• The Experience: This stunning space will now house a sensory tasting room that allows visitors to explore the aromas and flavors of Michter’s award-winning spirits, alongside a unique “Bottle Your Own” experience, where guests will select, fill and custom label their own Michter’s expression to take home with them. What will likely become a popular stop on the famed Kentucky Bourbon Trail, the Fort Nelson Distillery will offer visitors a peek into the brand’s time-staking and time-honored whiskey making. Educational tours will focus on Michter’s “Cost Be Damned” approach to its goal of making the greatest American whiskey, from the malting and mashing to the fermentation, distillation, and maturation.

• The Bar: The Bar at Fort Nelson will offer a craft cocktail program designed by mixology’s finest. The inviting space is capped off with custom barware from U.K. designer John Jenkins and an ice program that will set a new standard in Louisville. This exquisitely situated spot overlooking Main Street will also feature a nod to Michter’s legendary history with rotating exhibits of vintage decanters and objects that tell the celebrated history and background of the brand. Tours conclude with a cocktail demonstration at The Bar, which will also be open to the public.

• Michter’s New Distillery: At Fort Nelson, the fermentation and distillation will be done with legendary cypress wood fermenters and a pot still system from Michter’s original PA distillery, which visitors will be able to experience firsthand.

While the distillery opening is the timely hook, I think the story goes much deeper as there is a lot more to Michter’s that I think your readers will like. A couple of insights:

• Michter’s History: Did you know Michter’s roots trace back to the first whiskey company in the US? Founded in PA in 1753 as Shenk’s, the name was changed to Michter’s in the 1950s which lasted until the company declared bankruptcy in the late 1980s. Now President Joseph J. Magliocco worked with his partners to resurrect the brand in 1997, bringing production to Kentucky and opening a new chapter for the illustrious brand.

• Michter’s Female Leadership: Michter’s Master Distiller, Pam Heilmann, is the first woman since Prohibition to serve as a Master Distiller of a Kentucky Distillers’ Association distillery, and Andrea Wilson, Michter’s Master of Maturation, was the first woman to ever serve as the Chair of the Kentucky Distillers’ Association in 2009. Beyond Joseph, we think Pam and Andrea’s stories could add great color to the story and create unique interview opportunities to explore how each woman came to be where they are today.

• Why Louisville? The bourbon boom has spawned a new crop of hotels, bars, and restaurants. The Bourbon Trail is generating tons of tourism and brands are following suit by making big investments in the city. In addition to Michter’s, whiskey brands like Angel’s Envy, Evan Williams, Rabbit Hole, and The Kentucky Peerless Distilling Company all opened tasting rooms in downtown Louisville this year.  The Omni just opened a gorgeous new hotel downtown joining the ever-popular 21C Hotel. There is a real culture growing around urban bourbonism in Louisville and Michter’s Fort Nelson is a fitting example of the city’s energy.

Michter’s is leading the charge to show that American whiskey can rival the highest quality, most expensive spirits from around the world. Does the above interest you? I can also send you more details on our exceptional whiskeys (even a bottle to taste) and more information on anything mentioned above. I have lots to share, but wanted to condense it down to what I think you’ll like the most!