Focus PR was briefed by Jim Beam to come up with a consumer experience that would bring the brand to life in a unique way. So, for three nights only, Fred Noe, the great-grandson of Jim Beam, namesake of the world's number one bourbon, brought the magic of the famous Jim Beam Kentucky distillery to the heart of London. On Thursday 21 and Friday 22 November (with a press preview on Wednesday 20 November), Jim Beam transported bourbon-loving Londoners over the rolling hills of Kentucky and deep into the world-class Jim Beam Stillhouse via an immersive theatrical experience at The Old Truman Brewery. Guests learnt about Jim Beam’s history in the Heritage Room before being taken through the distillation process in the Distilling and Ageing Room, with the finale being the Mixology Room where they enjoyed Jim Beam cocktails. Upon leaving, guests were invited to sign a barrel which will be used to age a batch of bourbon for four years at the Jim Beam distillery in Kentucky, after which each signatory will receive a bottle from the very same barrel. Over 750 people attended over the three days and social media was abuzz, with the #JimBeamStillhouse hashtag being used 3,583 times.

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