KDA’s New Public Service Announcement Promotes Safe Ride Options
Master Distillers remind Kentucky Bourbon Trail® visitors: “You have too many good safe-ride choices not to make the right one.”
For immediate release – July 24, 2017
FRANKFORT, Ky – The Kentucky Distillers’ Association released a new public service announcement today that reminds guests to plan ahead and use the many safe ride options available when visiting the Kentucky Bourbon Trail® tour.
The 30-second spot, produced by local videographer Edward Heavrin, is the second in a series of videos that display alcohol responsibility as an essential element of Kentucky’s Bourbon and distilled spirits culture.
It features Master Distillers Chris Morris from Woodford Reserve, Brent Elliott from Four Roses and Jimmy Russell from Wild Turkey acting as drivers for Mint Julep Tours, Copperstill Tours and the on-demand ride service Lyft.
The announcement states: “Our Master Distillers know you have too many good safe-ride choices not to make the right one.”
The video can be viewed online at https://youtu.be/un0NIV8m64w.
Morris said, “We want our visitors and consumers to know responsibility is a topic our industry takes both personally and seriously. Safe rides are an easy and affordable tool in the effort to prevent drunk driving.”
The first video, released in April during Kentucky Derby season, surpassed 1.3 million impressions. It promoted safe rides and moderate consumption, asking, “How do Kentuckians enjoy their Bourbon?” The answer, “Responsibly.”
Ali Edelstein, the KDA’s Director of Social Responsibility, said, “Safe rides are not only the right choice, they’re also cheaper than the risky alternative.”
In Kentucky, the average cost of a DUI is $10,000, including fines and legal fees, compared to $10 – $200 for a safe ride.
For more information about safe rides along the Kentucky Bourbon Trail® tour, visit www.kybourbontrail.com.
KDA President Eric Gregory said the PSAs are part of the industry’s effort to strengthen safe-ride infrastructure across the Commonwealth. This week, the KDA and Lyft are hosting breakfasts at Woodford Reserve and Heaven Hill distilleries to recruit drivers in Versailles and Bardstown.
“Responsible choices are part of our industry’s culture,” said Gregory. “It is important to all of us, from Master Distillers to tour guides, that we provide the best guest experience possible. Safe ride choices are part of that experience, and we are proud to collaborate with quality transportation partners.”
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, Silent Brigade, 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.