The American whiskey business has been dealing with some serious challenges lately, but one small Kentucky operation is proving there's still room to grow if you stick to your roots and give people something real to connect with.
Jeptha Creed Distillery, located on 64 acres of farmland in Shelbyville, Kentucky, just posted some numbers that stand out in an industry where many producers are feeling the pinch. The distillery saw 28% more visitors walk through its doors in 2025 compared to the year before—a significant jump at a time when the broader spirits market is facing what industry insiders politely call "headwinds."
What's driving people to make the trip? It appears to be a growing appetite for authenticity and a desire to understand exactly where bourbon comes from and how it's made. The distillery has built its reputation on what they call an "our farm to your glass" approach, which is exactly what it sounds like: they grow their own corn right there on the property, then use it to make their bourbon.
Joyce Nethery, who serves as both Master Distiller and CEO, runs the operation alongside her daughter Autumn. It's a family affair, and more specifically, a women-owned business in an industry that's historically been dominated by men. But they're not making a big fuss about it—they're just making bourbon the way they think it should be made.
"As consumers become more intentional about what they drink, distillery tourism has become one of the most important ways we can tell our story," Nethery explained. "People want transparency, connection, and a deeper understanding of the craft, and we're proud to offer that."
That transparency got a boost in March 2025 when Jeptha Creed joined something called the Estate Whiskey Alliance, a program launched by the University of Kentucky. The alliance introduced the first-of-its-kind Estate Distilling Certification, which recognizes whiskies made with at least two-thirds of their grain coming from land the distillery owns or controls directly.
For Jeptha Creed, this certification wasn't about changing how they operate—they've been doing things this way since they opened in 2016. What it did provide was official recognition that helps them stand out in Kentucky's crowded bourbon landscape, where dozens of distilleries compete for attention from both locals and tourists.
"After a decade of commitment to this vision, it's a dream come true to be part of this alliance," Nethery said. "The Estate Whiskey Alliance brings credibility among a competitive Kentucky Bourbon landscape and gives consumers confidence in knowing exactly where our whiskey is grown and produced."
The operation centers around a specific variety of corn called Bloody Butcher, an heirloom varietal that's grown right there on the distillery's farmland. When visitors show up for tours, they're not just getting a quick walk through a warehouse and a couple of samples. The distillery invites people to dig into the details—how different corn varieties affect flavor, what happens during fermentation, how the distillation process works, and why the aging process in barrels matters so much to the final product.
It's an educational approach that seems to be resonating. In an era where people want to know the story behind what they're consuming—whether that's food, beer, or spirits—Jeptha Creed is betting that showing people the whole process from start to finish will build loyalty and appreciation for the product.
The quality of what's ending up in the bottle has been getting noticed beyond just the tourists. In 2025, the distillery picked up recognition from several leading spirits publications and competitions. Their 6-Year Wheated Bourbon, which first hit the market in April 2024, earned gold medals at both the San Francisco and New York Spirits Competitions—two of the most respected judging events in the industry.
Wheated bourbon is a style that uses wheat as the secondary grain in the mash bill instead of the more common rye. The result is typically a softer, sweeter bourbon that appeals to a wide range of palates. Getting recognition for a relatively new release in major competitions suggests that Jeptha Creed's approach to production is yielding results that can compete with much larger, more established brands.
Beyond the awards and certifications, the distillery has made community engagement a priority. Throughout 2025, they hosted events including the annual Jammin' at Jeptha and Fall Harvest Festival, bringing in visitors from across the region and beyond. These aren't just marketing exercises—they're opportunities for the distillery to strengthen connections with customers and become a genuine part of the local community fabric.
The distillery's founding motto is "Ne Oublie," which is Scottish Gaelic for "never forget where you came from." It's a principle that seems to guide both their production methods and their business philosophy. In a spirits industry that's increasingly dominated by large corporations buying up heritage brands and outsourcing production, Jeptha Creed represents a different model—one where the people making the bourbon also grew the grain, own the land, and personally welcome visitors to see how it all works.
This hands-on approach stands in contrast to many bourbon brands that source their whiskey from contract distillers or bulk producers, then focus their efforts on marketing and distribution. There's nothing inherently wrong with that business model, but it creates an opening for smaller operations that can offer something different: traceability, authenticity, and a direct connection to the people and place behind the product.
The timing of Jeptha Creed's growth is particularly notable given the broader challenges facing the spirits industry. After years of explosive growth, particularly in bourbon and American whiskey categories, the market has cooled somewhat. Consumer spending patterns have shifted, competition has intensified, and many producers are sitting on significant inventory that was laid down during the boom years.
But while some distilleries are pulling back, Jeptha Creed is moving forward. The 28% increase in distillery tourism suggests that when you give people a reason to visit—not just to buy a bottle, but to understand and appreciate the craft—they'll make the effort.
Looking ahead to 2026, the distillery will mark its 10-year anniversary. A full calendar of events and experiences is being planned to celebrate the milestone, details of which are being announced on the distillery's website. For a craft operation that started less than a decade ago, reaching the 10-year mark is significant. Many small distilleries don't make it that far, particularly in a state like Kentucky where the bourbon industry is both celebrated and intensely competitive.
The fact that Jeptha Creed is not just surviving but growing suggests they've found a formula that works. It's built on quality production, genuine hospitality, educational experiences, and a commitment to doing things the right way rather than the easy way. They're not trying to be the biggest bourbon producer in Kentucky—they're focused on being the kind of distillery that people seek out because they want to experience something real.
For bourbon drinkers who appreciate knowing exactly where their whiskey comes from and how it's made, operations like Jeptha Creed offer something that larger producers simply can't match. When you can walk the fields where the corn is growing, meet the people who distilled the bourbon in your glass, and understand the entire process from grain to bottle, it changes the way you think about what you're drinking.
As the distillery prepares for its 10-year anniversary celebrations, the momentum appears to be building rather than slowing down. In an industry facing uncertainty, that's worth raising a glass to.
