Highland Festival Grounds | September 19 - 22, 2024


Check out the Beyond of Bourbon & Beyond and explore our 2023 activations below!

1 Million Strong

1 Million Strong is uniting fans, artists, and the music industry to destigmatize addiction recovery through the power of community. At Bourbon & Beyond, join 1 Million Strong and The Phoenix in the Wellness Retreat Tent to relax, recharge, and enjoy non-alcoholic drinks. Here, sober attendees and their allies, friends, and family can meetup to find a community and head out to festival stages with others who are committed to supporting each other's wellness join in our movement to provide free support to one million people.


AARP Rocks and so do you! Stop by the AARP Tent to check out their free, interactive space including a photo booth, music trivia game, Rockstar singing booth and so much more!

Angel's Envy

Experience Bourbon & Beyond like never before in the Angel’s Envy Beyond VIP area! Elevate your festival adventure with stunning views, lavish amenities, and an unforgettable atmosphere, all while indulging in the perfect harmony of music and luxury.

Basil Hayden

Basil Hayden shines a light on what bourbon can be by becoming the official American whiskey of the MICHELIN Guide U.S. Built on shared values of elevated standards of excellence, the two brands will showcase refined culinary and spirits with a partnership that unlocks MICHELIN Guide-worthy experiences. Stop by to sample a specially crafted pairing of a Basil Hayden cocktail with a delightful bite!

B. B. Flats

Slide, Swing, or Two-Step on into the Kroger Big Bourbon Bar for a little dancing on the B.B. Flats! Take in some of the best bluegrass bands then between sets, grab a partner and take a lesson or just dance your heart out while the B.B. Flats house DJ plays all the best tunes.

BeatBox Beverages

BeatBox is bringing the party to Bourbon & Beyond 🎉 11.1% ABV, non-carbonated, gluten free and packed with delicious flavor. Stock up in between sets, and party responsibly — Pro tip: don't forget to stop by the BeatBus to hydrate with an ice cold @beatboxbeverages🧃

Kroger Big Bourbon Bar

No time to explore the bourbon trail? It’s coming straight to Bourbon & Beyond, where you can enjoy a sip of Kentucky’s finest. Bourbon expert Chris Blandford has expertly curated an extensive lineup of bourbons and designed specialty cocktails for fans, friends and family. Choose from a wide selection of spirit-forward and refreshing cocktails served up on demand by hometown mixologists. Participating bourbons include Angel’s Envy, Bardstown Bourbon, Basil Hayden’s, Brother’s Bond Bourbon, Bulleit Bourbon, Calumet Farm, Elijah Craig, Four Roses, George Dickel, Huber’s Starlight, Jack Daniel’s, Jefferson’s, Kentucky Peerless, Larceny, Legent, Maker’s 46, Michter’s, Middle West Spirits, Old Forester, Rabbit Hole, Resilient Bottled in Bond, Stonehammer, Wilderness Trail and more to be announced.

Blackened Presents, The Whiskey Bar

The Whiskey Bar presented by BLACKENED American Whiskey is a DWP must-do! Our partners at BLACKENED hand-crafted a super premium blend of straight bourbons & ryes, which is finished in black brand casks and sonically-enhanced to extract more flavor from the casks, a process dubbed BLACK NOISETM. Created by the late, legendary Master Distiller Dave Pickerell and the almighty Metallica, BLACKENED is now overseen by Master Distiller & Blender Rob Dietrich who guards Dave’s recipe and is responsible for the sourcing, blending and finishing to bring us this award-winning, 90-proof American whiskey. Electrify your tastebuds with carefully crafted cocktails at this exclusive DWP experience.

The Bourbon Experience

Get up close and personal with bourbon experts, celebrities and your favorite distillers as we discover the heritage, explore the traditions and raise a glass to the fine Art of Bourbon. Our carefully curated Bourbon Experience we will feature panels discussions, hands-on workshops and product demos that will fill your cup and keep you coming back for more.

