Deep Eddy Vodka upgrades visitor centre

Heaven Hill Brands has invested almost US$1 million to expand the Deep Eddy Vodka visitor centre and tasting room in Texas.

The upgraded Deep Eddy Vodka visitor centre and tasting room celebrates the brand’s Austin roots

The 30,000-square-foot expansion of the Dripping Springs site is the “largest enhancement” to the visitor centre since it opened in 2014. The site welcomes more than 75,000 visitors annually.

The “bolder, bigger, better experience” celebrates the brand’s Austin roots and Americana vibe.

The new space includes a 38-foot bar, an innovation bar centred around the original Deep Eddy column still, a new bottling line, a performance stage, a new merchandising area and seating for 200 people. The site also includes a designated space for product and flavour innovation.

“As an Austin born-and-bred vodka, Deep Eddy is committed to inviting visitors into an interactive space that reflects the authenticity of the brand,” said Deep Eddy Vodka president John Scarborough.

“Deep Eddy is excited to take its brand identity to the next level with an innovative new space offering guests a chance to experience its products in an immersive and unique way.”

In December 2016, Deep Eddy Vodka confirmed plans to open a second distillery in Buda, Texas, allowing the brand to expand capacity to five million cases a year. The investment allowed more room for inventory and innovation as the brand surpassed one million cases in just six years.

Deep Eddy has invested US$6m in its facility at Dripping Springs and US$10m on increasing production at the Buda site.

The Texas-based brand was acquired by Heaven Hill Brands – the largest family-owned and operated spirits business in the US – for an undisclosed sum in 2015.