Jim Beam set to open replica Stillhouse in LondonBy Amy Hopkins
Jim Beam will be opening a replica of its Kentucky Stillhouse in London where tourists can immerse themselves in the traditional Bourbon-making experience.
On 21 and 22 November, Bourbon fans will have to chance to explore the pop-up Stillhouse – opened by Beam’s distributors Maxxium UK – at the Old Truman Brewery on Brick Lane.
Upon arrival, visitors will be guided to the Heritage Room, styled to emulate the Kentucky landscape, to listen to seventh generation Beam family distiller Fred Noe tell the story of the brand’s rise to prominence.
They can then explore the Distillation and Ageing Room where the process used to make Jim Beam Devil’s Cut will be brought to life in a theatrical performance and a series of tastings. This then leads to the Mixology Room will allow revelers to sample Jim Beam Honey and Red Stag cocktails.
The tour concludes with guests signing an authentic American oak barrel which will then be filled and aged at the original Kentucky stillhouse.
Eileen Livingston, Maxxium UK’s marketing controller for imported whiskey, said: “This is a once in a lifetime opportunity for Bourbon fans, new consumers and bartenders to journey to the very heart of Jim Beam right here in the UK.
“The replica of our Kentucky Stillhouse is a global first and will allow visitors to experience it like never before, explore the breadth of the Jim Beam portfolio and discover what it takes to make the world’s favourite Bourbon.”
Livingston added that the company hoped the opening would “build loyalty among new and existing drinkers and encourage trial across the portfolio, delivering incremental sales opportunities for customers”.
To coincide with the creation of the replica, Maxxium has launched a nationwide bartender competition in the UK called Noe Your Bourbon.
The winner will be awarded an all-expenses-paid trip to Kentucky in 2014 and a spot at a Thanksgiving lunch with Fred Noe at the Stillhouse on 21 November.