Beam Announces Upgraded Visitor Experience at Clermont Distillery


November 30, 2020

The Jim Beam distillery in Clermont, Ky., is about to get a new look.

James B. Beam Distilling Co. announced it plans to unveil an “elevated consumer experience” in summer 2021, including a new retail and visitor center, dining experience, tour experiences and a small batch distillery named for legendary distiller Fred Noe.

The news release promises “a truly immersive experience” that will highlight the Beam brands from Jim Beam to Booker’s, Baker’s, Basil Hayden’s and Knob Creek, as well as the distilling process and the distillery’s 225-year history.

Beam also announced it will update its visitor experience in Louisville. When the new visitor experience opens in Clermont, per the announcement, the Jim Beam® Urban Stillhouse in Louisville will close. Beam Suntory will then look toward opening a larger consumer facility to a new location in Louisville. 

New visitor experience features will include:

The American Outpost – Replacing the American Stillhouse, this visitor and retail center will honor the James B. Beam Distilling Co.’s past. 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, The Kitchen Table will champion local farmers and producers. Visitors can take in the views and unwind with food and cocktails in an upscale 5,000-square-foot restaurant and gathering space.

“Beam Made Bourbon” – This immersive consumer tour is a visual educational experience showcasing how to make bourbon the “Beam Way,” with a stop in the Distillate Room, highlighting each brand’s 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 distiller Freddie Noe, 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.