Beam brings the Kentucky Stillhouse experience to European travel retail

Jim Beam has launched activations inspired by its iconic American Stillhouse at two European travel retail outlets.

Gatwick and Frankfurt airport’s Jim Beam American Stillhouse activations will run until the end of December

As part of the brand’s House that Beam Built campaign, travellers at Frankfurt and Gatwick airports will have the opportunity to explore the Bourbon’s production.

A replica of the visitors centre at the original Jim Beam American Stillhouse in Clermont, Kentucky, has been created in Frankfurt airport, while a Stillhouse-themed tasting bar has been set up in Gatwick.

The activations, both of which feature displays explaining the distillation process of Jim Beam Bourbon, also celebrate the first anniversary of the opening of the US$30 million visitor centre at the original Kentucky Stillhouse.

“The Jim Beam American Stillhouse immerses travellers in the brand and allows them to soak up the unique atmosphere of the distillery here in the heart of Europe, bringing them closer to the world’s number one Bourbon,” said Glen Williams, managing director of distributors Maxxium Travel Retail.

“The installation celebrates a milestone in the development of the distillery, and by sharing our story and showcasing our portfolio in travel retail in one of the brand’s largest markets, we are creating an exciting experience that will build loyalty amongst new and existing Bourbon enthusiasts.”

The activations will run until the end of December, in an attempt to entice Christmas shoppers.

It was announced earlier this year that a permanent replica of the Jim Beam American Stillhouse would be opening in London this month.