LEXINGTON, Ky. — Kentucky’s booming bourbon tourism industry is creating career opportunities well beyond distilling whiskey, and a new partnership between Sazerac Co. and Kentucky VALOR aims to introduce those opportunities to veterans and military families.
Kentucky VALOR, an initiative of Kentucky Science & Technology Corp. (KSTC), has partnered with Sazerac to launch Industry Connections, a new career exploration resource designed to help veterans, transitioning service members and military spouses discover civilian careers in Kentucky.
The program’s first focus will be Kentucky’s tourism and hospitality industry, including one of the state’s most recognizable and rapidly evolving visitor attractions: bourbon tourism.
From distillery tours and tasting rooms to visitor centers, restaurants, hotels, events and destination marketing, Kentucky’s bourbon industry supports a much larger tourism ecosystem that requires employees with experience in leadership, logistics, operations, planning, customer service and team management — skills commonly developed during military service.
The broader Kentucky tourism industry supported nearly 97,000 jobs and generated $14.6 billion in economic impact in 2025, according to the Kentucky Department of Tourism’s 2025 Economic Impact of Tourism report.
Through Industry Connections, military-connected participants will be introduced to careers in bourbon and experiential tourism, hotel and lodging management, restaurants and food service, destination marketing, visitor attractions, event operations and other hospitality-related fields.
“The service members and military spouses we work with bring leadership, adaptability and problem-solving skills that translate across industries,” said Molly Bode, executive director of Kentucky VALOR.
“Through this partnership with Sazerac, we’re helping participants explore opportunities across Kentucky’s tourism and visitor economy, connect with industry leaders and discover careers that align with their interests, skills and long-term goals.”
Bourbon Tourism Offers Careers Beyond the Distillery
For Kentucky’s bourbon industry, the initiative highlights something that can sometimes get lost amid conversations about master distillers, aging warehouses and new whiskey releases: It takes a wide range of professionals to create the modern bourbon experience.
Kentucky’s distilleries increasingly operate as tourism destinations, requiring employees in hospitality, guest services, retail, food and beverage, event management, logistics, security, facilities management, marketing and other disciplines.
Those positions can offer natural transitions for veterans whose military careers required them to manage people, equipment, schedules and complex operations.
Sazerac’s Kentucky operations include some of the most recognizable names and destinations in American whiskey, making the company a natural partner for an initiative introducing military families to careers connected with the state’s signature spirit and tourism industry.
Through Sazerac’s sponsorship, Kentucky VALOR participants will receive access to Industry Connections resources highlighting industry trends, leading employers and potential career pathways. The program also will help participants understand how military experience translates into civilian occupations.
Participants will have opportunities to connect with employers and industry professionals as they explore potential careers.
“Supporting veterans and military families means standing beside them long after their military service ends,” said Jake Wenz, president and CEO of Sazerac. “We’re honored to partner with Kentucky VALOR to help make the transition out of military service a successful one by connecting military talent with meaningful career opportunities that build rewarding futures in Kentucky.”
Bringing Military Talent to Kentucky
Kentucky VALOR currently serves approximately 2,500 military-connected participants throughout the United States and overseas.
In addition to helping participants find jobs, the organization works to introduce veterans and military families to Kentucky communities where they can establish careers and put down roots following military service.
Terry Samuel, president of Kentucky Science & Technology Corp., said attracting skilled workers is important to Kentucky’s long-term economic growth.
“Kentucky’s long-term economic success depends on connecting talented people with opportunities to thrive in high-demand industries,” Samuel said.
“We’re grateful to Sazerac for helping expand Kentucky VALOR’s ability to connect veterans and military families with new career exploration opportunities in Kentucky’s key industries.”
The tourism and hospitality program will be the first Industry Connections resource, with Kentucky VALOR planning resources for additional industries in the future.
For bourbon fans, the partnership also demonstrates another way Kentucky whiskey’s economic reach extends beyond the bottle.
The bourbon experience now encompasses distillery destinations, restaurants, hotels, transportation, events, retail and other businesses serving the millions of visitors drawn to Kentucky’s whiskey culture. Connecting veterans and military spouses with those opportunities could provide the industry with an additional source of experienced leadership and operational talent while giving military families another reason to make Kentucky home.
For more information about Kentucky VALOR, visit kyvalor.com.
About Kentucky VALOR
Kentucky VALOR (Veterans Accelerated Licensure Occupational Recruitment) is an initiative of the Kentucky Science & Technology Corporation (KSTC) that helps veterans, transitioning service members and military spouses capitalize on their military experience to meet career goals and find fulfilling post-service careers in Kentucky. Kentucky VALOR partners with employers across the commonwealth to connect military talent with career opportunities while helping address workforce needs throughout Kentucky. Learn more at kyvalor.com.
About Kentucky Science & Technology Corporation
Kentucky Science and Technology Corporation (KSTC) is a private, statewide nonprofit championing innovation in knowledge, talent and investment to accelerate Kentucky’s economic growth and competitiveness and secure a better future for all Kentuckians. By strengthening research and knowledge transfer, cultivating an innovation-ready workforce and supporting strategic investment in Kentucky businesses, KSTC helps launch, scale and grow the ideas and companies that power the state’s economy. Learn more at kstc.org.
About Sazerac
With over 400 years of history, Sazerac is one of the world’s largest distilled spirits companies. Now in the fourth generation of the current family ownership, Sazerac strives each day to bring the finest spirits to consumers and communities around the world. Over 500 of the world’s most extraordinary brands are part of the Sazerac portfolio, including Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop Distillers, Fireball Cinnamon Whisky, Southern Comfort, Wheatley Vodka, Meyers’s Rum, White X Cognac, Sazerac de Forge Cognac, Paddy’s Irish Whiskey, and many more. Sazerac is also the steward of many fine distilleries internationally, including Buffalo Trace Distillery in Kentucky, United States; Domaine Sazerac de Segonzac in Cognac, France; Paul John Distillery in Goa, India; and Hawk’s Rock Distillery in County Sligo, Ireland. Additional impressive locations can be found in New Orleans, Montréal, London, Cork and Sydney, to name a few. To learn more visit www.sazerac.com.
