In observance of Bourbon Heritage Month, the Kentucky Distillers’ Association unveiled a new brand for the state’s bourbon industry: “Kentucky Bourbon.” The new brand will carry the official slogan, “The Proof is Here.”

The intent is to underscore Kentucky’s position as the global authority on bourbon.

The new Kentucky Bourbon identity, which features  a new logo, website and digital campaigns, offers a fresh take on the Commonwealth’s $8.6 billion homegrown industry. The new kybourbon.com website invites enthusiasts to explore and celebrate Kentucky Bourbon, learn the basics, try recipes and food pairings, dive deep into its rich history and read stories about everything related to America’s only native spirit from a diverse perspective.

“Throughout time, there are certain brands that are inextricably linked with their homeplaces,” KDA President Eric Gregory said in a news release. “Georgia peaches. California raisins. Maine lobsters. Kentucky is the birthplace of Bourbon, synonymous with whiskey excellence and elegance, and that will never change.” 

The blue in the flagship logo is based on the color of the Kentucky flag, Gregory said. The flag also features the state’s official motto – “United We Stand, Divided We Fall” – which was a founding principle when the KDA was created in 1880 by early distilling pioneers who championed unity and camaraderie.

Bourbon is a cherished economic and tourism engine in Kentucky, generating more than 20,100 jobs with $1 billion in payroll. The Commonwealth has more aging barrels of Bourbon and other spirits than any other state in the Union. Global exports have historically surpassed more than $500 million a year. 

“People love Bourbon and their fascination is only getting deeper. Millions of visitors to the world-famous Kentucky Bourbon Trail® tour have shown us that,” said Pauline Rooney, Chairwoman of the KDA’s Board of Directors and Vice President of Distillation and Maturation for Diageo North America. “But visiting Kentucky’s iconic distilleries is only the beginning. The experiences, culture and lifestyle of it all tell a story far greater than just what’s in your glass — and that’s what Kentucky Bourbon is all about.”