Basil Hayden Becomes Official American Whiskey of MICHELIN Guide US, Will Open Pop-Up ‘Tasting Garden’ at 7 Festivals
A rendering of the Basil Hayden and MICHELIN Guide U.S. tasting garden. (Photo: Basil Hayden/MICHELIN Guide U.S.)
On Monday, Kentucky bourbon producer Basil Hayden announced that it has entered a partnership to become the official American whiskey of the MICHELIN Guide U.S.
“Consumers seek out MICHELIN and Basil Hayden for similar reasons: They want an elevated experience,” Cara Cornelius, vice president of food and travel experiences for MICHELIN Americas, said in a news release. “We know, however, people sometimes assume these experiences are out of reach, kept behind an expensive bill or impossible reservations. Our goal for this new partnership is to bring MICHELIN-level events to the consumer and show how sophistication and quality can be enjoyed by all.”
Under the partnership, Basil Hayden and MICHELIN will embark on a seven-stop tour, opening a pop-up “tasting garden” at festivals across the U.S. Each garden will feature a diner-inspired exterior that houses a cocktail bar, which will sell Basil Hayden craft cocktails paired with MICHELIN-inspired small bites.
Basil Hayden x 2023 MICHELIN Guide Tasting Garden Tour Stops
- Chicago, Illinois: Taste of Randolph, June 16-18
- Denver, Colorado: Cherry Creek Arts Festival, July 1-3
- Louisville, Kentucky: Bourbon & Beyond, Sept. 14-17
- Atlanta, Georgia: Atlanta Food & Wine Festival, Sept. 21-24
- New York: New York City Wine & Food Festival, Oct. 12-15
- San Diego, California: San Diego Bay Wine & Food Festival, Nov. 11
Beyond the pop-up tasting gardens, Basil Hayden will be an official partner of the 2023 MICHELIN Guide ceremonies and will present the MICHELIN Exceptional Cocktails Award. The partnership will also include various initiatives, including a giveaway of a Michelin Star weekend experience that will include fine dining and luxury accommodations.
“We are honored to be the official American whiskey of the MICHELIN Guide,” said Jonathan Marks, senior marketing director for Global Small Batch Bourbon at Beam Suntory. “Both the MICHELIN Guide and Basil Hayden celebrate excellence in our craft and create unique experiences for consumers, making this the perfect partnership.
“At Basil Hayden, we aim to unlock experiences to make them accessible and approachable – just like our whiskey. Basil Hayden’s refined yet welcoming taste profile makes it appeal to both whiskey novices and seasoned bourbon drinkers.”
In September 2021, Australian whisky company Starward was named the official whisky partner of the MICHELIN Guide.
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