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Travel · September 2026
Industry Connections: Veterans in Bourbon Tourism
Wednesday 2nd September, 2026
Sazerac partnered with Kentucky VALOR to connect veterans, service leavers and military spouses with careers across Kentucky’s bourbon tourism and hospitality economy. The campaign’s hook is reframing bourbon tourism as a broad employment ecosystem — spanning distillery visits, hotels, events, logistics and marketing — where military skills can transfer.
Why it worked: It tied a workforce shortage to a booming, stats-backed tourism sector and offered a concrete talent pipeline for veterans with transferable skills.
The lesson: Consider pitching a partnership that reframes a hot local industry as a wide job ecosystem and supplies a ready-made talent funnel.
Sazerac
Kentucky VALOR
6 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| bizjournals.com | Bourbon tradition leads veterans to distillery leadership roles - Louisville Business First | Tuesday 11th November, 2025 |
| lanereport.com | Kentucky VALOR, Sazerac Launch Military Workforce Initiative for Tourism and Hospitality Careers - The Lane Report | Kentucky Business & Economic News | Wednesday 2nd September, 2026 |
| thebourbonflight.com | Sazerac Backs Kentucky VALOR Initiative Connecting Veterans With Bourbon Tourism Careers | Wednesday 2nd September, 2026 |
| kstc.org | Kentucky VALOR Launches New Military Workforce Resource Connecting Military Talent with Kentucky's Growing Tourism and Hospitality Industry | Wednesday 2nd September, 2026 |
| the-messenger.com | Sazerac working to help veterans find employment in bourbon industry | News | the-messenger.com | Thursday 3rd September, 2026 |
| the-messenger.com | Sazerac working to help veterans find employment in bourbon industry | News | the-messenger.com | Thursday 3rd September, 2026 |