The Bourbon Business Is Booming, and Tourism Is Thriving

Monday, 09 February 2026 at 07:20

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The global drinks industry took a few hits over the past year, but the bourbon business seems unfazed. America’s liquid gold continues to be a major revenue driver, and tourism is proving to be a gold mine too.

The Kentucky Distillers’ Association has just released its 2025 figures for the bourbon and whiskey sector. The numbers show bourbon is thriving and making a significant contribution to the state’s economy. Over the past year, the spirit generated roughly 10.6 billion dollars in revenue.

More than a billion in additional revenue

That’s an increase of about $1.6 billion compared to 2024. Eric Gregory, president of the KDA, says it clearly illustrates how vital bourbon is to the United States.

'Bourbon is a long-term business, and the data shows that its Kentucky foundation remains strong. But we also must remember that its future isn’t guaranteed and this data is a snapshot in time.'

- Eric Gregory

It’s not just whiskey sales that are surging

With these rising numbers, the economic value of America’s native spirit remains substantial. But it’s not only bourbon sales that make it so valuable.

Kentucky is now home to more than 125 distilleries, backed by over 100 companies. That translates into major job creation. How about 24,000 jobs in the bourbon industry alone? Together, those roles represent more than $2 billion in wages.

Whiskey tourism is on the rise

And then there’s tourism. What was once largely a local product has become an international attraction. Visitors from around the world flock to American distilleries for tours, complete with plenty of overnight stays, of course.

And there’s no sign of a slowdown. The Kentucky Bourbon Trail was recently expanded with new stops, which is expected to draw fresh waves of visitors and with them, even more revenue for the bourbon industry.