Bourbon Women - Peggy Noe Stevens finds ladies eager to get into the spirit of Kentucky’s ‘liquid gold’

By RUSS BROWN Photos provided

Born and raised in Louisville and a graduate of the University of Kentucky, Peggy Noe Stevens’ first memories of Kentucky’s liquid gold bourbon are of her mother’s highballs. She liked the smell of the ginger ale mixed with the sweetness of the bourbon. At one point before she reached legal drinking age she had her first sip, and she has been involved with bourbon from that point on in numerous roles, perhaps most notably as the founder of the Bourbon Women Association. 

“I mean it was just part of my life growing up in Kentucky,” Stevens says. “I can’t say there was ever a time that I wasn’t interested or wasn’t around it. It became a lifestyle and culture for me.” 

Carrie Coe, a leader in Bourbon Women, a member of the organization’s board of directors and the Kentucky/Southern Indiana Bourbon Women Ambassador, had a similar childhood introduction to “America’s spirit.” Call it home schooling. 

“I developed an interest in bourbon at home,” said Coe, a Floyds Knobs, Ind. resident. “My parents are bourbon drinkers, and I can remember as a child begging my dad for the cherry from his Manhattan. I also remember Christmases at my grandpas where my aunts and uncles drank highballs to celebrate the holiday. I have definitely followed in their footsteps.” 

Coe learned about Bourbon Women from her mother, Noelle Gohmann, who she said had been “raving” about it for years. But I was busy with my children. When I finally joined eight years ago, I kicked myself for not making time sooner.” 

Bourbon has always been my beverage of choice,” she added. “And I was keen to learn more about its origins, history, how it’s made, and about women in the industry. What attracted me to Bourbon Women was getting to do all of those things at once while sipping with like-minded women. 

So, what is Bourbon Women? Its mission statement says the organization “creates an empowering spirits environment by masterfully blending knowledge, community, fellowship and fun.” 

Stevens, Founder and Chair Emeritus, created it in 2011 following her long career in the spirits industry, including global marketing for Brown-Forman Corporation. 

However, that’s just part of her impressive resume’. Here’s the short version: She is a member of the Bourbon Hall of Fame and the Whiskey Magazine Hall of Fame, the only female in the world to be inducted to both. She has been a trail blazer for women, becoming the first female Master Bourbon Taster. She was one of the originators for the conception and strategic development of the Kentucky Bourbon Trail, the author of three books and the recipient of numerous awards and honors. 

“I worked in spirits marketing for a very long time and noticed we weren’t marketing to women,” Stevens said. “I decided I had an opportunity to start a conversation with women who I knew loved bourbon.” 

After starting her current business, “Peggy Noe Stevens & Associates” 17 years ago she began gauging interest in an organization for women whiskey fans with a focus group throughout Kentucky, asking such questions as what would be attractive to them, what kind of lifestyle, education, events? 

She compiled the information she gleaned and sought advice from Bill Samuels Jr., former president and now Chairman Emeritus of Makers Mark, who she said encouraged her, saying “You’ve got to do it. It’s about time we started a conversation with women.” 

Thus Bourbon Women was born in 2011 and was an instant success. The first event at the Governor’s Mansion drew 75 women and Stevens was ecstatic. “I thought, ‘Wow, what a hit, this is going to be so much fun,’” she recalled. 

Soon, she began hearing from people in other states wondering how they could start a chapter. There are now 16 branches with thousands of members across the U.S., including hundreds of members in this region. (Stevens said she doesn’t release specific numbers because they are constantly changing).

“The distilleries and spirit companies have been so supportive, and they see the results,” Stevens said. “They see the women in action, buying their products and touring. It’s just been a win-win, and that’s what I’m most proud of. I had no idea there was, no pun intended, so much thirst for being spoken to as a consumer among women outside of Kentucky. There is. 

“And that’s what I wanted to make entirely clear -- this is a consumer organization. Do we have industry people come to our events? Absolutely. But being a consumer organization is our focus.” 

Bourbon Women is coming off another highly-successful 4-day “SIPosium” last month at the Kentucky International Center that attracted nearly 500 women from 30 states. Stevens called the 10th annual event “spectacular.” 

It is billed as the only consumer-based, female-focused whiskey conference in the country and is described on its BourbonWomen.org Website as “Part girls’ weekend, and part family reunion,” along with being “the best weekend any whiskey-loving woman could ask for.” The SIPosium featured specialty VIP tours, dinners hosted by bourbon experts, excursions to distilleries, workshops and unique experiences. 

Keynote speakers were Dana Huber of Starlight (Ind.) Distillery, who spoke on the community of bourbon, and Dana Vousch, who discussed her ties with whiskey as a senior architect who builds distilleries and warehouses. 

Stevens sees Bourbon Women continuing to grow and add chapters nationwide. 

“We absolutely see the growth continuing because it shows with our organization numbers,” she said. “We will keep expanding. Global reach is right there for us and that is a long-term plan. We also want to expand into different spirits categories, because women want knowledge in everything, and I think that will be a nice educational opportunity. I see us doing more and more sort of mini-trips too.” 

September is Bourbon Heritage Month, and Spencer spoke at the Kentucky Bourbon Festival in Bardstown, where her topic was “Noes’ Nose Knows: Pro Tips for Nosing and Tasting Spirits.” She will appear at “Bourbon on the Banks” on Oct. 3 in Frankfort, conducting a sensory journey with food pairings created by Limewater Bistro, with three single barrel offerings.