Maxxium UK is to open a replica of its Jim Beam stillhouse, in London. The Kentucky Bourbon whiskey brand’s home is to be replicated at the Old Truman Brewery on Brick Lane.
The attraction, called the Stillhouse, is to feature the Heritage Room with “traditional Kentucky scenery”, where Fred Noe, seventh-generation Beam family distiller, will tell the story of the brand. Visitors will then travel through the Stillhouse tunnels to the Distillation and Ageing Room. Here the process used to make Jim Beam Devil’s Cut will be brought to life through “immersive theatre” accompanied by a tasting.
The Mixology Room features Jim Beam Honey and Red Stag by Jim Beam cocktails, and guests can sign an American oak barrel which will be returned to the distillery in Kentucky, filled and aged. Four years later, all Stillhouse attendees will receive a bottle of Jim Beam White from the Stillhouse barrel.
To coincide with the creation of the Stillhouse, Maxxium has launched a nationwide bartender competition, Noe Your Bourbon. The winner will be awarded an all-expenses paid trip to Kentucky in 2014 and a place at an exclusive Thanksgiving lunch with Fred Noe at the Stillhouse on 21 November.
Contestants answer an online quiz on Jim Beam and the Bourbon category, as well as submit their own cocktail recipe using Jim Beam White. Nine finalists will then be invited to London to demonstrate their Bourbon knowledge, mix their Jim Beam White cocktail and participate in a mystery box cocktail creation. The winning cocktails will be served at the Thanksgiving lunch at the Stillhouse.
Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston, said: “The Noe Your Bourbon contest is a great opportunity for bartenders to immerse
themselves in all things Bourbon as they compete for the coveted trip to Kentucky as well as the privilege of dining with Fred Noe.
“Interest in Bourbon has surged and reached a new high in the UK. Our trail-blazing innovation strategy at Jim Beam has helped fuel the category, enticing LDA+ drinkers to try the new flavoured Bourbons and engage with the category for the first time. The Jim Beam Stillhouse campaign will build loyalty among both new and existing drinkers and encourage trial across the portfolio, delivering incremental sales opportunities for customers.”
The Jim Beam American Stillhouse will open from 6pm to 10pm on Thursday 21 and Friday 22 November. Tickets cost £5.
