James B. Beam Institute for Kentucky Spirits

Big thanks to James B. Beam Institute for Kentucky Spirits at the University of Kentucky for the opportunity to connect with bourbon industry leaders at this week's conference! ?? Check out this video to see how Louisville Water scientists refine their craft—just like master distillers perfect theirs!

I wanted to share some broad takeaways from a few of the industry leader panels from the James B. Beam Institute for Kentucky Spirits Industry Conference 2025! ?? ? ?? Consumer Trends & Premiumization Lawson E. Whiting, CEO of Brown-Forman, highlighted that premiumization is still the strongest long-term trend in whiskey. While high-end bottles ($100+) may be struggling due to the economic state at large, consumers are still prioritizing quality over quantity. Kate Latts, Co-President of Heaven Hill Brands, echoed?this, noting that today’s drinkers want the “really good stuff” when they indulge. ? ?? Market Challenges & Industry Shifts Greg Hughes, President of Suntory Global Spirits, addressed the supply and demand cycle, explaining that like many other industries, alc bev supply has shifted from shortages to excess inventory over the past few years. "You always have too little, or too much," Kate added, followed by commentary that most of the excess post-covid finished goods inventory has been depleted. “Two years ago, we would have been having this same conversation, but saying we were coming up short. It’s a self-correction.” Lawson shared. ? ?? Craft Brands & Path to Market Kate Latts also acknowledged the difficult path to market for smaller, entrepreneur-led brands, facing challenges in wholesale and retail distribution. The market continues to fragment, making it harder for new players to break through. ? ?? Responsible Drinking & Policy Chris Swonger, President of Distilled Spirits Council of the United States, shared that the spirits industry has invested $350M+ since 1990 to combat underage drinking and drunk driving. Mark Kent CMG, CEO of the Scotch Whisky Association, reinforced the need for brands to engage with policymakers and promote responsible consumption. ? ?? Future of Whiskey: Globalization & Innovation Looking ahead, there was a mutual consensus that global expansion is a major growth opportunity, alongside the continued premiumization of the whiskey category. Emphasis was placed on the necessity of innovation in both product and consumer experience as well. ? For those who attended, would love to hear some of your takeaways from the sessions in the comments below!

From Pinch-Me Moment to Reality! We still can’t quite believe we hosted a panel at the James Beam conference a week ago! We absolutely adored the panel we participated in and couldn’t be happier with how it went. Our discussion covered grain varietals, from production experiences to all aspects of farming. Here are the highlights: ?? ?? Grain varietals behave differently in distilling production. For example, one variety of rye may cause your ferment to overflow, while another is much easier to work with. ?? ?? Studies suggest that terroir exists, which impacts rye and corn varietals. The environment where the grain is grown can influence its characteristics in distilling, maturing, and the final product. ?? ?? Kernza is an emerging perennial variety that is a sustainable option for distillers to play with. ?? ?? Agronomics plays a major role—from how the grain yields in the field to how yields in the still, regionality matters. ?? ?? Work closely with your farmer! A trusted farmer can educate you on their climate-smart farming practices (from regenerative to commodity) and how those choices affect your process downstream. A huge thank you to our panelists for joining us and for being incredible advocates for grain innovation! ????

4/24 = 24 hours to make an impact! ?? The 7th annual ONE DAY FOR UK is back on April 24, bringing Wildcats together for a full day of giving. Whether it’s your college, a favorite program or a cause close to your heart, your support makes a difference. Mark your calendars and get ready to make sure E’vry Wildcat Star will Shine! Learn more: onedayforuk.com #OneDayforUK

This week, the KDA was the proud Signature Partner of the 2025 James B. Beam Institute for Kentucky Spirits 6th Annual Conference — and the largest JBBI Conference yet! It was an inspiring three days in the Bluegrass that were filled with opportunities to learn, grow, and connect alongside our vibrant Bourbon community & many KDA members. Thank you to the KDA team for all that they did, to all of the insightful speakers and engaged participants, and to the University of Kentucky Martin-Gatton College of Agriculture, Food and Environment for hosting a great conference. Cheers!?? #UKBeamInstitute