Budweiser Zone

Budweiser is proud to partner with Bourbon & Beyond as they continue to provide crisp, cool refreshments and lasting memories through music. This year they are happy to have their very own Budweiser Party Zone facing the main stage where fans can enjoy an ice cold beer and views of the Main Stages. Budweiser looks forward to seeing you all there!

Culinary Atelier

Join us at Bourbon & Beyond for a weekend of amazing culinary experiences including intoxicating celebrity and Kentucky chef demos along with great eats from local restaurants plus few surprises along the way.

George Dickel Flight School

Discover the Art of Bourbon when you take flight with George Dickel at Bourbon & Beyond’s Flight School during Bourbon and Beyond!  Chat with a Geroge Dickel ambassador and find your favorite expression while learning more about the brand while tasting the award-winning whiskies and new innovations coming out of Cascade Hollow Distillery.  

The Highland Grounds Wine Garden

Sip into the sunset, enjoy watercolor skies and ease into the night at the Highland Grounds Wine Garden. Whether you’re bold and sturdy or fruity and nutty, our locally sourced, premier and premium wines will bring you let you decant your senses as your cheers through the weekend.

The Hunter’s Club

The Hunter’s Club

The Hunter’s Club is the ideal onsite destination for every bourbon aficionado. Rare, vintage and experimental expressions will be available for those who are looking for something more… Wander in, take a seat, and indulge in some liquid history. Our impressive bourbon collection features pioneers including but is not limited to Blanton’s, Booker’s, Bourbon Royal, Chapin & Gore, Eagle Rare, George T. Stagg, Hill and Hill, Kentucky Owl, Old Grandad, Weller and a special taste of our very own Pappyland that you’d be remiss to pass by.

Jack Daniel's

Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Rye, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Stop by the Char House to get your relaxation or visit Jack’s Sports Bar and never miss a game!

Jim Beam Tiki Barrel Bar

Say “aloha” to the day when you stop by the Jim Beam Tiki Barrel Bar. With bourbon and rum-based specialty island cocktails, shade and seating areas, Jim Beam’s Tiki Barrel Bar is sure to be the oasis you need to make your festival vacation complete.

Kentucky Distiller's Association Craft Bourbon Bar

We love up and comers and so will you. The Kentucky Distillers Association has hand-picked craft distilleries to feature at Bourbon & Beyond. Participating distilleries include The Bard Distillery, Bluegrass Distillers, Boundary Oak and more to be announced.

Chris’ Picks Minibar

Chris Blandford, Kroger’s Adult Beverage Specialist for Kentucky, Indiana and Illinois has honed his palette over his career and is once again partnering with our very own Danny Wimmer to hand select one of a kind barrels to exclusively feature at the Chris’ Picks MiniBar all weekend long!

Pappy & Co.

Bourbon and cigars? Talk about a perfect pairing! Built around shared experiences, celebrations, and stolen moments that allow us to slow down and enjoy life, Pappy & Company celebrates the Van Winkle heritage with products like small-batch cigars and thoughtfully-made homegoods. Stop by in VIP to grab the best possible compliment to your bourbon!

Pegasus Distilled Experiences

Kentucky’s Bourbon experiences don’t just stop at the festival. Pegasus Distilled takes on Bourbon & Beyond to bring you customized Kentucky Bourbon Trail™ (please include the trademark symbol here - (option + 2) tours, elegant, chauffeured services, and luxury event transportation to elevate your Bourbon experiences to the next level. Visit them to find experiences that’ll continue the magic beyond the festival!

Club Magenta

Headed to Bourbon & Beyond? It’s Better Over Here, with T-Mobile’s record-breaking 5G network and the return of Club Magenta! Enjoy great views, charging, a private bar, free lawn chairs, and chances to win amazing prizes because when you’re with T-Mobile, you’re with the band 🤘 Check us out @