Peggy Noe Stevens is no stranger to breaking barriers. As the first female Master Bourbon Taster and co-founder of the iconic Kentucky Bourbon Trail, she has paved the way for countless women in a traditionally male-dominated industry. Through her trailblazing initiatives, such as the Bourbon Women Association, and her dedication to elevating whiskey culture, Stevens has redefined how the world sees bourbon—from a regional heritage spirit to a symbol of sophistication and connection. In this interview, she reflects on the evolving role of women in the spirits industry, the art of authentic branding, and her lifelong passion for creating immersive consumer experiences.

Image: Peggy Noe Stevens, 2020 Whisky Magazine Hall of Fame. Source: PNSA

You were the first female Master Bourbon Taster and have shaped bourbon tourism through your work with the Kentucky Bourbon Trail. How has the role of women in the bourbon and spirits industry evolved since you first started, and what challenges remain?

It is changing as we speak. When I think about becoming the first female Bourbon Master Taster in the industry, it was in the late 90’s. That is not that long ago! Today, we have Master Tasters, Master Blenders, and Master Distillers who are incredibly qualified and have elevated women in the industry. I would; however, like to see more women in C-suite positions within major companies.  Visibility for up-and-coming talented women is still an issue. How does one become “seen as” a real player in the industry? Aspirational, women want high-level positions but need mentorships and career paths that will train them along the way and prepare them for the future. Through my organization, the Bourbon Women Foundation, we give scholarships to women trying to elevate and break into the industry. 

Image: Peggy Noe Stevens, Co-Founder of the Kentucky Bourbon Trail. Source: PNSA

Your work spans branding, hospitality, and experiential design, with a focus on connecting consumers to the world of spirits. In your experience, what are the most effective ways for brands to create lasting, emotional connections with consumers in today’s crowded market?

Be authentic! I always ask the client when I begin a project what they wish the consumer to take away from the experience. Answering the question of what the consumer wants and what the consumer needs is something that is lost in the shuffle of brand promotion. Say who you are, but what is the connection you can make to the consumer, so they understand your brand? There can be way too much packaging and not enough authentic conversation.

You’re a co-founder of Bourbon Women, an organization that has opened doors for female enthusiasts and professionals in the spirits world. What inspired its creation, and how do you envision its impact continuing to grow in the coming years?

After years of presenting to audiences that were 98% male, I always noticed that trickle of women who stood in the back of the room and never asked questions. I KNEW they were bourbon lovers but truly excluded from the comfort of conversation. I wanted to change that. Whether they were consumers, bartenders, etc., Bourbon Women was built as an education platform and brought women together to share the lifestyle and culture that surrounds whiskey in a setting that was approachable and friendly. We have executed well over 400 events since its inception and hold an annual conference called the SIPosium each August. Close to 500 women gather for a long weekend to share the camaraderie and experience of so many brands and events.

Image: SIPosium 2024. Source: Bourbon Women Association.

Your career highlights the intersection of whiskey culture and luxury hospitality. What do you believe is the key to elevating whiskey tourism and experiences to match the sophistication of high-end wine tourism, especially with the growing interest in whiskey globally?

I am intrigued that you succinctly named the two areas, culture, and luxury that truly nail it for what I aspire to be in our whiskey world. We had an impression of a more casual Kentucky. My feeling is that we can be casual elegance. Many of the distilleries are already being built in that direction by being more of a lifestyle brand. We do not need to compete with wine tourism, we are our own industry and vastly different. What I am so very proud of is the bourbon industry has always strived to be approachable and friendly to our products. You can be both premium and approachable.

You’ve been deeply involved with Moonshine University and its education initiatives. What areas do you think are most critical for up-and-coming talent to focus on?

Technical skills are vital, even if you are a marketer, you need to understand how whiskey is produced from a technical side. I can’t tell you how important it is to train your staff who work at the distillery and are consumer-facing, they need to be consistent in their messaging and presentation.

