LEXINGTON, Ky. — Downtown Lexington is adding another destination to Kentucky’s growing bourbon scene.
New Era Whiskey will officially open its new downtown Lexington distillery, tasting room, gift shop and social club Sept. 2, bringing the Lexington-based whiskey brand a permanent home just blocks from the center of the city.
Founder Zane Brammell will be joined by Kentucky Cabinet for Economic Development Secretary Jeff Noel and Lexington officials for a ribbon-cutting ceremony beginning at 11 a.m. Sept. 2 at New Era Distillery, 333 E. Short Street.
While the morning ceremony is limited to media and government officials, bourbon fans won’t have to wait long to get their first look inside.
New Era will hold a public open house from 4 to 6 p.m. Sept. 2, with limited-edition New Era Whiskey bottlings available for sampling and purchase.
The opening gives Lexington something increasingly important as the city works to strengthen its identity as a bourbon tourism destination: another whiskey experience in the heart of downtown.
From whiskey club to Lexington distillery
New Era Whiskey’s story began with Brammell’s growing interest in bourbon during the COVID-19 pandemic.
Brammell, who previously worked in health care, began exploring bourbon as a hobby and eventually moved into the single-barrel community. In 2022, he started his own private barrel-pick club, selecting whiskey to share with fellow enthusiasts. The concept eventually developed into New Era Whiskey with co-founder Matt Hobbs.
The brand has since built its identity around cask-strength single-barrel whiskey and limited releases, often packaged with distinctive labels inspired by newspaper front pages and headlines.
That branding isn’t accidental. New Era Whiskey & Spirits abbreviates to N.E.W.S., and its bottles have leaned heavily into storytelling, with individual releases receiving their own headline-style names.
New Era made another significant move in 2025 when it released three eight-year-old cask-strength single-barrel bourbons honoring Kentucky landmarks: Nature’s Crossing at Natural Bridge, Dark Wonders at Mammoth Cave and Magic Moonbow at Cumberland Falls.
Now the company is moving into its next chapter with a physical distillery and hospitality operation in downtown Lexington.
A new bourbon experience in downtown Lexington
The New Era property at 333 E. Short Street has been designed to offer more than a traditional bottle shop.
The historic property will include the company’s social club along with a tasting area, gift shop and micro-distillery operation. Plans for the property have been developing for more than a year, and New Era previously sought a Lexington zoning change to permit micro-distilleries as a principal use in the city’s Downtown Business zone.
The concept blends whiskey production with the social side of bourbon culture that helped launch the brand in the first place.
For bourbon enthusiasts, the whiskey remains the centerpiece.
New Era has concentrated on distinctive single barrels and cask-strength releases rather than building its identity around a large portfolio of standard expressions. Its founders select barrels with an emphasis on finding whiskey they believe can stand on its own as a unique release.
That philosophy has already produced some older and unusual bottlings. Earlier this year, whiskey retailer Seelbach’s highlighted two New Era single barrels, including “Slewmania,” a 10-year bourbon distilled in Danville, Kentucky.
The downtown location now gives the brand a place to bring those bottles, tastings and whiskey experiences together under one roof.
Lexington’s bourbon footprint keeps growing
New Era’s opening comes as Lexington continues to carve out a larger role in Kentucky bourbon tourism.
For years, Louisville and Bardstown have been among the most visible urban and regional destinations for bourbon travelers. Lexington, however, has steadily assembled its own combination of distilleries, bars, restaurants, bottle shops and whiskey experiences, while also serving as a gateway to distilleries throughout Central Kentucky.
A walkable downtown whiskey attraction adds another piece to that mix.
For New Era, the Sept. 2 grand opening also marks a considerable evolution from its beginnings as a private barrel-pick community.
What started with enthusiasts choosing individual barrels has grown into a Kentucky whiskey brand with retail releases, a distilling license and now a permanent destination where consumers can experience New Era Whiskey firsthand.
And in keeping with a company whose bottles are designed to look like newspaper front pages, opening the doors to its own downtown Lexington distillery seems like an appropriate next headline.
New Era Distillery Grand Opening
New Era Whiskey will hold its public open house Wednesday, Sept. 2, from 4 to 6 p.m. at 333 E. Short Street in downtown Lexington. Limited-edition New Era Whiskey bottlings will be available for sampling and purchase.
More information is available from New Era Whiskey.
