Buffalo Trace live streams reach 3.6m viewers

Kentucky-based Buffalo Trace Distillery will continue its virtual tourism offering next year after its live-streamed Whisky Wednesday show reached more than 3.6 million viewers.

Buffalo Trace offers behind-the-scenes tours of the distillery through Whiskey Wednesday

Since the Covid-19 pandemic forced distillery visitor centres and tasting rooms to close from March, producers have sought new ways of engaging fans with their products.

Buffalo Trace has live-streamed the Whiskey Wednesday programme across social media since 13 May. The debut programme received almost 30,000 viewers, which grew to 200,000 on 22 July. On average, 165,000 viewers tune into the programme each week.

The unscripted live programme is either hosted by master distiller Harlen Wheatley, or Bourbon Hall of Fame tour guide Freddie Johnson. Each episode offers viewers behind-the-scenes access, insights and live Bourbon tastings. The interactive show also allows fans to participate, by commenting and asking questions online.

Wheatley said: “Whiskey Wednesday has given our fans and visitors a connection to us, and allowed us to connect with them, in a time when personal connections are more challenging.

“If people can’t travel to the distillery in person, what better way to tour or enjoy a Bourbon tasting with us from wherever you are. We’re grateful to our fans for watching and interacting. We hope they keep doing so.”

Future Whiskey Wednesday episodes are planned for 2021 and will include more Bourbon tastings, trivia and special guests. Whiskey Wednesday airs live at 2pm EST across social media profiles for the distillery and its brands.

In addition to Whiskey Wednesday, fans can take a virtual tour of the distillery anytime on the Buffalo Trace website.

On-site distillery tours are now also available. Visits are complimentary and available by reservation only.