Thirty years ago, most whiskey distilleries were lonely places — industrial factories in remote rural areas. For the most part, the proprietors of these places saw themselves as manufacturers, the first tier in the three-tier system. They made whiskey, which was then trucked away. Customers were far removed.
Some, but not many, folks might drop by for a look around. “If we had 100 people come in a year, we were lucky,” says Eddie Russell master distiller at Wild Turkey. When folks showed up on the Lawrenceburg, Kentucky property, whoever was around the office would give them a tour of the property. Wild Turkey built a small visitor’s center in 1987. “Maybe 3,000 or 4,000 people a year would visited in those days,” says Russell.