Kentucky bourbon master eyes global expansion with Korean bartenders

Jefferson’s Bourbon founder Trey Zoeller was in Seoul last week for a special event in Korea, offering a unique opportunity to introduce his Kentucky-based brand to Korean consumers. It marked the finale of a six-month program involving 40 Korean bartenders who explored the brand and developed their own cocktails using its bourbon. Zoeller, who founded the brand with his father, Chet Zoeller, in 1997, came to Korea to recognize the bartenders whose cocktails for the Camp Jefferson program sold the most and best reflected his vision for the brand. In 2023, Zoeller and his late father were inducted into the Kentucky Bourbon Hall of Fame. During the event, he shared insights into the brand with the participating bartenders, explaining how his passion for outdoor adventure helped shape its identity beyond bourbon-making traditions. Zoeller said he was surprised to see his bourbon transformed into a variety of creative cocktails he had never imagined before. “I loved it. There was so much creativity that came through so many different variations of products that I never had. I tasted every