Peggy Noe Stevens Interviewed by

Peggy Noe Stevens, a Louisville, Ky.-based branding consultant, has been helping create visitors centers at distilleries for 25 years, originally working at Brown-Forman (Jack Daniel’s, Woodford Reserve) before striking out on her own about a decade ago. She says distillery pilgrims want something memorable, not just another rote walk-through. “Visitors want to play, not just go on a tour and then do a tasting,” she says. “We need to think about how to make it more interactive.”

Stevens says she’s cut agave with a machete at tequila distilleries and she’s raked malting barley at scotch distilleries, which made both tours more memorable. But even letting visitors handle and smell raw ingredients can help cement connections by engaging multiple senses.

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