What’s your DRINKiQ? Find out at the Frazier!

March 14, 2019

LOUISVILLE, KY – Thursday, March 14, 2019 — Pencils up! The Kentucky Bourbon Trail® Welcome Center at the Frazier History Museum is now offering its visitors a free quiz about alcohol and the effects of drinking.

The quiz can be accessed via touch-screen monitors that the Frazier, in partnership with Diageo and with the sponsorship of the Kentucky Distillers’ Association (KDA), has installed in its Kentucky Bourbon Trail® Welcome Center. The monitors are mounted in whiskey barrels beside a sign emblazoned with the KDA’s tagline: “How do Kentuckians enjoy their Bourbon? Responsibly.”

“We’re excited about this initiative,” Frazier Vice President Andy Treinen said. “As a destination for Bourbon tourism, we want to promote responsibility. And as a museum of educators, we want to debunk the myths about drinking that promote irresponsibility. The DRINKiQ quiz helps us on both fronts.”

Visitors who complete the quiz, which consists of multiple choice and true-false questions about alcohol consumption, can obtain a small gift from the guest services staff.

What is Diageo’s role in this?

The quiz is part of the DRINKiQ platform, an online resource and training program created by Diageo, a global leader in beverage alcohol, and owner of Kentucky’s own Bulleit whiskey. Diageo designed the platform in order to raise the “collective drink IQ” and help individuals make responsible and informed choices about alcohol.

“As the industry leader in responsible drinking, we are committed to ensuring people have the best possible information in order to make informed choices about drinking, or choosing not to drink,” Dr. Danielle Robinson, Director, Alcohol Policy, Diageo North America said. “Diageo’s ambition is to train 10 million people to make better decisions about alcohol by 2025 through educational tools such as DRINKiQ, so we are thrilled that everyone who comes to the Frazier will have access to this important resource.”

Diageo is a Heritage Member of the KDA, a trade association that represents members of Kentucky’s distilled spirits industry.

What is the KDA’s role?

In 2017 the KDA announced a strategic commitment to strengthen its members’ alcohol responsibility efforts and unify their message to consumers. The trade association sought out world-class, data-driven efforts to promote mindful consumption, prevent underage access to alcohol, prevent impaired driving, and respect the choice not to drink.

Diageo’s DRINKiQ platform and Guinness DRINKiQ wall in Dublin, Ireland were identified as best practices for their ability to engage consumers in conversations about alcohol responsibility and measure their knowledge of it. The KDA and its members are now proud to sponsor the effort to recreate these best practices within the Frazier Museum’s Kentucky Bourbon Trail® Welcome Center.

“Kentucky is home to the world’s best Bourbon, and it should be home to the world’s foremost alcohol responsibility efforts, too,” KDA President Eric Gregory said. “Our hope is that this new exhibit will help measure Kentucky Bourbon Trail® visitors’ knowledge about alcohol responsibility and serve as a model for future tourism and educational efforts.”

The Kentucky Bourbon Trail® is a tourism experience that the KDA started in 1999 to boost tourism at Bourbon-related attractions in Kentucky. (Later a second tour, the Kentucky Bourbon Trail Craft Tour®, was added.) Today the KBT® tour consists of 16 signature distilleries — one of which, the Bulleit Frontier Whiskey Experience, is owned by Diageo.

What is the Frazier’s role?


The Kentucky Bourbon Trail® and the Kentucky Bourbon Trail Craft Tour® have been wildly popular: in 2018, the tours’ distilleries tallied over 1 million stops for the third straight year. But despite its success, the program did not have an official starting point until last August, when the Kentucky Bourbon Trail® Welcome Center opened at the Frazier.

Located on the first floor of the Frazier and staffed by the museum’s friendly guest services professionals, the KBT® Welcome Center has been designated as the Official Starting Point of the Kentucky Bourbon Trail®. The facility provides maps, passports, and other resources to visitors embarking on the Kentucky Bourbon Trail® or the KBT Craft Tour®. The concierge staff is trained to help guests plan their trips to the participating distilleries or navigate the hotspots of Louisville’s burgeoning Bourbon, culinary, and nightlife scenes.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies; Smirnoff, Cîroc, and Ketel One vodkas; Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world.

For more information about Diageo and our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practices. Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.

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About the Kentucky Distillers’ Association

Founded in 1880, the Kentucky Distillers’ Association is the historic voice for Kentucky’s signature bourbon and distilled spirits industry. Its diverse and growing membership produces 90 percent of the world’s bourbon, from legendary global brands to emerging micro-distilleries that are fostering the next generation of the Commonwealth’s timeless craft and treasured economic engine.

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 experience through the KDA’s world-famous 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 curbs underage drinking and drunk driving.

Learn more at kybourbon.com and kybourbontrail.com.

KENTUCKY BOURBON TRAIL®, KENTUCKY BOURBON TRAIL CRAFT TOUR®, KENTUCKY BOURBON AFFAIR™, KBT™, and BOURBON TRAIL™ are trademarks/service marks of the Kentucky Distillers’ Association.

About the Frazier History Museum

The Frazier History Museum is a world-class museum located in the Bourbon District of downtown Louisville. An affiliate of the Smithsonian Institution, the Frazier documents and reinterprets stories from history using artifacts, exhibitions, and live daily performances. The museum houses one of the largest collections of toy soldiers and historic miniatures on permanent public display in the world, The Stewart Collection. In 2018 the Frazier became the official starting point of the Kentucky Bourbon Trail®.

For more information please visit fraziermuseum.org.

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Press contact

Andy Treinen

Vice President, Frazier History Museum

502.753.1692 | [email protected]

Kristen Crofoot

Director, External Communications, Diageo NA

203.229.4223 | [email protected]

Ali Edelstein

Director of Social Responsibility, Kentucky Distillers’ Association (KDA)

502.875.9351 Ext. 202 | [email protected]

Enjoy Like a True Kentuckian: Responsibly