The Visitor Centre today is ... Evan Williams Bourbon
- JULIE WHITE
- Apr 24
- 13 min read
Updated: Apr 28
We visit the first distillery since Prohibition to open on Louisville’s famous Whiskey Row.
Bourbon is in Kentucky’s blood and Louisville (or as you're supposed to pronounce it Looavuull) is its beating heart. In 1783, Welsh immigrant Evan Williams opened Kentucky’s first commercial distillery on the banks of the Ohio River. By the mid-1800s, one street in particular was overflowing with the amber liquid. Today Whiskey Row attracts visitors from around the world, in search of their bourbon fix, and plays a crucial role in Louisville's identity as the heart of Kentucky’s bourbon scene.
Nestled just a block from the original site of Evan Williams’ historic distillery, the Evan Williams Bourbon Experience stands as a tribute to the rich legacy of Kentucky’s signature spirit. A multi-million dollar artisanal distillery and immersive brand visitor centre, the brand home delivers company history and engagement with a real Kentucky hug.
But first...Bourbon
First up, we need to explore some of the key regulations that define bourbon. It is one of the few products that can be described as uniquely American. It must be produced in the United States, using a mash bill that contains at least 51% corn. It has to be aged in new, charred oak barrels and have an alcohol content no higher than 62.5% ABV when placed in the barrel for aging. These specifics — including alcohol content, char level, and the origin of the corn and other grains — all contribute to the unique flavour profile of each bourbon. While all bourbon is whiskey, not all whiskey is bourbon. The key differences often come down to the ingredients, where it's made, and how it's aged.
The brand history
Evan Williams grew up in Dale in Pembrokeshire, Wales, a pretty, fishing village surrounded by farmer's fields, which looks much the same today. Like many before him, Williams packed up and left his birthplace, and emigrated to the United States.
Evan Williams stepped off his flatboat into a land that smelled of wet earth and woodsmoke. The air was thick with possibility — and mosquitoes. A handful of rough-hewn cabins, a scattering of hopeful merchants, a clutch of taverns clinging to the muddy shoreline: that was Louisville then, a tenuous toe-hold carved from the wilderness.
Navigating the tumultuous rapids of the Ohio River posed a perilous challenge for boats, forcing them to unload their cargo in Louisville before continuing their journey overland. This logistical bottleneck transformed Louisville into a vital trade hub. For Evan Williams, it was a place ripe for distilling — not just spirits, but something larger: a future. Water was abundant and limestone-filtered; corn grew as if by magic in the fertile fields. The very geography seemed to whisper the idea: make whiskey and in turn, make history.
Williams set up a distillery in 1783. He was then elected to serve as the first Wharf Master of Louisville in 1797, a role that saw him overseeing the loading and unloading of cargo and management of river traffic. In a city like Louisville, where trade in whiskey, tobacco, hemp, corn, wheat and livestock was vital to the economy, the Wharf Master had significant influence over the flow of commerce. He died around 1810, though there isn't a precise recorded date of his death.
Following his death, the craft of bourbon-making didn’t just survive; it flourished. Distillers across Kentucky refined the sour mash process, a technique Williams had helped popularise, ensuring consistency and quality in every barrel. Louisville was a boom town, with a canal that allowed steamboats to skip those pesky falls. Prohibition saw many distilleries shut up shop, unless they could find clever ways of marketing their product as medicine. Yet, as the industry evolved and larger distilleries took center stage, the name Evan Williams faded into history.
Fast forward to the 20th century, and the Evan Williams name found new life—thanks to the vision of the Shapira family. In 1935, just two years after Prohibition’s repeal, the Shapira brothers established Heaven Hill Distillery in Bardstown, Kentucky. Sensing a renewed thirst for bourbon, they chose to pay tribute to one of Kentucky’s original distillers, reviving the Evan Williams name for their flagship bourbon in 1957.
Today Evan Williams Bourbon isn't just a name—it’s a powerhouse in the whiskey world. The second-best-selling Kentucky Straight Bourbon both in the U.S. and across the globe, second only to Jim Beam, this iconic spirit flows from the heart of Heaven Hill Distillery.
Though Evan Williams himself was a humble distiller in his time, his name now represents quality, tradition, and the pioneering spirit of American whiskey-making.
