Karen Williams, retired President and CEO of Louisville Tourism, received the eighth annual Lois Mateus Networking Award from the Kentucky Distillers’ Association and Bourbon Women last week in recognition of her contributions to Kentucky’s Bourbon and spirits industry.

Williams’s 40 year career in the hospitality industry began in Atlanta where she worked as a sales manager at the Ritz-Carlton Hotel. During that time, she helped open 18 hotels worldwide. She relocated to Louisville to serve 23 years at the Louisville Convention & Visitors Bureau and also served as chairwoman of the Destination and Travel Foundation, a charitable organization dedicated to highlighting the impact of travel around the world and serving destination marketing professionals. 

As President and CEO of what is now Louisville Tourism, she made it a priority to work with the distillers’ association to establish the first Kentucky Bourbon Trail experiences in downtown Louisville along the historic Whiskey Row. In addition, Williams helped KDA launch the illustrious Kentucky Bourbon Affair fantasy camp that brings Bourbon aficionados from all around the world to Louisville and surrounding communities each year. 

“Karen Williams’s illustrious career in tourism and her compelling commitment to Bourbon tourism was a driving force in our industry,” Bourbon Women Founder and Chair Emeritus Peggy Noe Stevens said. “Her leadership in guiding Louisville to become a top destination for Bourbon is not only appreciated by our industry, but we honor her through this award.”KDA President Eric Gregory said Williams’s steadfast

and fair leadership was key to aligning the Bourbon industry and its tourism partners. “Karen is one of the finest global ambassadors for Kentucky’s signature Bourbon and distilled spirits industry – and the Commonwealth at large – that you will ever find,” he said.

Gregory also remarked on Williams’s push to integrate Bourbon into all facets of the visitor experience by elevating Louisville as a top “foodie” city and working with Mayor Greg Fischer on “Bourbonism” initiatives including Bourbon-themed hotels and music festivals.

“She has transformed the Bourbon tourism landscape for the state, which is evidenced by the millions of distillery tours given each year. This award is our way of honoring her vision and commitment to the success of our Commonwealth’s beloved heritage.”

The award is named for Lois Mateus, retired Senior Vice President of Brown-Forman, Inc., and the first woman ever to serve on the KDA Board. Her two-year term in 1992 paved the way for other women in high-ranking roles throughout Kentucky’s signature Bourbon industry.