World’s No. 1 Bourbon “Lights Up the Holidays” with Multidimensional Digital Whiskey Experience; Spirits Industry’s First Use of 3-D Projection Mapping Technology

Corporate and Financial News


CLERMONT, KY – December 16, 2015 – Jim Beam®, the world’s No. 1 bourbon, is making history once again by transforming a barrel rackhouse at its flagship distillery in Clermont, Ky., into a nine-story 3-D canvas for a multimedia celebration that’s as bold as Jim Beam itself. Featuring state-of-the-art digital projection imagery, 3-D animation and special effects that highlight more than 220 years of Jim Beam tradition, the holiday lights spectacular marks the first time a spirits company is using projection mapping technology to create a fully, immersive visitors experience. 

“When I heard we were going to go big for the holidays, I wasn’t really sure what it meant,” said seventh generation Jim Beam master distiller Fred Noe. “Well this light show is pretty darn big. Jim Beam and our fans around the world have a new holiday tradition to look forward to.” 

Building upon the brand’s “Light Up the Holidays” campaign, the dynamic display uses advanced 3-D mapping technology, lighting, sound, shadows and animation to showcase the Jim Beam legacy. What’s revealed when walls of the more than 24,000 barrel rackhouse are visually folded back is a carefully choreographed, bourbon-inspired holiday gift that lights up the bourbon’s flagship distillery.

“Jim Beam is known for being bold and embracing innovation,” said Gigi DaDan, senior director of Jim Beam. “The combination of music and technology together with the rich history and heritage of our brand allows our fans to experience the Jim Beam legacy in a whole new way.”

The dynamic illumination event debuted for a special event on December 10 and will continue December 18, 19, 21, 22 and 23, from 5:30 - 7:00 p.m. EST at the Jim Beam American Stillhouse located at 526 Happy Hollow Road, Clermont, Ky. A variety of holiday activities including live ice sculpting, holiday carolers and fresh-pressed apple cider are also planned during show dates. Guests of legal purchase age can toast the season with cocktails crafted with Jim Beam® Apple and Jim Beam® Kentucky Fire™.

Beam’s agency partners at Geometry Global and Pearl Media created the 3-D digital projection against the contours of the rackhouse to deliver a turn-key visual installation just in time for the holidays.  To experience the 3-D event online, visit: https://www.youtube.com/watch?v=BSrRKgJyznk.

For more information about Jim Beam, “like” Jim Beam Bourbon on Facebook and follow the brand on Twitter via #LightUpTheHolidays and #JimBeam.

About Beam Suntory Inc.

As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.  


Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.


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Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol.

©2015 James B. Beam Distilling Co., Clermont, KY.

All trademarks are the property of their respective owners.


Jennifer Nau

JSH&A Communications

P: 630.932.7987

E: jennifern@jsha.com


Dan Cohen

Beam Suntory Inc.

P: 847.444.7657

E: dan.cohen@beamsuntory.com