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US: Brown-Forman to upgrade Woodford Reserve visitor centre

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Brown-Forman has said it will spend US$1.5m renovating the visitor centre at its Woodford Reserve Bourbon distillery.

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The investment at the Versailles, Kentucky site will go towards a tasting room, upgrades to the site's retail space and “aesthetic improvements”, Brown-Forman said yesterday (24 October). Construction will start next month.

Chris Morris, Woodford Reserve's master distiller, said the upgrade is to help cope with increased visitor numbers driven by higher global demand for Bourbon.

“We believe the interest in Bourbon tourism will continue, and we’re enhancing our homeplace to continue providing an engaging visitor experience,” Morris said.

Woodford Reserve was launched in 1996, and the Woodford Reserve Distillery opened the same year. Visitor numbers last year reached 135,000, Brown-Forman said.

The visitor centre upgrade follows the announcement in August of a $100m investment in Brown-Forman's Jack Daniel's distillery. The money will increase capacity at the Tennessee plant as demand for the brand continues to increase.


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