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Unprecedented Impact on the Bourbon Industry: Kentucky Black Bourbon Guild

Dr. Randy Whetstone, Jr. • Photos by Mr. Femi Oyeniran


It was at the Oscar Getz Museum of Bourbon History that Rob Beatty, the future Founder & President of the Kentucky Black Bourbon Guild (KBBG), experienced a pivotal moment.

As he viewed the museum’s depictions of African Americans, Beatty was struck by the lack of information regarding their impact on bourbon history. This realization sparked an initiative that would shine a spotlight on the intersection of Black history and bourbon, ultimately influencing the future of the industry.


I had the opportunity to sit down with Beatty to discuss the mission of the KBBG.


How did the Kentucky Black Bourbon Guild begin?


“That moment at the museum inspired me,” Beatty recalls. “I reached out to a close friend, Gathan Borden, who has made significant contributions to Kentucky tourism and knows how to turn ideas into reality. Gathan suggested I meet with Freddie Johnson, a Bourbon Hall of Famer and revered tour guide at Buffalo Trace. That meeting was transformative—Freddie agreed there was a need for a group that honors the contributions of African Americans to the bourbon industry. I knew I had to take action.”


From there, Beatty assembled a group of thought leaders and entrepreneurs to form a board. This group included Gathan and another close friend, Michael Adams, Jr., an expert in commercial lending who specializes in guiding businesses to prosperity.


“I tasked them with developing a mission statement and a name,” Beatty explains. “After exploring a few ideas, we officially started the Kentucky Black Bourbon Guild. It’s always been a very collaborative and inclusive effort.”



In November 2018, the KBBG held a soft launch event in Lexington. By the time of its official launch on December 18th of that year, the guild had nearly 100 members. “I knew we were really onto something,” Beatty reflects.


Did you ever envision bourbon being part of your entrepreneurial endeavors?


“My first experience with bourbon was years ago, while entertaining a guest in Lexington. I asked the bartender for a shot of their best bourbon and was surprised when he requested my credit card. He returned with a bill for $212 for a single ounce pour of Pappy Van Winkle—a bourbon I wasn’t familiar with at the time. My palate was overwhelmed by the woodiness and high proof, and that was my introduction to bourbon.”


Later, during a round of golf with friends, the subject of bourbon came up. “I realized I didn’t understand bourbon—what it represents or how it fits into our stories and heritage. I didn’t know what I was tasting or what to look for,” Beatty admits.


It was Michael who more formally introduced him to bourbon, but no one had ever connected him to the African American tradition within the industry. “I grew up in a household where there was no drinking, so I wasn’t aware of the Black contributions to this craft. My experience at the Oscar Getz Museum made it clear to me that I needed to learn and share this untold story.” 


How are you contributing to the African American tradition of bourbon?


“My contribution lies in our focus on educating people to become true bourbon aficionados. We achieve this through educational workshops and brand activations. Every first Saturday, we host a workshop in Lexington, where industry leaders teach our members.”


The class, known as the Kentucky Black Bourbon Guild Institute of Palate Training, covers sensology and the history of the industry. “We teach our members how to use their senses, helping them appreciate the quality of bourbon. Studies show that Black people are premium spirits consumers, but often we don’t fully understand what we’re smelling or tasting. Our training includes three phases: N – nose, P – palate, and F – finish.”


Through brand activations, KBBG bridges the gap between consumers and brands. “Where else can brands engage with 50 multicultural people in one room? The distillers conduct tastings, bring in multiple expressions, and interact with our members—whether in groups or one-on-one. The brands benefit from our members’ extensive training, providing them with valuable feedback.”


Private barrel selections are another unique aspect of KBBG, where members select barrels that reflect the group’s distinctive flavor profile. “We’ve done numerous bourbon picks, including a series with Castle and Key called The Untold Story. These batches were selected by nine KBBG members and are the first ever released that highlight the African American contribution to bourbon. Each of the three chapters to date features a curated story on the bottle honoring this contribution. We’re incredibly proud of this series, as well as the Freddie Johnson Minority Scholarship, which supports young people of color in pursuing careers in bourbon.”


KBBG is a collective of passionate industry professionals and enthusiasts committed to preserving the heritage and future of inclusive bourbon appreciation and education.

By honoring the contributions of minorities to the legacy of bourbon, KBBG ensures that its members feel connected to the past while embracing the industry’s future development through education, stewarship and community building.


KBBG palate training classes are held in downtown Lexington. Membership includes access to monthly curriculum-based training (one Saturday a month) and a tasting event every third Wednesday. KBBG also offers exclusive tours and numerous special events.


For more information, please visit kentuckyblackbourbonguild.com.

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