Angel's Envy Announces $8.2 Million Dollar Distillery Expansion Completion and A Virtual Distillery for Some Reason

Bacardi owned Angel's Envy has completed their $8.2 million dollar distillery expansion. I originally wrote about this last July when it was announced. This new expansion adds 13,000 sq feet to the facility and will allow them to accommodate an additional 64,000 visitors per year. Additionally, Angel's Envy has created a Meta Distillery virtual pop-up.

Angel's Envy General Manager, Gigi DaDan says of the expansion:

Angel's Envy has seen significant growth over the past several years, and that will only be amplified with our Brand Home expansion as we can now better meet the incredible demand from visitors who want to tour our facilities and experience our distillery. We're proud to be part of such a strong community in Louisville and will continue to invest in our hometown

This expansion is expected to create 20 additional jobs and includes a larger retail area, five additional tasting rooms, additional bar space, and a 'bottle your own' experience. You can book your tour at this site.

Also, as part of the grand opening, Angel's Envy has created a home in the metaverse in something called Decentraland. This experience is 21+ and features gamified experiences such as a mash bill challenge, cask personalization, an ingredient quest to create cocktails, and an opportunity to plant virtual white oak trees around the distillery. Users will also be able to earn virtual badges, a POAP token and free customized NFT wearables. More information on the experience may be found at this site. 

My Take

It's good to see this project come to fruition and looks like an amazing space. If you're planning on a trip to Louisville, this expansion definitely moves Angel's Envy up the list of places to visit. 

As for the virtual stuff in the metaverse... maybe I'm too old to understand that part. I think it would be cool to do a virtual tour through the distillery. While that wouldn't the be the same as physically experience, I can see the value in that. The gamification, NFT's, virtual badges, and whatever a POAP token is are the parts I don't get.

That's probably me being an old man who yells at cloud. Anything that gets people involved and makes bourbon more approachable is a good thing. 

What do you think? Drop a note in the box below. 

Source: Angel's Envy