Ole Smoky CEO on the Impact Shuttered Tasting Rooms have on Innovation

Dear Client:  Tennessee-based Ole Smoky is known for its popular distillery destinations. In 2019, the company welcomed 4.5 million visitors across four distilleries. The original site in Gatlinburg, TN is the most visited distillery, at 2.1 million visitors in 2019. That's more than the number of people who visited the entire Kentucky Bourbon Trail the same year (at about 1.7 million). So what happened when COVID led to shuttered tasting rooms? "In the early part of 2020, the impact of COVID