The Thurby lineup received a little help from another Louisville institution: Brown-Forman, whose Woodford Reserve serves as the presenting sponsor of the Kentucky Derby, the name sponsor of Churchill Downs’ year-old Paddock Club, and the official Bourbon of Churchill Downs and the Kentucky Derby. Brown-Forman’s Old Forester—which actually promotes Thurby—not only serves as the official Mint Julep of the Derby, but it also has its distillery in Louisville proper and offers tours and tastings to visitors.
“We’re very strong partners, of course, with Brown-Forman, and we both share a very strong heritage that’s based here in Louisville, Kentucky, yet also expands on a global scale,” Ramage said. “So it’s fun for us when we get to kick off Derby week with all the Louisvillians and regional visitors who come in, and we get to work on a special ‘20s-inspired cocktail with Old Forester that’s served in one of our hidden speakeasies, which I can’t tell you where it is.”
No other home
Despite a proliferation of big-hat-wearing, julep-drinking Derby parties across the U.S., Churchill Downs and surrounding commercial partners have increasingly invested in making Louisville the star of Derby week.
After attending the Derby last year with Call Her Daddy’s Alex Cooper, Hot Mess host Alix Earle is returning this year at Churchill Downs’ invitation with partner and Houston Texans wide receiver Braxton Berrios to attend Derby events and judge the Best Turned Out award for the race’s most well-groomed horse. Churchill Downs is also partnering with Carolina Panthers wide receiver Xavier Legette for on-the-street social media videos around Louisville during the Derby.
While Derby sponsors, including Longines, Vineyard Vines, Lululemon, Aviator Nation, and Barstool Sports, invest in the event’s look and attempt to imbue Louisville with their sense of style, other brands focus on giving Derbygoers reason to go out on the town.
FanDuel has Shaboozey getting everyone a little tipsy at its Friday party in the Paristown Arts and Entertainment District, while Diplo provides the soundtrack that night at Sports Illustrated’s Revel at the Races at Ice House. With events attracting celebrity chefs like Guy Fieri and galas with Tracy Morgan, Aaron Rodgers, and Simone Biles on the guest list, Derby week gives Louisville the impact of a Super Bowl or Sundance without having to call in too many favors too far from home.