Gallery: Inside Dublin's €11 million new Jameson Distillery experience
Home of Jameson
Dublin's Jameson Distillery has re-opened in Smithfield following an €11 million refurbishment.
The new-look 'Jameson Distillery Bow St.' (see gallery above), which officially opened last week, had been closed for several months for works.
Its multi-million euro reboot combines traditional whiskey tastings with "state-of-the-art storytelling techniques" led by BRC Imagination Arts, an experience design outfit that has worked with World of Coca-Cola in Atlanta, the Heineken Experience in Amsterdam and the Guinness Storehouse in Dublin.
Visitors have three tour options - a 40-minute 'Bow St. Experience' (€18), a 90-minute 'Whiskey Makers' masterclass (€55) including the chance to sample whiskey straight from the cask in the maturation warehouse, and a 90-minute 'Whiskey Shakers' cocktail masterclass designed to "unleash your inner mixologist".
The immersive tours focus on the ingredients, triple distillation process and innovation that Jameson prides itself on, before ending with a comparative whiskey tasting and a complimentary drink in JJ’s Bar.
The new home of Jameson was officially opened by Minister for Public Expenditure and Reform Paschal Donohoe last week - ahead of St. Patrick's Day, traditionally seen as the date Ireland's tourism season gets underway.
Irish whiskey is experiencing something of a revival, with 600,000 tourists now passing through visitor centres every year. In 2013, just four distilleries were operating in Ireland - today, there are 16 in production and 14 in planning.
A €50m Slane Distillery is on course to open on the grounds of Slane Castle in Co. Meath this summer, while last month a £12m distillery and visitor centre was granted planning permission in the historic Ebrington Square in Derry.
"Irish whiskey is now the fastest growing premium spirit category in the world," as Miriam Mooney, head of the Irish Whiskey Association has put it, "with exports valued at €505 million last year, up more than 300pc in the last 10 years."
Last year, an all-island Irish Whiskey Tourism Strategy was launched with the target of trebling whiskey tourists to 1.9 million by 2025.
Jameson is the world's fastest-growing Irish whiskey, according to its owner, Irish Distillers Pernod Ricard, with sales of 5.7m cases last year.
"As Smithfield continues to experience a cultural resurgence, we’re incredibly excited to be part of this thriving community and look forward to being here long into the future,” said Ray Dempsey, General Manager at the Jameson brand home.
See jamesonwhiskey.com for tickets and further info.