Jim Beam opens new Kentucky visitors’ centre

Jim Beam has capitalised on whiskey tourism opportunities in Kentucky by opening up a new visitors’ centre in downtown Louisville.

The Jim Beam Urban Stillhouse is the brand’s first permanent visitors’ centre built outside of its flagship distillery in Clermont.

Based in the heart of Louisville’s Fourth Street entertainment district, the visitors’ centre aims to establishe a “highly visible presence” for the brand.

“We’ve taken the brand’s rich heritage and put an urban spin on it, offering guests an interactive Bourbon experience coupled with a retail location, right here in downtown Louisville,” said Kevin Smith, vice president of Kentucky Bourbon Affairs at Jim Beam.

“The Jim Beam Urban Stillhouse is another place Jim Beam fans can call home as an extension of our Jim Beam American Stillhouse experience in Clermont, Ky.”

Kentucky Governor Steve Beshear and Louisville Mayor Greg Fischer joined 7th generation Jim Beam master distiller Fred Noe to officially open the new site yesterday (2 October).

“Bourbon is one of Kentucky’s most historic and treasured industries – a thriving US$3 billion economic engine that generates more than 15,400 jobs with an annual payroll topping US$700 million, and US$166 million in tax revenue every year,” said Beshear.

“With the opening of the Jim Beam Urban Stillhouse in downtown Louisville, the company is once again raising the profile of our Bourbon industry and giving visitors another great reason to come to Louisville.”

Jim Beam Urban Stillhouse also operates as a small working distillery using a small copper pot still, along with interactive displays, a tasting bar and retail store.

The company has launched the “extra-aged” special edition Jim Beam Urban Stillhouse Select whiskey for exclusive sale at the new site.

Distillery tourism is growing rapidly in Kentucky, with a record-breaking 725,000 visitors attending the state’s Bourbon Trails last year.