Pursuit Spirits Brings a New Bourbon Playground to Whiskey Row

Whiskey Row is getting a bold new addition this week as Pursuit Spirits swings open the doors to its brand-new home — and it’s more than just a place to sip. The Louisville-born, award-winning whiskey brand from Ryan Cecil and Kenny Coleman has transformed two floors (7,600 square feet) of historic real estate into an all-in-one bourbon destination. Think immersive tastings, an expertly curated retail shop, the new Bourbon Pursuit podcast studio, and a stylish cocktail lounge built for swapping stories over a great pour.

Inside, you’ll find original brick walls, gleaming hardwood floors, and even a converted vault tucked away as a private nook for savoring your next favorite bottle. A glass-floored elevator shaft now serves as a striking art installation connecting both levels — a blend of heritage and modern flair that’s signature Louisville.

Experiences You Can’t Get Anywhere Else

Pursuit Spirits doesn’t follow the “traditional distillery” playbook. Here, guests step into the role of whiskey explorer, going behind the scenes for exclusive barrel picks, bottling straight from the source, and hands-on deep dives into Louisville’s bourbon roots. Alongside fan favorites like The Whole Shebang! and Discover the Pursuit, three brand-new experiences debut here:

• Mellwood Past and Present – 45 min | $35
  Travel through the history of Louisville’s Mellwood Distillery, from its post-Civil War rise to its modern revival with Pursuit Spirits.
  

• Choose Your Own Cocktail Adventure – 45 min | $40
  Guided by an expert bartender, build your own creative cocktail — no cookie-cutter Old Fashioneds here.
  

• Founder Hour – 60 min | $150
  Join Ryan or Kenny for an intimate tasting of rare releases, R&D projects, and barrel samples — a peek into the trial-and-error magic behind the brand.
  

Meet Trial + Error

Downstairs, the Trial + Error cocktail lounge is a cozy-cool retreat for the whiskey-curious. Lead bartender Jordan Harris has crafted a menu that reimagines the classics — like the T&E Old Fashioned or the rye-forward Rye-an Rita — alongside playful seasonal creations. With over 100 expressions of Pursuit Spirits on the shelf, including private barrel and distillery-only releases, this is a place to linger, swap stories, and discover something new.

Hours:

• Retail & Guest Experiences: Tue–Sat | 9:30 a.m.–6 p.m.
• Trial + Error Lounge: Tue–Thu | 11 a.m.–9 p.m. | Fri–Sat | 11 a.m.–11 p.m
  

Location: Whiskey Row, Louisville, KY – 722 West Main Street