What sets Evan Williams apart is its balance of affordability and craftsmanship. Its flagship bourbon remains a go-to for casual drinkers, while its premium expressions—like the award-winning Single Barrel and Bottled-in-Bond releases—have earned praise from whiskey aficionados. Whether sipped neat, on the rocks, or in a classic Old Fashioned, Evan Williams continues to prove that great bourbon is meant to be enjoyed by all.
Visiting the Evan Williams Distillery: What to Expect
The Visitor Centre design
If you are expecting to see actual bourbon production then you'll be disappointed. Evan Williams bourbon is not produced at the Evan Williams Experience, but produced at a distillery a few miles down the road, which is sadly not open for tours.
The Evan Williams Bourbon Experience opened on November 15, 2013, in downtown Louisville, Kentucky. Located on Whiskey Row, this immersive, 12,000 square feet attraction offers visitors a glimpse into the history of Evan Williams and the bourbon-making process through guided tours, tastings, and interactive exhibits.
Heaven Hill’s first step into bourbon tourism began in 2006 with the opening of the Bourbon Heritage Center at their Bardstown facility. But when it came time to establish a presence in Louisville, they didn’t have to look far—the perfect location was already in their hands. The company had owned 528 Main St. since 1945, a property steeped in whiskey history.
Built in 1871, the narrow yet towering five-story building had long been a fixture on Whiskey Row. In 1911, it became home to the Phil. Hollenbach Co., whose founder wore many hats—whiskey blender, rectifier, distributor, wine merchant, and even Louisville’s first Anheuser-Busch distributor. The building is listed on the National Register of Historic Places.
Following a $9.5 million renovation of the Main Street building, by Louisville based experience and museum design firm Solidlight, the Evan Williams Bourbon Experience opened to the public and became back then just the 8th stop on the famous Kentucky Bourbon Trail. (Solidlight are also responsible for the excellent Heaven Hill Experience in Bardstown which is one of my favourite bourbon visitor centres.)
The entrance features a striking five-story sculpture of the iconic Evan Williams Bourbon bottle, with flowing 'whiskey'. It is where all visitors congregate before the tour. Over 10 million had visited in the brand's first 10 years of operation.
In 2021, the Evan Williams Bourbon Experience made history by releasing its first-ever bourbon distilled on-site. Named “Square 6,” this small-batch bourbon pays tribute to Evan Williams’ original 1783 distillery, which was located in Lot Square 6 of early Louisville.
The tour
Guests had come from all over the US, but my husband and I won the prize for the furthest travelled and then answered several questions on why two Scots had travelled to Kentucky and what our drinking tastes were.
Bob was our host. He explained that he wasn't a guide but a host, as he would be drinking with us. What a great way to make a living. He was really fun and knowledgeable putting everyone at ease.
The tour started with the obligatory brand video, but this one transported the audience to Louisville in the 1790s, with a set strewn with props to deliver a deeper immersive experience. It's a little bit like being at Disney as our host even interacted with the characters in the film. It was charming and gave a glimpse into the world of eighteenth-century distilling, and if you're not an expert on that, then it was certainly detailed enough.
The digital Evan Williams explained about his whiskey production, with Bob filling us in on some information about the Ohio River. He told us how Louisville was named after King Louis XVI of France in 1778, in appreciation for France's support of the American colonies during the Revolutionary War and how, because Louis was from the noble house of Bourbon, that this was how bourbon got its name.
The second half of the tour saw Bob guide us through the historic and then modern distilling process. I have to say, this was one of the best bourbon introductions I’ve come across. While much of the information was familiar (there are only so many times you can hear about 51% corn, sour mash, and column stills after all), it provided a decent overview for any first-time bourbon drinker.
The new make spirit, made at the Bernheim distillery, is taken by truck to Bardstown Kentucky to the Heaven Hill distillery, where the bourbon is aged. It is also bottled there. The wall displays and screens showed guests how bourbon is crafted, the link to family farmers that the brand uses for its grain, and even explained the proprietary yeast that they have used for generations.
The tour then passes to their impressive experimental micro-distillery, located right at the heart of the Experience. We were there on a production day, which was lucky. Bob told us we'd need about $1.5 million if we wanted to set up one of these in our man caves. Vitok Engineers' involvement ensured that the distillery not only serves as an educational exhibit but also functions as a working facility, producing bourbon on-site. Their contributions were integral to blending the historical ambiance with modern distillation processes, enhancing the overall visitor experience.
