“Honoring a Historic Legacy”
Michter’s American Whiskeys traces its roots back to 1753 and the state of Pennsylvania. The brand went out of business in 1990 but was resurrected in the mid-90’s by Chatham Imports who relocated the production to Shively, Kentucky. Years later, Chatham purchased the historic Fort Nelson building (circa 1890) on Main Street in Louisville, part of the city’s Whiskey Row, for their visitor destination.
PNSA was brought in to develop the visitor experience strategy, ensuring a unique, engaging and consistent brand encounter for each guest. The century-old Fort Nelson building is narrow, which can be challenging when planning for visitor tours that happen within the distillery space. Working in partnership with architects, PNSA made maximum use of elongated space, taking advantage of the ‘close quarters’ to enhance the guest experience. Every touchpoint on the visitor tour provides the opportunity to interact with the distilling process, whether that be touching the limestone that naturally filters water, to the ‘olfactory’ room where guests can smell the primary aromas for each brand, or the custom label station for guests to personalize their own bottles.
That same attention to the visitor experience can be found in the main entrance, which houses all retail. Keeping with the historic theme of the brand and building, the wall space is efficiently used to organically display merchandise, along with all whiskeys, awards and accolades.
Michter’s Fort Nelson Distillery officially opened in January 2019 and PNSA is honored to partner with this legendary brand.