Jim Beam Bourbon on Wednesday announced plans for a new tourism center at its Clermont distillery.
The multi-million dollar "Visitors' Experience" project is the latest upgrade by a bourbon distillery looking to attract and better host tourists exploring the Bourbon Trail. Heaven Hill and Maker's Mark have both unveiled large, new facilities for visitors in recent years.
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The Beam project will include displays of newly discovered historical documents and photos and a state-of-the-art welcome center highlighting the history and heritage of top-selling spirit, according to a press release from Beam Global Spirits and Wine, Inc.
The project should be ready to open in 2011 and is expected to host 200,000 visitors per year.