KDA Releases Alcohol Responsibility Public Service Announcement For Derby Season
For immediate release – April 27, 2017
FRANKFORT , Ky. – The Kentucky Distillers’ Association has released a new public service announcement that highlights the importance of responsible consumption and safe rides along the Kentucky Bourbon Trail® experience.
The 15-second video asks: “How do Kentuckians enjoy their Bourbon?” Images of measured pours, snifters, tasting sessions and safe ride options flash across the screen before viewers hear a voice answer:
The spot, produced by local videographer Edward Heavrin, seeks to break misconceptions about alcohol responsibility as a set of rules and expectations and display it as an essential element of Kentucky’s Bourbon and distilled spirits culture.
The PSA can be viewed at http://bit.ly/2p6a5h8
KDA President Eric Gregory said the video’s message is increasingly important as the Commonwealth begins to celebrate the Kentucky Derby and welcome thousands of visitors from around the world.
Its tagline also is part of a print advertisement in Louisville Magazine’s Derby issue.
“Responsible, moderate consumption is a hallmark of our signature industry,” Gregory said. “When guests visit, we want them to experience that firsthand and realize that Kentucky Bourbon – and any of our fine spirits – are best sipped and paired with safe rides and hydration.”
The PSA first aired during WHAS11’s Thunder Over Louisville coverage and will play on local news channels throughout the Central Kentucky area. KDA member distilleries are also beginning to incorporate the video into regular tours, social media and online ticketing systems.
“We believe there is significant opportunity to educate and raise awareness with visitors along the Kentucky Bourbon Trail® tour. KDA members are working together to do just that and enhance the visitor experience,” said Rob Frederick, Brown-Forman’s Vice President of Corporate Responsibility and Chair of the KDA’s Social Responsibility Committee.
The video is the first in a series of public service announcements intended to raise awareness of KDA’s four alcohol responsibility pillars: responsible consumption, safe rides, underage access to alcohol, and respect for non-drinkers.
To learn more about KDA’s initiatives in these areas, visit http://kybourbon.com/responsibility/.
For more information, contact KDA Director of Social Responsibility Ali Edelstein at 502-424-5841.
The KDA is a non-profit trade association founded in 1880 to promote, protect and elevate Kentucky’s signature Bourbon and distilled spirits industry. Heritage members include Beam Suntory (Jim Beam and Maker’s Mark), Brown-Forman Corp. (Old Forester and Woodford Reserve), Diageo North America, Four Roses Distillery, Heaven Hill Brands, Michter’s Distillery and Wild Turkey Distillery. Proof members include the Louisville Distilling Company and Willett Distillery.
Craft members include Alltech’s Town Branch Distillery, Bardstown Bourbon Company, Barrel House Distilling Co., Bluegrass Distillers, Boone County Distilling Company, Boundary Oak Distillery, Casey Jones Distillery, Copper & Kings American Brandy Distillery, Corsair Artisan Distillery, Dueling Grounds Distillery, Hartfield & Co. Distillery, Jeptha Creed Distillery, Kentucky Artisan Distillery, Kentucky Mist Moonshine, Kentucky Peerless Distilling Co., Limestone Branch Distillery, MB Roland Distillery, New Riff Distillery, The Old Pogue Distillery, O.Z. Tyler Distillery, Second Sight Spirits, Wadelyn Ranch Distillery and Wilderness Trail Distillery. The Distilled Spirits Epicenter is the KDA’s official educational distillery.
Member benefits include media relations, international trade development, private sampling events, technical assistance, economic development support, networking, legal defense, marketing strategies, governmental and regulatory advocacy and innovative tourism experiences through the KDA’s Kentucky Bourbon Trail® and Kentucky Bourbon Trail Craft Tour® adventures. The KDA maintains an open membership policy, champions a strong commitment to the responsible and moderate consumption of spirits, and fights to curb underage drinking and drunk driving. For more information about joining the KDA’s distilling family, contact KDA President Eric Gregory at (502) 875-9351. Visit www.kybourbon.com and www.kybourbontrail.com to learn more.
KENTUCKY BOURBON TRAIL®, KENTUCKY BOURBON TRAIL CRAFT TOUR®, KENTUCKY BOURBON AFFAIR™, KBT™ and BOURBON TRAIL™ are trademarks/service marks of the Kentucky Distillers’ Association. Please drink responsibly.