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Jim Beam targets tourism with second KY Stillhouse

Jim Beam is to build a “visitors’ experience” in the heart of Louisville, Kentucky to take advantage of growing Bourbon tourism.

The Jim Beam Stillhouse in Clermont, Kentucky

The Jim Beam Urban Stillhouse will be the brand’s second permanent visitors’ centre in the state, complementing the existing site in Clermont.

As tourism to Louisville and its Bourbon distilleries increases, Jim Beam intends to “establish a highly visible presence” for the brand in the town with the opening of the centre on 4th Street.

Greg Fischer, Louisville Mayor, said: “This project is another example of the growth of Bourbonism in Louisville. Our city’s Bourbon experiences are attracting a new type of tourist and that leads directly to economic growth and job creation. The Urban Stillhouse also expands the Bourbon experience down Fourth Street, creating a density of spirits tourism locations downtown.”

The new Jim Beam Urban Stillhouse, located beneath Beam Suntory’s Louisville offices, will feature a small working distillery, bottling line, tasting room and shop.

Kevin Smith, vice president, Kentucky Beam Boubon Affairs, added that the centre will “serve as a trailhead for the increasing number of visitors to Kentucky’s Bourbon distilleries”.

The new centre is due to open in 2015, and will be open weekdays, weekends and evenings.

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