Brown-Forman Manager Visitor Experience, Old Forester in Louisville, Kentucky

Job Description:

The Old Forester Distillery is an interactive, consumer experience designed to showcase the craftsmanship and authenticity of Old Forester, America’s first bottled bourbon. We will give our consumers a look into how Old Forester comes to life and each team member will be responsible for ensuring the integrity and authenticity of this experience as they interact with our consumers throughout their visit to our Homeplace.

Bourbon enthusiasts and bartenders today are providing a genuine experience. They have found a kindred spirit in America’s first bottled bourbon. Nearly a century and a half after its inception, the originality of Old Forester continues to be the source of inspiration for many new and distinctly flavorful expressions. Most recently, Old Forester was brought to life in the movie “Statesman”, and we have our own way we’d like to showcase the only bourbon continuously distilled and marketed by the founding family before, during and after Prohibition. Come be part of history, as the story continues….

At 86 proof, Old Forester delivers a genuine bourbon experience.

The same will hold true for this manager who will play a key role in the marketing and management of the visitor experience of the Old Forester Distillery. The manager is responsible for the comprehensive oversight of the best in class consumer experience and strategically aligns tourism operations with distillery operations and brand equity objectives. The manager has direct responsibility for on-site sales and tourism marketing activity as well as the execution of homeplace programs, events, tours, tasting room operations, CRM and retail sales. In doing so, the manager will deliver quality performance and adherence to standards while managing the business within financial and budgetary guidelines.

In 1870 George Garvin Brown created Old Forester on Louisville, KY’s, famous Whiskey Row, to keep the tradition alive; this manager will have many ways to showcase their craft.

Homeplace Operations Management

  • Responsible for exceptional customer service and values. Coach for staff success by communicating homeplace goals, business focus and desired outcomes that achieve excellence in execution.

  • Oversee homeplace facility plans and tour path as well as tasting room operations and retail shop with daily supervision.

  • Hire, train and manage the collective Homeplace staff. Build effective organizational plans and revise/issue job descriptions as needed.

  • Maintain monthly and annual reporting models that keep the management team apprised of financial results as well as the overall activity at the facility.

  • Work closely with the Director, Homeplace Operations to develop annual budgets and capital plans.

  • Effectively manage interdepartmental communications and build relationships with production leadership and staff.

  • Maintain Standard Operating Procedures for the Hospitality & Homeplace team.

  • Oversee food & beverage operations for consumer and trade events, management & scheduling of staff, menu development, quality & service standards, inventory & budget management, décor, rental coordination, event planning and related activities.

  • Manage and proactively plan tasting room inventories and pricing, for spirits to meet demand, ensure an exceptional experience and maximize profitability.

  • Maintain reports and records of tasting room operations, visitation and CRM programs.

  • Develop annual retail and merchandising plan.

  • Execute short and long-term tourism marketing/promotional plans as designed in conjunction with the Marketing team/ BF digital team.

  • Manage hospitality operation in alignment with the overall property image and brand positioning.

Homeplace Events and Local Marketing

  • Develop an annual plan/calendar of events and local marketing initiatives, ensuring alignment with brand positioning.

  • Develop plan in concert with the brand’s marketing plan, to maximize impact and ensure consistency.

  • Recommend and coordinate local tourism advertising and tourism promotional/recruitment initiatives.

  • Represent the brand as needed in the community through a variety of interfaces including boards and committees as well as regional and local tourism entities.

  • Work with brand PR to support PR initiatives and plans.

  • Participate in local events (tastings, etc.) on behalf of distillery and brand team, as needed.

  • Coordinate marketing efforts with the Old Forester Distillery Visitors Center team.

  • Coordinate with Production leadership to manage building R&M outsourced provider. Ensure communication and follow-up to achieve and maintain excellent property standards.

  • Work closely with security personnel to ensure visitor safety and compliance.

  • Provide safe working environment for staff and visitors.

  • Ensure ADA, food service and other regulatory compliance on a continuing basis.

  • Secure compliance with local, state and federal laws/regulations for new activities related to tourism and onsite visitation.

  • Play an active role in the development of site master planning and expansion.

Every fingerprint is unique. The same is true for every barrel of bourbon.

Our Key Ingredients are :


  • Bachelor’s Degree


  • Minimum seven years in the hospitality and/or tourism marketing fields; or appropriate combination of education and experience.

  • Proven experience leading and managing teams.

  • Demonstrated ability to work independently within a matrixed organization.

  • Demonstrated ability to collaborate and work within a team environment.

  • Within a highly collaborative team environment, must have willingness/openness to cross-train/perform some duties outside of assigned role

  • Demonstrated oral /written communication skills.

  • Must be able to demonstrate an ability to interact with consumers, share the story of Old Forester and bring the experience to life.

  • Ability to prioritize and complete multiple projects within specified deadlines in a fast paced environment.

  • Understands brand marketing team input and can effectively apply information to hospitality programs and executions.

  • Strong problem solving and analytical skills.

  • Understands business implications of recommendations and decisions.

  • Ability to establish and maintain effective working relationships with internal and external personnel at all levels throughout an organization.

  • Experience in hospitality and event program development, planning and execution.

  • Ability to maintain flexible work schedule as weekend and extended workdays are necessary.

Preferred Skills / Qualifications:

  • Post graduate degree (Master’s Degree in Business or a hospitality-related field of study).

  • Consumer brand homeplace experience.

  • Knowledge of the Brown-Forman organization and its business.

#PB 1 #TPB


About Brown-Forman:


For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

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Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.

Business Area: Global Marketing

City: Louisville

State: KY

Country: United States

Req Type: Exempt

AutoReqId: 3962BR