FRANKFORT, Ky. — Businesses are pivoting during the COVID pandemic, including Buffalo Trace Distillery. When travel stalled in the spring because of safety concerns, this 245-year-old distillery and tourist destination turned to new media to ensure fans could still experience Kentucky’s top bourbon attraction. On-site distillery tours have since resumed, but fans continue to enjoy virtual tourism from the comfort of their homes.
The Buffalo Trace Distillery live stream on social media each week, called Whiskey Wednesday, has been viewed by over 3.6 million people around the world and airs live at 2 p.m. weekly. The unscripted live program is often hosted by Master Distiller Harlen Wheatley or Bourbon Hall-of-Fame Tour Guide Freddie Johnson. Viewers get behind-the-scenes access, insights, live bourbon tastings and learn from experts how the National Historic Landmark Distillery produces fine bourbon. The interactive show also allows fans to participate by commenting and asking questions online.
In addition to Whiskey Wednesday, fans can take a virtual tour of the property anytime on the Distillery website. On-site distillery tours are complimentary and available too, but by reservation only.