News & Features

What’s Pouring: Bourbon with Heart’s latest exhibit on display plus Yellowstone Bourbon, Buffalo Trace and Crown Royal

Bourbon with Heart’s latest exhibit on display through March 30 in Louisville

Bourbon with Heart, Kentucky’s first and only arts-focused Bourbon charity, recently launched a first-of-its-kind art exhibition at the Frazier History Museum. Open to the public through March 30, Barrels of Heart occupies space on the third floor of the Frazier. 

On display are 20 custom Bourbon barrels designed by local artists of varying ages, ethnicities, and levels of experience. Entry to the exhibition will be available with any general admission ticket to the museum.

The mission of Bourbon with Heart is to leverage the influence and popularity of Kentucky’s most iconic spirit—Bourbon—to raise funds, awareness, and education around our local art community. Exhibition attendees will vote on their favorite barrel design and the winning artist will be awarded a cash prize along with a donation to a charity of their choice. The remaining proceeds will be donated to area nonprofits.

Learn more about the artists and see upcoming exhibits at

Yellowstone Bourbon will donate $250K to National Parks Conservation Association

The Yellowstone Bourbon brand family announced it has renewed its partnership with the National Parks Conservation Association. As a result of the newly structured partnership, Yellowstone will donate $250,000 – making it NPCA’s largest annual corporate donor.*

To celebrate the continued partnership with NPCA, Yellowstone also will release a special-edition NPCA collector’s label on bottles of Yellowstone Select Bourbon. The front label includes an illustration of two grizzly bears depicted on the NPCA logo, along with a ribbon in the organization’s iconic green. The back label includes a QR code to learn more about Yellowstone’s partnership with NPCA.  

Starting during National Park Week in April, 10,000 cases (60,000 bottles) of Yellowstone Select featuring the NPCA collector’s label will be available at retail nationwide.

“We’re proud of the 150-plus-year heritage we share with America’s first national park, and we are equally proud of our growing relationship with NPCA – an organization that works tirelessly to protect and preserve our national parks,” said McKenna Burst, Yellowstone brand manager. “In addition to donating money to support their efforts, we are proud to raise additional awareness through our NPCA collector’s label and through upcoming activities and promotions throughout the year.”

Buffalo Trace dedicated new stillhouse, announces expanded tours 

Whiskey making will be at an all-time high at Buffalo Trace Distillery now that its new still house has officially been commissioned.  The new still stands 40 feet tall and can produce 60,000 gallons a day.  It is a duplicate of Buffalo Trace’s existing still, allowing the Distillery to double production on fan favorites such as Buffalo Trace, Eagle Rare, Weller, Blanton’s, E.H. Taylor Jr., and the rest of the whiskies in its portfolio.  

Fans will be able to see the new stillhouse up close when they take Buffalo Trace’s new Hard Hat tour, expanded with a new tour route and new sites.  The Hard Hat tour has always been a “must see” when visiting Buffalo Trace, but due to the Distillery’s on-going construction of the still house and other key elements of the tour, it has been unavailable since 2019. 

Now guests will not only get to see the new still house, but some of Buffalo Trace’s other additions as part of its $1.2 billion expansion, including its new awe-inspiring cookers, which span three floors at 22 feet tall, peek inside the Distillery’s 93,000 gallon fermenters, and explore the new dry house, which can produce 12,000 pounds of dried grain per hour. The new Hard Hat tour will last approximately 90 minutes and includes a tasting after the tour. There is no charge for the tour or tasting. 

Buffalo Trace’s Trace Tour, long the stalwart of bourbon tour offerings, has also been expanded, and will include more insight into the bourbon process and production through a mix of technology and new tour stops in the barrel filling and dumping areas.  The Trace Tour and Hard Hat Tour join Buffalo Trace’s Old Taylor Tour.  All tours and tastings are complimentary at Buffalo Trace. 

Crown Royal Celebrates The Local Rodeo Community
and Champions Its Royal Riders at Houston Rodeo

As an official sponsor of the 2023 Houston Livestock Show and Rodeo (HLSR), Crown Royal is taking the moment to show its gratitude and tip a hat to those who drive the rodeo community forward.  In a new platform titled, “Hats Off with Crown Royal,” the whisky brand is celebrating the uplifting spirit of the rodeo community starting in Houston, by sharing a symbolic hats off gesture to those who lend their skill, time and experiences to honor the rodeo tradition.

“Hats Off with Crown Royal” was brought to life at HLSR, with the brand’s six days of gratitude, including Armed Forces Appreciation Day (March 1), Black Heritage Day (March 3), and Go Tejano Day (March 12) at the Crown Royal Ranch in NRG Park. Consumers (21+) were invited to the Crown Royal Ranch to enjoy murals from local artists, Jeremy Biggers and Floyd Mendoza, live music, Crown Royal specialty cocktails, exclusive takeaways and were encouraged to participate in the Purple Bag Project.

The whisky brand has also partnered with Houston-based lifestyle brand, Premium Goods, to create a limited-edition capsule collection that celebrates Houston’s essence and rodeo fashion and culture with a Premium Goods twist. The collection, which features a co-branded canvas tote that honors Houstonians, was showcased at the Crown Royal Ranch throughout the two weekends.

Crown Royal has also brought the Purple Bag Project to the Crown Royal Ranch at HLSR and will honor the spirit of the rodeo by giving back to the people who make it all happen. Crown Royal Purple Bags were transformed into “thank you” gifts by consumers, who signed a heartfelt card and chose the perfect supplies to include. Over the course of its six days of gratitude, consumers packed over 1,225 Crown Royal purple bags, benefiting thousands of rodeo volunteers – the folks who work behind the scenes to bring the Houston Rodeo to life.

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