The brand’s first-ever light show is being projected onto its more than 24,000 barrel, nine-story rackhouse across a total of six nights – 10 and 18-23 December.
The light show utilises projection mapping technology, 3D animation and special effects such as lighting and shadows to create an immersive visitor experience and highlight the brand’s 220-year heritage.
Attendees will also be able to watch on as artists create ice scupltures in front of their eyes, sing-along with carolers and witness fresh apple cider pressing. Jim Beam-based cocktails are also available for those of legal drinking age.
Geometry Global and Pealr Media created the 3D projection, which forms part of Jim Beam's Light Up the Holidays campaign.
Gigi DaDan, senior director at Jim Beam said: "Jim Beam is known for being bold and embracing innovation. 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."
Heineken similarly utilised projection mapping technology this year, when it transformed Somerset House into a rugby stadium in the lead up to the Rugby World Cup.