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BRC evokes the spirit of Jameson with reimagined €11m brand home
POSTED 22 Mar 2017 . BY Tom Anstey
The home of Jameson has reopened to the public as a completely new visitor experience following an €11m (US$11.9m, £9.5m) investment into the Irish distillers whiskey tour.

Created by BRC Imagination Arts, the new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company, which is well-known for creating Ireland’s most-successful brand of whiskey.

The redeveloped brand home utilises new technologies set in historic surroundings to create a state-of-the-art storytelling experience. Visitors have the choice of three fully-guided tours, including ‘The Bow St. Experience’ tasting tour focusing on the stories of Jameson’s rich heritage and ongoing innovations, while ‘The Whiskey Makers’ and ‘The Whiskey Shakers’ experiences provide more in-depth whiskey and cocktail masterclasses, both including the opportunity to sample whiskey straight from a cask in the distillery’s new live maturation house.

Minister of Public Expenditure and Reform, Paschal Donohoe, was on-hand for the launch earlier this month, which supports Ireland’s Whiskey Tourism Strategy – an initiative targeting three times the number of Irish whiskey tourists by 2025, aiming for a total 1.9 million visitors.

“Each year, more than 600,000 tourists pass through Irish whiskey visitor centres to experience first-hand the heritage behind this time-honoured spirit and hear the stories of established and emerging distilleries,” said Donohoe.

“The Irish Whiskey Tourism Strategy aims to treble this figure and Jameson Distillery Bow St. will undoubtedly play a central role in delivering on this vision. Smithfield and its wider Dublin environs have a rich history and vibrant cultural scene which will also continue to attract and enthrall visitors from near and far.”

Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development.
The distillery’s new live maturation house
Each year, more than 600,000 tourists pass through Irish whiskey visitor centres
Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development
Visitors have the choice of three fully-guided tours
The new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company
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NEWS
BRC evokes the spirit of Jameson with reimagined €11m brand home
POSTED 22 Mar 2017 . BY Tom Anstey
The home of Jameson has reopened to the public as a completely new visitor experience following an €11m (US$11.9m, £9.5m) investment into the Irish distillers whiskey tour.

Created by BRC Imagination Arts, the new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company, which is well-known for creating Ireland’s most-successful brand of whiskey.

The redeveloped brand home utilises new technologies set in historic surroundings to create a state-of-the-art storytelling experience. Visitors have the choice of three fully-guided tours, including ‘The Bow St. Experience’ tasting tour focusing on the stories of Jameson’s rich heritage and ongoing innovations, while ‘The Whiskey Makers’ and ‘The Whiskey Shakers’ experiences provide more in-depth whiskey and cocktail masterclasses, both including the opportunity to sample whiskey straight from a cask in the distillery’s new live maturation house.

Minister of Public Expenditure and Reform, Paschal Donohoe, was on-hand for the launch earlier this month, which supports Ireland’s Whiskey Tourism Strategy – an initiative targeting three times the number of Irish whiskey tourists by 2025, aiming for a total 1.9 million visitors.

“Each year, more than 600,000 tourists pass through Irish whiskey visitor centres to experience first-hand the heritage behind this time-honoured spirit and hear the stories of established and emerging distilleries,” said Donohoe.

“The Irish Whiskey Tourism Strategy aims to treble this figure and Jameson Distillery Bow St. will undoubtedly play a central role in delivering on this vision. Smithfield and its wider Dublin environs have a rich history and vibrant cultural scene which will also continue to attract and enthrall visitors from near and far.”

Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development.
The distillery’s new live maturation house
Each year, more than 600,000 tourists pass through Irish whiskey visitor centres
Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development
Visitors have the choice of three fully-guided tours
The new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company
RELATED STORIES
Social media 'netmarks' key for experience design, says BRC's Bob Rogers


Bob Rogers, founder and chair of experience design firm BRC Imagination Arts, has said that visitor attractions must be designed as 'netmarks' – a concept that takes into account social media impact on physical design.
Rock and Roll Hall of Fame to undergo multi-million redevelopment


Cleveland’s Rock and Roll Hall of Fame and Museum is undergoing a US$4.5m (€4.2m, £3.2m) makeover, the first phase of a multi-million dollar redevelopment of the 20-year- old visitor attraction.
Constant reinvention keeping Guinness ahead of the game, says Storehouse MD


Paul Carty, managing director of the multi-award-winning Guinness Storehouse, has said the constant reinvention has been the key to creating a highly successful business model for Ireland’s most popular tourist attraction.
US$45m Chicago Blues Experience coming to city's iconic Navy Pier


A museum dedicated to the Chicago blues is coming Illinois, with plans by BRC Imagination Arts to give the genre a new home on the city’s historic Navy Pier.
MORE NEWS
New Tate St Ives in the running for 2018 Stirling Prize
Tate St Ives is the only leisure building to find its way onto the shortlist for the 2018 RIBA Stirling Prize for the UK’s best new building.
British Museum seeks to acquire 'Trump Baby' for dissent exhibition
London's British Museum is planning to borrow the Trump Baby blimp, which flew over the capital's streets last week in protest against US President Donald Trump's visit last week.
'Jurassic' Jeff Goldblum installation appears on London's Southbank
A giant statue of Jeff Goldblum has become an overnight sensation, after appearing in a tourism hotspot next to London's historic Tower Bridge.
Disability and accessibility over heritage, says Archbishop of Canterbury
Justin Welby – the Archbishop of Canterbury – has said that disability and accessibility should take precedence when it comes to heritage matters.
+ More news   
LATEST JOBS
Visitor Services Supervisor
Royal Botanic Gardens Kew
Salary: £24,835 per annum
Job location: Wakehurst, West Sussex
Overnight Accommodation Manager
Zoological Society of London
Salary: £31,464 per annum
Job location: London, UK
Forest Centre Operations Manager
Forestry Commission
Salary: £29,695 - £32,811
Job location: Thetford, UK
Marketing Manager
Legoland Discovery Centre
Salary: Competitive
Job location: Kansas City, Missouri, USA
Marketing Manager
Legoland Discovery Centre
Salary: Competitive
Job location: Melbourne VIC, Australia
Facilities Technician
Legoland
Salary: Competitive
Job location: Winter Haven, Florida, USA
+ More jobs  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

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