Upgraded James B. Beam Distilling Co. Visitor Experience To Open Summer 2021

November 30, 2020

Reimagined consumer experience to feature the Fred B. Noe Craft Distillery, The Kitchen Table restaurant, American Outpost, Beam Made Bourbon visual educational experience, and more

CLERMONT, KY, November 30, 2020 – The James B. Beam Distilling Co., the producer of the world’s #1 bourbon and leader in premium bourbon innovation, expects to unveil an 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. This new experience will embody the Beam family ethos, honor and celebrate its 225-year legacy in bourbon, and showcase an ambition for the future of American whisky with a craft distillery and cutting-edge partnerships.

“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 a truly immersive experience, featuring the full Beam Distilling family of brands, from Jim Beam®  the world’s #1 selling bourbon, Bourbon to small-batch icons such as Booker’s®, Baker’s®, Basil Hayden’s® and Knob Creek®, and recent innovations including Little Book® and Legent™. They 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.

The James B. Beam Distilling Co.  has long been a leader on the Bourbon Trail®, and the new experience will offer expanded educational, historical, and culinary delights, giving loyal fans more reasons to visit more often.

“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.

The company also plans to reimagine its consumer experience in Louisville.  While the James B. Beam Distilling Co. focuses on completion of this important work in Clermont, the Jim Beam® Urban Stillhouse in Louisville will close. Beam Suntory looks forward to bringing a bigger and better consumer experience to a new location in Louisville in the future.  The company’s commitment to Kentucky remains strong as it focuses on a fully immersive experience for the full Beam family of brands.



The James B. Beam Distilling Co. is the producer of nearly half of the world’s bourbon, including the #1-selling Jim Beam®.

Crafted by eight generations of Beam family distillers dating back to 1795, its portfolio features the Jim Beam family of brands, as well as the original Small Batch Bourbon Collection – Knob Creek®, Basil Hayden’s®, Booker’s®, and Baker’s® – and our Next Generation of brands, including Little Book® and Legent™. For 225 years, the Beam family has been committed to leadership and quality, making Bourbon their way, with family at the forefront, staying true to its roots.

The James B. Beam Distilling Co. was re-established in Clermont, Kentucky in July 2019 as part of Beam Suntory’s $60 million investment in the state and remains on the same distillery site that has produced the family’s bourbons since Prohibition. The James B. Beam Distilling Co. recently announced its development of the upcoming Fred B. Noe Craft Distillery – the production home of Little Book®, Booker’s® and Baker’s®, and a place for Freddie and Fred Noe to craft our whiskies of the future – along with an upgraded and reimagined visitor experience in Clermont and the creation of the James B. Beam Institute of Kentucky Spirits at the University of Kentucky, which will educate the Bourbon industry’s next generation.

For more information on James B. Beam Distilling Co., its brands, and its commitments, please visit www.beamsuntory.com.




As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands, Suntory whisky Kakubin and Courvoisier cognac, as well as world renowned premium brands including Knob Creek, Basil Hayden’s and Legent bourbon; Yamazaki, Hakushu, Hibiki and Toki Japanese whisky; Teacher’s, Laphroaig and Bowmore Scotch whisky; Canadian Club whisky; Hornitos and Sauza tequila; EFFEN, Haku and Pinnacle vodka; Sipsmith and Roku gin; and Midori liqueur.

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and vision of Growing for Good.  Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan.  For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.

Enjoy Like a True Kentuckian: Responsibly