Friday, December 04, 2020


Beam Suntory, has announced that its upgraded James B. Beam Distilling Co. visitor experience, will open as part of the Kentucky Bourbon Trail in Summer 2021.

The new elevated consumer experience, is said to embody the Beam family ethos, honour and celebrate its 225 year legacy in bourbon, and showcase its ambition for the future of American whisky with a craft distillery and cutting-edge partnerships.

The upgraded James B. Beam Distilling Co. visitor experience

Visitors are told to expect a truly immersive experience, featuring the full Beam distilling family of brands, from Jim Beam - the world’s number one selling bourbon, to its small-batch brands including Booker’s, Baker’s, Basil Hayden’s and Knob Creek.

Beam Suntory, has also announced the closure the Jim Beam Urban Stillhouse in Louisville, but are planning to open a bigger and better consumer experience in the future. 

Commenting on the news, Freddie Noe, 8th Generation Beam Distiller, said: “We are so proud of our history and are thrilled to honour it through this new experience to best tell the stories of our family and the craft that we have such immense passion for. 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.”

The new visitor experience, will also include an immersive consumer tour, retail centre and a 5,000 square ft. restaurant and gathering space, serving cocktails and food from local farmers and producers.

Posted by Steve Rush