A new era of bourbon tourism has come to downtown Lexington, Kentucky, as the city’s first combination distillery, gift shop, tasting room and social club opened to the public on Sept. 2^nd. 

New Era Whiskey founder Zane Brammell cut the ribbon this week, along with the Secretary of the Kentucky Cabinet for Economic Development, Jeff Noel, Lexington Mayor Linda Gorton, and the Director of Communications for Visit Lex, Martina Barksdale. 

“Kentucky’s signature bourbon industry is one of the many reasons we’ve been able to break our tourism record for economic impact for four straight years,” said Kentucky Gov. Andy Beshear. “I want to thank New Era’s leadership for believing in the commonwealth and the Lexington community, and I looking forward to their future success.”   

Noel added, “Kentucky’s bourbon distilleries are vital to the economic growth of the state, and projects like New Era Whiskey Distillery opening in downtown Lexington only help to drive the momentum.  Bourbon tourism brings visitors from across the world to Kentucky, supporting local restaurants and hotels and driving economic growth for our state. We’re proud to see this investment into Lexington’s future and one of our key industries for the state.” 

“We’re excited to welcome New Era Whiskey Distillery to Lexington. This investment strengthens our local economy, supports jobs, and adds to the steady momentum we’re building in our urban core,” Gorton said.  “Bourbon is an important part of Kentucky’s heritage, and this new space is another step forward in making our downtown a vibrant, welcoming destination for everyone.”

Barksdale echoed that sentiment, stating, “Lexington has firmly established itself as a premier destination for bourbon tourism, and new distillery experiences like this help strengthen that position. Visitors are increasingly seeking authentic, immersive ways to connect with Kentucky’s signature industries, and bourbon remains at the center of that journey. New Era Whiskey’s immersive experience will not only enhance our guests’ experiences, but it will also drive meaningful economic impact for our local businesses, hospitality partners, and the broader community.”

Visitors to New Era Distillery will find a tasting room and gift shop sampling its catchy-named bourbons and selling logoed merch, along with its vast library of both past bottlings and new arrivals.  All releases are cask-strength, single barrel, with fun names that mimic newspaper headlines, reminiscent of the days when newspapers were the only way to get the word out.  Past releases include fun riffs on conventional names with bold, colorful label graphics to match, such as “Stage Diver,” “Frankenfurt,” and some of the widely celebrated bottles by those in the know, like “Lefty” and “The Heart.” 

After a peek into New Era’s bottling area, members of the New Era Social Club will be able to enjoy a private tasting experience, complete with comfortable seating, kitchen, games, and big-screen TVs.  Social Club members also receive one bottle per month delivered to their door, invitations to special events, and other members-only perks. 

“I’m beyond excited to bring this experience to downtown Lexington,” Brammell said.  “It’s hard to believe that what started as a hobby for me to help decompress from my healthcare job during COVID-19 has turned into reality.  I can’t wait to welcome visitors into downtown Lexington and show them our famous Southern hospitality!” 

Read more: New Era Whiskey Debuts on Shelves with Trio of Releases

About New Era Whiskey 

From small towns in Kentucky with humble roots, two whiskey connoisseurs embarked on a journey to create a tribute to tradition reimagined for a new generation. New Era is a whiskey that honors the traditions of craftsmanship and storytelling while moving into a new era with intention. Every pour is a nod to the past and the publisher of our stories today and tomorrow. For more information visit https://www.newerawhiskey.com.