The bourbon boom has been good to tourism in Louisville, Kentucky. It’s the largest city in bourbon country and home to its own cluster of distilleries. Louisville’s bourbon pedigree is second to none (except maybe Bardstown) so it’s in a great position to cash in. It started in 2013 with the opening the Evan Williams Experience downtown and continued in 2014 with the opening of Diageo’s historic Stitzel-Weller distillery in Shively Kentucky to the public as a home for the Bulleit brand. 2018 will see the long-awaited debut of Old Forester Main Street Distillery.
Unlike the above distilleries, Jim Beam doesn’t have any historical connections to Louisville. That hasn’t stopped them from joining their competitors, though. In 2014 the Jim Beam Urban Stillhouse opened in Louisville’s Fourth Street Live! (sic) development, three blocks south of Main.
I have been to The Evan Williams Experience a couple times and I enjoyed it quite a bit. It’s Disneyesque, but it does a good job of balancing marketing, education and entertainment. I went into the Jim Beam Urban Stillhouse expecting that sort of experience. I should have taken a hint from the name, though. Jim Beam’s Clermont gift shop and visitor’s center is called the Jim Beam American Stillhouse. That is the Urban Stillhouse’s closest parallel, not the other Louisville bourbon attractions.
The Urban Stillhouse is essentially a gift shop with a tasting bar and event space. There’s virtually no educational component and certainly nothing Disneyesque about it. That’s not to say it’s bad, not at all. It’s just not the Evan Williams Experience. This makes a lot of sense give its location in what’s essentially an outdoor mall. A long, intensive tourist attraction wouldn’t fit well with the chain restaurants and touristy nightclubs of Fourth Street Live! (sic).
Our crew (minus Liz who had a couple church things) stopped in on our way to Bardstown from Detroit. Parking was a little hard to find given the gridlock and our unfamiliarity with downtown Louisville, but we managed to find a garage. The interior is nicely decorated in a similar style to the American Stillhouse. The front part of the space is the gift shop and the back is taken up by a long tasting bar with a cocktail bar on the side. Tastings are $8 per person and include a succinct but largely accurate talk.
We received three samples at first. Ours were Jim Beam Black (now “extra aged”), JB Urban Stillhouse Select (essentially an exclusive version of Distiller’s Cut) , and JB Apple (which our guide correctly described as a liqueur). Our guide walked us through a tasting of the first two, which he said were about the same age. Telling us to hold off the Apple, he then poured us a sample of whatever we wanted from the back of the bar. That included the entire Jim Beam, Jim Beam flavored and Knob Creek lines plus Basil Hayden. I ordered JB Double Wood, which I liked. This extra sample was poured into a souvenir shot glass with Jim Beam Urban Stillhouse, Louisville and the Louisville skyline etched into it. After that, we were instructed to try the Apple. I’m not much of a flavored whiskey guy, but it was fine. Would make a decent shot, substitute for apple pucker or addition to mulled cider.
In the gift shop portion of the space there is also a small still and bottling room where visitors can assemble their own custom version of Urban Stillhouse Select from bourbon at a variety of ages. We didn’t do that, so I’m a little fuzzy on the details of that process. I did purchase a full-sized bottle for myself and a 375 ml as a thank-you gift for our neighbors for babysitting our youngest one so we could get an early start on our trip. For the small one, I took advantage of the custom laser etching service available for $10 per bottle. I chose a short, simple message in a single font but in seemed like the folks ahead of me in line were getting the full text of Moby Dick inscribed into theirs in four different fonts. The etching looked nice but it did take a couple times through the machine to get that way.
The etching service is not just for visitors, though. When we were there, there were boxes of bottles inscribed for the Kentucky Derby Marathon, to be held the next day, sitting near the etching machine. There were also inscribed bottles for a political even being held upstairs later that day.
Here’s a review of Jim Beam Urban Stillhouse Select:
Maker: Jim Beam, Clermont/Boston, Kentucky, USA (Beam Suntory)
Bottled: April 25, 2018.
Proof: 100 (50% ABV)
Note: Not chill-filtered.
Price: $46 (only available at the Jim Beam Urban Stillhouse)
Appearance: Medium dark copper.
Nose: Alcohol, yeast, leather.
Palate: Full-bodied and medium dry. Tabasco, burnt marshmallows, caramel sauce on vanilla ice cream.
Finish: oak, grape soda.
Parting words: The price is high on JBUSS (vs Distiller’s Cut at $25, Knob Creek at $35, McKenna SB at $34), but one buys a bottle like this as a souvenir, not a value sipper. Both the Jim Beam Urban Stillhouse and Jim Beam Urban Stillhouse Select are recommended.