LouLife

Jim Beam® Bourbon, the world’s number one selling bourbon, announced the ground-breaking of its Visitors’ Experience project at its Clermont distillery.

With this multi-million dollar tourism development project, Jim Beam continues to be the industry leader and positions its flagship distillery as the gateway to the Kentucky Bourbon Trail.

With more than 80,000 visitors annually, the development of the Jim Beam Distillery Visitors’ Experience project is driven by heightened consumer interest in crafting bourbon and increased travel along the Bourbon Trail.

The three-phase construction of the Visitors’ Experience will include displays of newly discovered historical documents and images and will culminate with the opening of a state-of-the-art Welcome Center complex highlighting the history and heritage of Jim Beam.

Completion of this project is expected before the start of the tourist season in April 2011 and will be able to accommodate approximately 200,000 visitors a year.

“As the first stop from Louisville on the Kentucky Bourbon Trail, we want to offer our visitors the best experience possible,” said Jim Beam Noe, great-grandson of Jim Beam and head of the Visitors’ Experience project. “The Visitors’ Experience allows our guests to become a part of the Jim Beam family by taking an up-close and personal look at my family’s business in the bourbon industry.

While we have always welcomed visitors to see the process behind our production, this project is designed to further enhance visitors’ experience with Jim Beam and celebrate the brand.”

Crafted since 1795, Jim Beam prides itself on more than two centuries of quality and integrity, with a long lineage of family distillers and a lasting commitment to the classic recipe.

Even today,

the demand for bourbon continues to grow.

Jim Beam filled its 11 millionth barrel in February 2008,

marking the first time the brand filled one million barrels in less than three years.

More than two-thirds of the bourbon made in Kentucky comes from Beam Global’s iconic bourbons.

In addition to Jim Beam, The Small Batch Bourbon Collection®

comprises four ultra-premium bourbons: Knob Creek® Bourbon,

Booker’s®

Bourbon

, Basil Hayden’s®

Bourbon

and Baker’s®

Bourbon. The Collection

is credited with driving growth in the Bourbon category at the high-end.

Enhancements to Jim Beam Distillery Visitors’ Experience will include a greater focus on

the heritage of these brands as well. The

Small Batch Bourbon Collection,

created by Booker Noe, sixth generation Jim Beam master distiller, boasts individual characteristics and distinct flavors, offering a bourbon for everyone’s taste.

Jim Beam, First Stop on the Bourbon Trail, Celebrates Bourbon Heritage Month

“As the leader in bourbon, we are committed to offering an unmatched experience to everyone who visits Kentucky and our distillery,”

said

Jeff Conder,

vice president, North American operations for Beam Global Spirits & Wine, Inc

. “Bourbon is deeply rooted and widely celebrated in Kentucky, and the industry provides more than 3,000 jobs, $3 billion in gross state product and nearly $115 million in state and local taxes. The Visitors’ Experience project will further economic growth with the creation of more jobs and increased tourism revenue, helping the Commonwealth continue to flourish.”

Reflective of the ongoing legacy and heritage behind the production of bourbon, Kentucky Governor Steve Beshear recently proclaimed the month of September “Bourbon Heritage Month.”

Jim Beam will host several events during the 17^th Annual Kentucky Bourbon Festival and throughout the month of September in celebration of “America’s Native Spirit”—as bourbon was so named by Congress in 1964.

Jim Beam is committed to social responsibility and advises its visitors to drink smart®. With a newly revamped website,

www.drinksmart.com

, Beam Global aims to educate

legal purchase age

consumers

on how to make responsible choices about alcohol.