The next part of the tour is a true standout—part museum, part distillery experience, and entirely captivating. Stepping onto a reconstructed historic Whiskey Row felt like travelling back in time to the era after Evan Williams’ last barrel was poured. Bob expertly unravelled the complex story of whiskey’s evolution, touching on the rise of rectifiers, the Bottled-in-Bond Act, Prohibition, and even the unexpected role of medicinal alcohol.
Bob explained how the barrels were seasoned for Evan Williams' bourbon. Each 53 gallon barrel has been treated to a number 3 char from a 45 second flame. The climate in Kentucky, with fluctuations in hot and cold throughout the year makes the oak contract and expand, sucking the spirit into the red layer of the oak barrel. It is here in this layer of wood sugars and other compounds formed during the toasting or charring process that it comes into contact with the caramelised sap of the oak tree and this is what gives it its sweetness, aroma and colour.
Bob said that the brand has 1.9 million barrels of bourbon aging in sixty five seven-storey warehouses. Bob told us about the tax system in Kentucky and the States, something we had not had explained in any of our other tours in Kentucky in the same depth. Bourbon is taxed 7 times in Kentucky alone, 13 cents per proof, per annum, per gallon as the bourbon evaporates away during the aging process in the warehouses. Kentucky, it turns out, is the only state to tax aging bourbon barrels, though this tax is being phased out, starting in 2026, with a complete elimination by 2043, as outlined in House Bill 5 (HB 5).
Crafted by the visionaries at Solid Light, this space isn’t just a distillery—it’s a time machine. From cobbled 18th-century wharves to a bustling Whiskey Row replica, you’re not just touring bourbon country—you’re living it. There was a lot of attention to detail in the old street scenes, with sounds of horses hoofs and bells ringing etc.
And then, of course, it was time for the obligatory tasting and we were whisked into Max & Harry's bar, named after two influential members of the Shapira family who own Heaven Hill..
Honestly, it was a solid introduction to bourbon for anyone new to the spirit. I sampled Evan Williams Black Label, Evan Williams Single Barrel, and Elijah Craig 12 Year—plus a bourbon ball (which was delicious). Look, none of the bourbons completely blew me away, but the selection did a great job showcasing different styles and proofs.
Retail
While not enormous the Evan Williams retail space offers branded merch that is varied and plentiful.
The shop features limited-edition releases and exclusive bottlings that are available only at the distillery, such as the Square 6 series, which showcases experimental small-batch whiskies.
A comprehensive selection of Evan Williams products, including the classic Black Label, Single Barrel Vintage, and 1783 Small Batch, allowing enthusiasts to explore the brand's full range.
Items such as apparel and accessories featuring the Evan Williams logo, make the perfect suitcase friendly gift for fans looking to take home a piece of the experience.
ON3 Bar
One thing we sadly did not have time for, due to our attempt to cram in as many distilleries as possible that day, was a trip to the ON3 Bar.
On the third floor of the experience you can enjoy a finely crafted cocktail, sip on a bourbon flight, or indulge in a straight pour—all while surrounded by the bar's sleek, modern ambiance. Whether you're capping off a tour or simply looking for a stylish spot to unwind, ON3 delivers a perfect bourbon experience. Open every day, it shuts at 4.30pm, and our itinerary had us at Michter's distillery up the road then. Maybe next time.
Speakeasy - The Ideal Bartender
Since my visit they have opened a Prohibition era speakeasy experience that I would really like to visit on my return, The Ideal Bartender Tasting Experience (from $35 per person) opened in 2020, celebrating the legacy of Tom Bullock, the first African American bartender to publish a cocktail book, The Ideal Bartender, in 1917. Being keen to discover more about black pioneers in the drinks industry, I have a later copy of this book in my library.
This immersive experience transports visitors back to the Prohibition era, recreating a secret speakeasy atmosphere where guests can discover the history of Bullock’s contributions to cocktail culture.
Guided by experts, the experience offers an insightful look at Bullock’s life and legacy, featuring tastings of premium bourbon and a chance to enjoy one of his signature cocktails. The Unfiltered Truth Collection is a series of immersive experiences in Louisville, Kentucky, that shines a light on the often-overlooked contributions of African Americans to the city’s culture, particularly in the realms of bourbon, horseracing, and music. Launched in 2021, this initiative offers visitors an authentic look at the city’s Black heritage through unique and educational experiences that provide a deeper understanding of Louisville’s history. I viewed several fabulous exhibits at the Frazier History Centre and Louisville Slugger Museum, both of which I highly recommend.
