Jim Beam, more properly known as James B Beam Distilling Co, is upgrading its visitor experience. The Clermont, Kentucky-based brand expects to unveil the “elevated consumer experience” on the Kentucky Bourbon Trail in late summer 2021.
Moving forward, the James B Beam Distilling Co. will pair its historic commitment to genuine bourbon with “an eye on the future to allow consumers to enjoy all its brands.” The upgraded center will offer “expanded educational, historical, and culinary delights, giving loyal fans more reasons to visit more often.”
“We are so proud of our history and are thrilled to honor it through this new experience to best tell the stories of our family and the craft that we have such immense passion for,” said Freddie Noe, 8th generation Beam Distiller. “We are excited about the future and the impact we can have on the industry, and I can’t wait to give visitors an inside look at how we do things the Beam way, and to also have a hand in educating the next generation, too.”
Visitors can expect am immersive experience, featuring the full Beam Distilling family of brands, from Jim Beam to small-batch icons such as Booker’s, Baker’s, Basil Hayden’s, and Knob Creek, and recent innovations including Little Book and Legent. Those who visit will also be offered “one-of-a-kind opportunities to better understand the “Beam Way” of making Bourbon and get a glimpse at the industry’s future.”
“For 225 years, we have been the author of our own destiny and have charted a new course for bourbon, as industry pioneers of quality, craftsmanship, and innovation,” said Albert Baladi, President & CEO, Beam Suntory. “We will be excited to re-open our doors in a post-pandemic environment. Our new visitor experience, including the craft distillery, will set us up for success in the next 225 years as we continue to be the definitive voice in bourbon, both in Kentucky and globally.”
New visitor experience features will include:
The American Outpost – Replacing the American Stillhouse, this unique visitor and retail center will honor the James B Beam Distilling Co.’s past. The original American Outpost was the first retail visitor experience in 1981, selling Jim Beam® merchandise. The American Outpost will also feature new tasting rooms, offering a more complete experience for the family of brands.
The Kitchen Table – Inspired by the Noe family kitchen table, where generations have enjoyed bourbon and shared meals, The Kitchen Table will champion local farmers and producers. Visitors can take in the stunning views and unwind with world-class food and cocktails in this 5,000 square ft. restaurant and gathering space.
“Beam Made Bourbon,” – This immersive consumer tour is a visual educational experience showcasing how to make bourbon the “Beam Way,” and a stop in the Distillate Room, highlighting each brand’s unique distillation levers that help shape its character.
Fred B. Noe Craft Distillery – The new home for small-batch and next-generation whiskies will also serve as a functional production facility to explore new fermentation and distillation techniques. Named after Seventh Generation Master Distiller Fred Noe, the craft distillery will offer distillation process sessions with Freddie Noe, 8th Generation Beam Distiller, hands-on activities in the blending lab, a tasting bar and a state-of-the-art classroom for the James B. Beam Institute for Kentucky Spirits.
Jim Beam also plans to reimagine its consumer experience in Louisville. While the James B Beam Distilling Co focuses on completion of its visitor experience in Clermont, the Jim Beam Urban Stillhouse in Louisville will close. Beam Suntory.
In October, Jim Beam unveiled its newest Whiskey, Lineage. The new offering from the iconic Kentucky distillery is the first collaboration between seventh generation master distiller Fred Noe and his son, Freddie, who will soon take the reins at Beam Family.