A new 4,000-square-foot Whiskey Sanctuary, complete with hand-built wooden pews and two-story Gothic windows, is set to open in Kentucky. Founder Al Laws designed the space to be more than just a place to buy whiskey, aiming for a revelation, even a religious experience, for visitors.
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Laws says he wanted to apply a company mantra and build off the somewhat church-y feel of the distillery's old tour program “exponentially” to offer the best brand experience he can. “I think the coolest part of the building is this guided tasting area,” Laws says. “It’s a dark room with underlit bottles. I think that’s the most interesting room in the place.”
The distillery also has an agave spirit and an aged rum, which allows it to broaden its cocktail offerings. The bar will offer bites such as small plates of various cured meats, cheeses and nuts, as well. It’s a dramatic expansion compared to what Laws was previously able to offer: whiskey poured into a glass.
Whiskey Kentucky Distillery Religion Experience
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