Focus on the craftsmanship and authenticity at the heart of Kentucky straight bourbon, while crucially highlighting the uniqueness of the individual brands within the portfolio.
We transformed the Barge House on London’s Southbank into the Jim Beam Crafthouse – an immersive two-day pop up which brought to life each brand’s character in one sharable event.
Bespoke ‘sets’ transported guests through the Maker’s Mark 1950s Kentucky kitchen; Knob Creek’s prohibition storytelling room covered floor to ceiling in newspapers from the era; woodworking shop with barrel making; small batch Kentucky bourbon ageing warehouse and finished in a speakeasy where guests bottled their own bourbon cocktails while being entertained by a bluegrass brand.
‘Live expressions’ were crucial. The uniqueness of Maker's Mark (using red winter wheat) was conveyed by visitors’ bread-making with our artisan baker, and the barrel-making was to have an artisan convey how the wood and duration of Jim Beam's maturation in the wood justifies its premium.