By Blake Jackson
The University of Kentucky's James B. Beam Institute for Kentucky Spirits (JBBI) is offering a unique new course that dives deep into the business of bourbon.
While existing programs focus on the production process, "Commercialization of Distilled Spirits" by honorary professor Herb Heneman equips students with the essential skills to bring their bourbon dreams to market.
Heneman brings a wealth of experience to the classroom, having spent 30 years in the beverage industry with companies like Red Bull, MillerCoors, Sazerac, and Bardstown Bourbon Company, where he served as Chief Commercial Officer.
Heneman understands the allure of craft distilling but emphasizes the crucial "behind-the-scenes" work that transforms passion into profit.
“A lot of people get into craft brewing, craft distilling or winemaking because it’s a very glamorous business,” Heneman said. “But the reality is that behind the scenes, a lot of hard work has to be done to monetize your craft.”
AFE 300 is a two-semester program. The first semester tackles key topics like navigating regulations, financial management, and creating a strong brand identity. Students will work in teams to develop concepts for their own bourbon brand, culminating in presentations.
The second semester puts theory into practice as Heneman helps them translate their ideas into tangible products.
“I want to impart these behind-the-scenes skills to the students in this class because it will position them to be so much more successful than they would be without it,” Heneman said.
To enhance the learning experience, Heneman generously donated bourbon from his personal stock at Bardstown Bourbon Company to the on-campus Independent Stave Company Boswell Family Warehouse.
This $40,000 contribution allows students to work with real product as they navigate the complexities of product launch. When asked about his motivation, Heneman cites the unique energy at UK.
“A journey of a thousand miles begins with one step, and the step that honorary professor Heneman took is going to change lives and broaden the reach of the James B Beam Institute for years to come, said Seth DeBolt, director of JBBI. “A lot of us talk about doing something, not Herb. He jumped in and made this happen. I am humbled and thankful, as I know the students are, to be part of such a great class.”
For more information about the Distilling, Wine and Brewing Certificate offered by the Beam Institute, visit https://beaminstitute.ca.uky.edu/.
Photo Credit: university-of-kentucky
Categories: Kentucky, Education