Jim Beam's upcoming event to transport guests to Kentucky

Jim Beam has opted to launch its new Double Oak product via an immersive unveiling in London tomorrow (19 April).

The event will see the brand unveil its new Double Oak variety
The event will see the brand unveil its new Double Oak variety

The one-hour event is to be held at Village Underground in Shoreditch. It promises a 'true taste of Kentucky' and will see guests experience an immersive video screening.

Set in the US state where Jim Beam is produced, the video will delve into the characteristics of the brand’s latest addition, Double Oak.

A speakeasy-themed bar will also feature within the space. It will be manned by bartenders, who will whip up a variety of Jim Beam Double Oak-based cocktails for guests.

Jim Beam embraced the festive season last year, by hosting a series of 3D light show events at its distillery in Clermont, Kentucky.

Tequila brand Patrón opted for Village Underground to launch its new Art of Patrón music and art gigs last week.

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