About this tag

Rabbit Hole eventually made its name pretty literal with this six-panel Alice in Wonderland mural by Louisville artist Jeremy Booth, painted in 2020. The funny part is that Alice wasn’t actually the source of the distillery’s name. Founder Kaveh Zamanian was a psychologist thinking about leaving his career to make bourbon when his wife kept telling him he was taking the family “down the rabbit hole.” The phrase stuck, and the Wonderland imagery came later.