Bourbon City’s Heritage is Unmasked

LOUISVILLE, Ky. (July 29, 2020) — Known as an epicenter of all things bourbon, Louisville is adding new options for shoppers to safely promote their love of Bourbon City while simultaneously donating to area COVID relief programs.

Louisville Tourism will be selling three new face masks – two with the popular slogan ‘Just Add Bourbon’ as well as a third with a small Fleur De Lis, the symbol adopted by Louisville as the city’s emblem. Louisville was named after King Louis XVI of the House of Bourbon in 1778 in appreciation of France’s assistance in the Revolutionary War. The stylized lily is seen all over town from architectural embellishments and gift items to street signs and business logos. It is the centerpiece of the city’s Official Seal as well as a symbol of hometown pride among locals.

Shoppers can pick up masks in person or order online
from the Louisville Visitor Information Center (VIC), located at 301 S. 4th Street. The VIC serves as the public face of Louisville Tourism by welcoming guests and helping with attraction, hotel and other city information - as well as Louisville branded merchandise.

Each mask is available for $10 with a portion of the sales proceeds donated to benefit both Louisville’s COVID-19 Relief Fund and the Fund for the Arts Black Artists Fund.

“Louisville Tourism has created a fun way to adhere to the CDC and the Governor’s health guidelines while showcasing Bourbon City’s soul and authenticity, said Karen Williams, President & CEO of Louisville Tourism. “Considering tourism’s role as the third largest industry in Louisville, typically supporting over 60,000 jobs in the MSA, we will continue to safely inspire travel while channeling assistance to the industry professionals we rely on every day as key economic drivers.”

The VIC is currently open Wednesday through Sunday from 12pm to 5pm. Just prior to the COVID-19 outbreak, the VIC underwent a facelift to refresh and update visitor displays – complete with a new brochure and recipe wall featuring dishes and libations prominent in Louisville’s southern culinary heritage, as featured in Louisville Tourism’s Bourbon & Biscuits web series.

Two area selfie spots with spirited displays of the masks are planned and include 21c Museum Hotel’s larger than life gold statue of David wearing the Fleur De Lis mask while the Troll Pub Under the Bridge’s resident outdoor troll will sport the Just Add Bourbon mask.

Louisville Tourism serves as the official Destination Marketing Organization for Louisville Metro with the mission to inspire travel to the city and plan for the future of Louisville as a destination.