Four Roses opens new visitor centre

Bourbon producer Four Roses has unveiled a newly constructed visitor centre at its distillery in Lawrenceburg, Kentucky.

The space was built as part of Four Roses’ recent expansion, which has included renovations to its Lawrenceburg distillery and the addition of new bottling lines and warehouses at its facility in Cox’s Creek, Kentucky.

The 14,446-square-foot visitor centre seeks to provide an educational and immersive experience for guests. The new site offers a bar, four seated tasting rooms, an expanded gift shop, an outdoor patio space and the Al Young Archive Collection, an interactive display that shows visitors the brand’s range throughout its 133-year history. The latter feature is named after Al Young, a 50-year veteran of the distillery who passed away last year.

“It’s an exciting time at Four Roses and we are proud to take this next step in our effort to provide an enhanced experience to our visitors, while maintaining our commitment to producing top-quality Bourbon,” said Kelli Wright, guest experience manager at Four Roses.

“The new visitor centre provides our guests with more opportunities to learn about and experience Four Roses in some very welcoming and comfortable new spaces.”

The building itself was designed by Louisvilled-based architecture firm Joseph & Joseph + Bravura, which also developed the plans for the original distillery in 1910.

Four Roses said the new space doubles its capacity for visitors. In 2019, the producer’s most recent full year of tourism, it attracted 84,979 guests from across the US and 45 other countries.

“This new visitor’s centre is another exciting accomplishment for Four Roses, the Anderson County community and Kentucky’s US$8.9 billion tourism industry,” commented Andy Beshear, governor of Kentucky.