One of the biggest names in bourbon is coming to Owensboro as the BBQ & Barrels Bourbon Experience continues to grow into a national-caliber event.
Headlining this year’s bourbon lineup is 7th Generation Master Distiller Fred Noe — the face of Jim Beam — who will appear during the event to share stories and insight from one of the most influential families in American whiskey.
“Fred Noe is one of the biggest names in bourbon, period,” said Seth Thompson, owner of The Bourbon Review. “To have him here, combined with over 45 distilleries and the ability to interact directly with the people behind the brands, puts this among the top bourbon events in the United States.”
The appearance highlights a broader expansion of the bourbon component, which will feature more than 44 distilleries inside the Owensboro Convention Center, offering structured tastings, premium pours, and direct interaction with distillers and brand representatives.
“This is a strong bourbon lineup,” said Daylin Tolgo, Destination Marketing, Visit Owensboro. “When you bring this many respected distilleries together in one place, it changes the level of the event. People are starting to take notice, and they’re making plans to be here.”
Noe’s appearance will include a live session where he shares the Beam family story and walks through key expressions, offering attendees a rare, unscripted look into one of bourbon’s most recognizable brands.
The event will also introduce new interactive elements, including a series of bourbon classes scheduled for May 9 at the Convention Center. Sessions include a cocktail-focused experience led by award-winning mixologist Lee Caldwell and a live reveal of a new Chicken Cock whiskey release.
“You don’t see this level of access very often. To taste this many bourbons, connect with the distilleries, and experience everything else Owensboro offers—from live music to great food along the riverfront—it’s one of the best all-around events out there,” Thompson said.
Local and regional distilleries say the event’s growth has been noticeable.
“This is our second year bringing Silk Velvet to BBQ & Barrels. Visit Owensboro has built this into a major bourbon event, with some of the biggest and most well-known brands in the country,” said Zach Hargis, President of Silk Velvet Whiskey.
Jacob Call, Master Distiller of Western Kentucky Distilling Co., said the event has evolved significantly since its early years.
“We’ve been part of BBQ & Barrels from the start and have seen it grow into something people are paying attention to,” Call said. “We’re bringing single barrel selections built for this event. These are bottles you won’t find anywhere else.”
Organizers say the combination of high-profile names, expanded programming, and a growing distillery lineup continues to elevate the festival.
“We’re bringing in the best in the business and putting it right here in Owensboro,” said Mark Calitri, President & CEO of Visit Owensboro. “When you look at the quality of these classes and the names behind them, this puts our community on a national stage. This is something our community can be proud of.”
Calitri added, “This is what happens when people step up and do something at a high level. You’ve got major names, new experiences, and now a live bourbon reveal, all right here in Owensboro.”
The bourbon experience is part of the larger BBQ & Barrels festival, which draws more than 25,000 people downtown for a weekend of barbecue, live music, and riverfront activities.
“We’re building something people will travel for,” Tolgo said. “You’ve got major bourbon brands, great food, live music, and a packed downtown. That combination is what turns this into a destination event.”
Tickets for the bourbon experience and classes are available now at bbq and barrels.com, with organizers noting that several offerings are expected to sell out.
