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News Briefs for December 15, 2014

December 15, 2014

•Beam Suntory is planning to open a new visitor experience, including a small distillery, in downtown Louisville’s 4th Street entertainment district next year. The Jim Beam Urban Stillhouse will include a working distillery, a bottling line, tasting room and retail space. The company says it will complement the visitor experience offered at its Jim Beam American Stillhouse in Clermont, Kentucky. The multimillion-dollar investment will be located in 4,300 square feet on the street level beneath the company’s Louisville office. Beam Suntory joins a number of other Bourbon marketers investing in Louisville’s tourism scene recently, such as Heaven Hill Distilleries, which last month celebrated the one-year anniversary of its Evan Williams Bourbon Experience in the historic Whiskey Row district, as well Brown-Forman’s $30 million distillery and visitor center for Old Forester Bourbon on Louisville’s Main Street set to open by fall 2016.

•Diageo has officially launched its new Haig Club single grain Scotch brand nationwide in the U.S. market. Developed in partnership with soccer star David Beckham and British entrepreneur Simon Fuller, Haig Club is produced at Scotland’s Cameronbridge Distillery, using select whiskies from refill, American oak and rejuvenated casks. The super-premium entry, which is packaged in a signature blue bottle, retails for $70. The launch is currently backed by a global campaign, featuring a TV spot directed by British filmmaker Guy Ritchie.

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