Jim Beam intros cocktail experience

Jim Beam has upped its Bourbon tastings with the launch of a Tableside Cocktail Experience at its Kentucky Urban Stillhouse visitor centre.

Jim Beam’s Urban Stillhouse will provide guests with a new Bourbon tasting experience

Jim Beam’s downtown Urban Stillhouse marks an “evolution”, according to the brand, featuring “classic and contemporary drinks created by a cocktail concierge”. It becomes one of the first Kentucky bourbon distilleries to offer cocktails to visitors and is expected to boost traffic and enhance guests visits while promoting responsible consumption.

The experience will involve a combination of selected Jim Beam Bourbons with non-alcoholic mixers, garnishes and glasses chosen to craft a personalised drink. The featured cocktails will rotate monthly, allowing for a variety of options, both modern and traditional, and showcasing the whole family of brands.

Kim Bennett, senior director of Kentucky Beam Bourbon Experiences, Beam Suntory, acknowledged the growth of the micro-distillery and retail space: “It’s now also where more than 220 years of Jim Beam history comes to life in refreshing cocktails, giving long-time fans and curious newcomers a unique tasting experience.”

Bennett added: “In addition to enjoying a cocktail in a special location, we’re educating our guests about how to enjoy our brands at home. Our cocktail team will teach you how to impress friends and family with newly attained skills and knowledge.”

The Jim Bean Urban Stillhouse is located at 408 S. Fourth St., Louisville, Ky. and is open Monday through Saturday 1.00pm to 9.00pm. It was opened in 2015 to give the brand a “highly visible presence”.