The creators behind the Kentucky Bourbon Trail 25th anniversary international rebranding campaign earned two prestigious Icons of Whisky Awards Thursday evening in Louisville.

The brand launch, led by Nashville-based agency Lewis, landed the agency the acclaimed Advertising Agency of the Year and the Digital Agency recognition at the 2025 World Whiskies Awards – America gala at the historic Brown Hotel. 

The Kentucky Distillers’ Association (KDA) created the Kentucky Bourbon Trail tourism program in 1999 to showcase the Commonwealth’s signature spirit. It has since grown into a global bucket-list phenomenon with 60 destinations welcoming more than 2.5 million visitors a year. 

KDA President Eric Gregory, who oversaw the first-ever Kentucky Bourbon Trail brand refresh in 2009, congratulated Lewis and the KDA team on the award and the new campaign that encourages visitors to “Build Your Own Bourbon Trail.”

“We are constantly inspired by the passion and creativity of our partners at Lewis who share our love for America’s only native spirit,” Gregory said in a news release. “They designed this project with fresh eyes and boots on the ground, visiting distilleries in every corner of Kentucky.”

In 2024, the Kentucky Bourbon Trail unveiled a complete brand refresh and new digital experience in celebration of the 25th anniversary of the iconic Bourbon destination experience. The refresh blends the history of the Bourbon Trail™ into a new way of enjoying the offerings for Bourbon enthusiasts across generations and geographies. 

Colleen Thomas, KDA Vice President of Operations, said, “For 25 years, the Kentucky Bourbon Trail has offered one-of-a-kind, bucket-list experiences to visitors from across the globe. It’s been an incredible privilege to breathe new life into such an iconic Kentucky tradition in a way that celebrates our roots and our future.” 

The award-winning Bourbon Trail rebrand features an updated wordmark and color palette that pay homage to the craftsmanship of Bourbon production through a Copper hue and a nod to the Commonwealth’s natural beauty through Kentucky Bluegrass accents. 

The new look was accompanied by a new website where visitors can “Build Your Own Bourbon Trail” with digital planning tools at kybourbontrail.com. This feature now allows guests to curate their unique Bourbon journey based on their individual preferences and interests.

“More and more visitors continue to make the pilgrimage to Kentucky, the Birthplace of Bourbon, and it’s not slowing down,” Gregory said. “With dozens of destinations and hundreds of Bourbon experiences, there is now more to see and taste than ever before. 

“As the Bourbon Trail continues to grow – now boasting 60 locations – our brand continues to reflect the $9 billion economic and tourism powerhouse that is Kentucky Bourbon.”

“It was a privilege to collaborate so closely with the KDA to refresh a brand that honors the legacy of Kentucky Bourbon, which will be celebrated for generations to come,” Katie Peninger, VP Account Service at Lewis, said. “We’re thrilled to see the campaign recognized on a global stage during a time when the world has its eyes set on the Kentucky Bourbon Trail.”

The award-winning Kentucky Bourbon Trail full brand refresh has been recognized numerous times for the modern brand spin that honors the craftsmanship and rich history of Kentucky Bourbon. In 2024, the reimagined Bourbon Trail was celebrated at the Kentucky Travel Industry Award Conference where the brand received two Traverse Awards for Excellence in Kentucky Tourism. 

The Trail was also awarded the Best of Business: Marketing Campaign at the 2024 World Beverage Innovation Awards and received a Gold Addy at the AAF Nashville 2025 American Advertising Awards.

In March, the campaign moves on to represent America in London at the World Whisky Awards, competing against winners of the Icons of Whisky Awards hailing from Ireland, Scotland, and dozens of other countries. 

Build Your Own Bourbon Trail at www.kybourbontrail.com.

Read more: Whiskey House of Kentucky Joins KDA