In conclusion
As of January 2024, the Evan Williams Bourbon Experience had welcomed nearly one million visitors since its opening in 2013. The downtown location, in amongst other stops on the ever popular Kentucky Bourbon Trail, has no doubt kept visitor numbers steady.
The tour here is a great mix of history and bourbon, delivered by knowledgeable and engaging hosts. The recreation of old Louisville gives the tour a point of difference. It is immersive in a simple way. One downside, however, was that this was the fastest tasting session we encountered during our week-long bourbon trail journey. A slightly longer dwell time would allow visitors to better appreciate some of the higher-end expressions in the Evan Williams portfolio, and build more confidence in potential purchases. That said, for the majority of our group — many of whom enthusiastically downed their drams — this brisk pace was no obstacle. For those who prefer to savour their spirits, it might be worth considering hosts inviting some of us to linger longer, perhaps in an adjoining bar area, to truly appreciate each pour.
Overall, it’s a stop well worth adding to your bourbon tasting itinerary.
How long was the visit?
We were there for just over 2 hours.
How much are tickets?
We paid for our tickets and this was not part of any advertising.
Tours are from $20,00 and can be booked in advance.
We booked the Evan Williams Traditional Tour & Bourbon Tasting experience.
There are other tasting experiences from $25 right up to the Bourbon Bootcamp Distillery Experience at $600, but for that you get to work with the distillery team in producing that day's barrel of whiskey. Sounds pretty awesome!
Opening times
It's always worth checking with Evan Williams for their current opening times, as they can vary.
When we visited they were open 7 days a week:
Mon–Thurs, 11am – 5pm
Fri–Sat, 10am – 5pm
Sun, 1pm – 5pm
Getting here:
We were on a 3-week road trip from the UK, travelling from Atlanta to Detroit, so we came to Louisville by car, which was extremely easy. Having the car made visiting distilleries out of town for two days a breeze, but you can use tour companies that operate small tour buses for this if you don’t have a car at your disposal. The car did sit in the parking garage for 4 days, so it wasn’t the best use of the rental financially, but we appreciated the convenience.
We drove 3 hours up from Nashville, which does have direct flights from the UK. We left Louisville and went on to Chicago which is 5 hour's drive away. We split the journeys up with things to see along the way.
Louisville does have an airport, but from Scotland most flights needed either two or three connections.
Address
Website: Evan Williams
Where we stayed
We booked a week at the Airbnb in the historic Henry Clay building hosted by Ashlyn.
It was perfect for our needs and we even got parking included. Say Hi to Ashlyn from us if you book in. We're not being paid to advertise her place, but we can wholeheartedly recommend it.
What else is there to see close by:
If you want more bourbon then you're in the right place. You can collect stamps on your Kentucky Bourbon trail passport as you visit each distillery. You can visit 2 or 3 distilleries a day and still not see them all in a weekend.
Check out our guide to the Louisville Slugger Museum, which has had an upgrade since we visited. It is well worth a visit, even if, like me, you're not a baseball fan.
Sadly, I ran out of time to visit Churchill Downs home to the Kentucky Derby Museum in Louisville. If you're a horse racing fan then this is a must do when in the city.
We really enjoyed a few hours at The Frazier History Museum, just along from Evan Williams on “Museum Row.” For us, the highlight was the gallery on famous Kentuckians and the exhibit on how the city faced racial division. Eye-opening and thought-provoking.
They also have plenty of space dedicated to bourbon history.
And I want to give a big shout out to a brand experience not many would put into their schedule, but one that was truly memorable. The American Printing House For The Blind, based in Louisville, the world's largest nonprofit company which champions the development of technology to support people who are blind or have low vision.
It has been in operation since 1858 with a museum and factory tour. Our visit truly changed how I work and design visitor experiences now, not just for those with a disability, but to make spaces accessible for all. They are closed just now, but for a very exciting reason. In 2026 the new DOT Experience will open, and I, for one, would jump at the chance of returning to see what they have in store. This will be a 'please touch' experience, a fully immersive gallery and tour, blending history with technology. Good luck to them.
Photographs: ©Julie White unless noted otherwise
Disclaimer - The views and opinions expressed are solely my own. I pay for tours in full unless noted otherwise and any comments reflect my personal experiences on that day. Please drink responsibly. Please visit and garner your own thoughts and feel free to research the brand and the visitor centre in question.
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