Jameson Distillery reopens after €11m investment
7th March, 2017 by Lauren Eads
Jameson’s distillery in Dublin has re-opened following a €11 million refurbishment as part of its aim to attract 1.9 million whisky tourists to Ireland annually by 2025.
The newly refurbished building in Smithfield, Dublin, was officially reopened on 5 March by the Minister for Public Expenditure and Reform and Dublin Central TD, Paschal Donohoe.
“Each year, over 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 to 1.9 million visitors by 2025 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 enthral visitors from near and far.”
The new building will draw on cutting-edge technology to offer three fully-guided tours: The Bow St. Experience, The Whiskey Makers and ‘The Whiskey Shakers’ – offering insights on Jameson’s rich heritage and on-going innovations, whiskey and cocktail masterclasses and the chance to sample whiskey straight from the cask.
“With this latest investment, we place storytelling at the core of the visitor experience, drawing on state of the art technology to bring the 230-year history of Bow Street to life, with a variety of tour options to cater for everyone – from those who may be discovering Jameson Irish whiskey for the very first time, to long-standing Jameson enthusiasts who are seeking to further their understanding of this much-loved spirit,” said Jean-Christophe Coutures, chairman and CEO of Irish Distillers.
Jameson is the world’s fastest-growing Irish whiskey, recording 27 years of consecutive growth and hitting sales of 5.7m cases in 2016.