Toast Campaign

Launched September 17, 2024, the World Bourbon Toast was a 24-hour digital celebration connecting Bourbon fans from every time zone. The global livestream featured distillers, influencers and fans from 32 countries across 6 continents, creating a moment of unity for Kentucky’s signature spirit. The social media and livestream blitz generated more than 17 million impressions, record-breaking web traffic, and new followers for the Kentucky Bourbon Trail program. Largely successful, the World Bourbon Toast elevated Kentucky’s global tourism profile, bringing industries and tourism partners from across the Commonwealth, and world together, inspiring Kentucky tourism and Bourbon curiosity. 

“This recognition is a testament to the creativity, collaboration, and world-class hospitality that define Kentucky Bourbon. The World Bourbon Toast showed that while Bourbon is made in Kentucky, its story belongs to the world—and we couldn’t have done it without the partnership and leadership of VisitLEX and our tourism colleagues across the state,” Gregory said. 

Mary Quinn Ramer, President of VisitLEX, added, “VisitLEX was honored to help lead this extraordinary project celebrating the craftsmanship, culture, and global appeal of Kentucky Bourbon. The World Bourbon Toast brought our industry together in a way we’ve never seen before, connecting our homegrown spirit with audiences around the world. It showcased not only what makes Bourbon special, but what makes Kentucky an absolute must-visit.”

Made possible through funding from the American Rescue Plan Act (ARPA), the World Bourbon Toast partnered with marketing organizations across the Commonwealth, including Bardstown Nelson Co. Tourism, Danville-Boyle Co. CVB, Lebanon Tourist & Convention Commission, Louisville Tourism, meetNKY, and VisitLex.

Kentucky Lottery Games Collaboration Campaign

The KDA’s Kentucky Lottery Games Collaboration demonstrated creative partnerships in action. Introducing limited-edition lottery tickets inspired by the Kentucky Bourbon Trail®, the collaboration offers players a chance to win branded merchandise and distillery experiences, further expanding the reach of Kentucky Bourbon.

Since 1999, the KDA and Kentucky Bourbon Trail tour have given visitors an intimate, educational look behind the state’s most historic distilleries, and last year topped a record-breaking 2.7 million distillery visitors. In the last 10 years, attendance throughout the iconic journey has skyrocketed a phenomenal 273%.

“Whether it was at a gas station, their home or one of our 60+ distilleries along the Kentucky Bourbon Trail, players were able to experience the state’s signature industry in a fun, exciting way, thanks to our Kentucky Lottery Games Collaboration,” Gregory said. “It’s safe to say it was the perfect pairing.”

Read more: Record Bourbon Inventory in Kentucky is ‘Mixed Blessing’: KDA