Jim Beam plans new visitors center at Clermont

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.

The Beam project will include displays of newly discovered historical documents and photos and a state-of-the-art welcome center highlighting the history and heritage of top-selling spirit, according to a press release from Beam Global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.