Image: Peggy teaching distillers at Moonshine University. Source: PNSA

With your extensive experience in brand strategy for the spirits industry, what trends are you currently seeing in whiskey branding and marketing? How do you anticipate these trends will shape the future of the industry?

New brands are moving away from the proverbial “Old dead, white guy” on the bottle in other words, “borrowed history”. Creatively, new names that show meaning, or convey an authentic story are progressing.  Also, production innovation with flavor.  We have always cared about flavor, but new expressions and finished whiskey opened a playground for our industry to dabble and create. Barrel Picks and elevated tasting experiences are exploding. The consumer is so educated on how whiskey is produced, that they are now looking for the behind-the-scenes experiences that take their bourbon journey to the next level.

Image: Peggy addressing attendees at a  Bourbon seminar. Source: PNSA

Your career includes building immersive experiences for consumers through events and hospitality. In an era where digital engagement is rising, how do you see in-person experiences evolving in the whiskey and spirits sector vs. virtual/digital storytelling?

There is no doubt that digital is crucial to marketing, but it is also part of the overall marketing mix. There is no better or more powerful way to connect with a consumer one-on-one than to speak with them at the distillery brand destination. You capture their valuable time and attention and surround them with your brand through experiential elements that create memories for the consumer.  A great deal of loyalty from that visit, as well as the purchase of your product happens in that arena. Destinations are a huge marketing tool and why so many distilleries are investing in their infrastructure. I believe that people aren’t always looking to save time, but savor time. Time well spent is key for them and connecting to the personality of the brand home and employees just can’t be replaced.

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Looking back on your remarkable career so far, from branding and marketing to educating future generations of bourbon professionals, what would you say has been your most fulfilling accomplishment until now, and what are your goals for the next phase of your journey?

Looking back at the time I entered the industry now, I have projects that I am extremely proud of and in fact related to how they have evolved. It gives me a great sense of purpose and motivation to keep creating and spreading the language we want to consumers. The Kentucky Bourbon Trail had only seven distilleries when we began. Two other women who worked for Beam and Maker’s were cocreators with me. It came out of a need to cross-market to tourists. Now, the KDA has over 60 distilleries and reaches millions of visitors. One for the record books for sure, they just celebrated the 25th anniversary of the trail. Another would undoubtedly be the Bourbon Women Association. Born from my desire to connect with women and having Manhattans with some like-minded women, we created the first-ever consumer association for women in the Bourbon industry. We are now in 16 cities, thousands of women across the nation are members and we hold the annual SIP conference with close to 500 women. We have the WOW awards (Women of Whiskey) each year and finally, the Foundation pays for scholarships to promote women in the industry. Truly the love of my career life. www.bourbonwomen.org

My contribution to the world of culinary arts and Bourbon. I was literally laughed at many years ago by a brand team that told me there was no way that food sold spirits. I proved differently, creating the first culinary/whiskey flavor wheel and pairing process along with writing books such as, Which Fork Do I Use with my Bourbon, food and whiskey seminars, etc. I can’t imagine our industry not embracing it now, and that shows today! 

The icing on the career cake was being inducted into the Bourbon HOF and Whiskey Magazine HOF. I am still not finished! More to come for PNSA. I am forever evolving because I stay alert to the evolution of our industry and it has been quite the ride.

Image: WOW Awards 2024. Source: Bourbon Women

Conclusion

Peggy Noe Stevens embodies the essence of trailblazing leadership in the bourbon and spirits industry. From shaping the Kentucky Bourbon Trail into a global phenomenon to creating spaces for women to thrive through the Bourbon Women Foundation, her career reflects a passion for innovation and inclusivity. As she continues to advocate for mentorship, authenticity, and education, Peggy's influence ensures that Bourbon’s rich heritage is carried forward with vision and purpose. As she continues to innovate and inspire, her legacy serves as a reminder that tradition and progress can coexist beautifully in a glass of bourbon.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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