Talk about how that has been something that's been so good to promote and how much that has grown.

Well, it's amazing.

I've been doing this a long time, and I can remember the first time really not that long ago, probably back in 2013 or 2014, when we felt like it was okay to promote the bourbon.

It had kind of changed from a sin industry to a signature industry.

Legislature and administrations over the years have made some great strides in allowing more sales, for instance, of unique bottles and things like that, plus the investments by the distilleries themselves in the visitor experience.

So what it became for us is really a talking point.

Our biggest challenge in tourism in Kentucky is we're unknown.

And all these spinoff things that people don't think about are directly related to the popularity of bourbon or horses.