Jim Beam Growing Kilbeggan Distillery

From Shanken:

Beam Inc. is aiming to capitalize on growing global interest in the Irish whiskey category by touting its Kilbeggan Distillery as a top Irish whiskey tourism destination. Visitor numbers at Kilbeggan are up 40% so far in 2012, against Beam’s earlier projection of a 25% increase for this year. Beam has been investing in what it calls the Kilbeggan Distillery Experience, including restoring the distillery’s ancient waterwheel and plans to revamp its tasting bar and gift shop areas. A new website and digital marketing campaign are also being developed to help drive tourism and interest around Kilbeggan, for which Beam says it has increased marketing spend fivefold since acquiring parent company Cooley Distillery late last year.