Jim Beam® Bourbon transforms historic Rackhouse into massive 3-D holiday display

news article generic green header banner

Jim Beam® Bourbon transforms historic Rackhouse into massive 3-D holiday display

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. 

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

Dekuyper® crowns 2015 Cocktail Master
Beam Suntory acquires 50% of South African Distributor, ABV brands