New Heaven Hill bar opens at KFC Yum! Center - WDRB 41 Louisville News

New Heaven Hill bar opens at KFC Yum! Center

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LOUISVILLE, Ky. (WDRB) -- In a city known for both its bourbon and its basketball, it's only appropriate that the home of the University of Louisville basketball team would be stocked with the Kentucky spirit.

Although the KFC Yum! Center serves a variety of beer and cocktails at its concession stands, the most advertised alcoholic beverages are those made in Kentucky. This week, Heaven Hill Distilleries snagged another advertising opportunity with the opening of a new bar.

"The whole arena is going to be walking by here, so it will be a place to see and be seen," said Allan Latts, Heaven Hill Chief Operating Officer.

The Heaven Hill bar opens this week on the main concourse of the arena, just beyond the top of the escalators at the main entrance. Along with the Evan Williams Bourbon Bar and Burnett's V Lounge on the lower level, this makes the distillery's third bar in the arena.

Latts said the bar was more about marketing than it was about generating a lot of money, as he said the prime location and large images of Heaven Hill spirits will introduce more people to the brand.

"This was an opportunity to introduce to the Louisville public all the great brands we make and sell," he said.

Interactive marketing is happening all over the Yum! Center these days, as we're seeing more hands-on advertising. In addition to bars, the Norton Common Porch, and plans for interactive displays along some corridors, the arena is changing the way it thinks about advertising.

"The days of companies wanting signs for X amount of dollars are gone," said KFC Yum! Center General Manager Dennis Petrullo. "We're trying to create an atmosphere here where people can have a learning experience, an interaction with that company and that's where the future of this business is."

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