The James B. Beam Distilling Co., home of the world-famous bourbon Jim Beam, has announced several new visitor experiences and an expanded events calendar this year.
New offerings include brand-specific consumer experiences for Knob Creek and Jim Beam. For the first time ever, consumers will have access to the state-of-the-art Fred B. Noe Distillery with a limited series of "Behind The Beam" events where guests can enjoy a personalised tour and tasting led by one of our Master Distillers, Fred or Freddie Noe.
These newly designed experiences have been thoughtfully curated to make guests feel part of the First Family of Bourbon and immerse them into their 229 years of whiskey-making expertise. In 2022, The James B. Beam Distilling Co. underwent a multi-million-dollar campus renovation, including a revamp of the American Outpost, opening of The Fred B. Noe Distillery, and adding The Kitchen Table restaurant, further establishing the distillery as a must-visit tourism destination. Since then, daily visits have increased by 60 percent, and last year alone, The James B. Beam Distilling Co. welcomed over 126,000 visitors. This is part of a larger post-pandemic tourism trend and travel boom, and according to the Kentucky Distillers' Association, the Kentucky Bourbon Trail surpassed a record-breaking two million visitors in 2022.
For the first time in 229 years, father and son Master Distillers are working alongside one another to continue inventing and reinventing the American Whiskey category. Fred Noe, the seventh Generation Master Distiller, oversees some of the most well-known whiskeys in the world, including Jim Beam, Basil Hayden and Knob Creek, while his son Freddie, eighth Generation Master Distiller, is at the helm of innovation in American Whiskey and oversees The Fred B. Noe Distillery which opened its doors in 2021 for small batch production of Booker's, Baker's, Little Book, Legent, and more.
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