02.01.24 The Use of Interactive Technology in Distilleries

Interactive technology in the visitor center of a bourbon distillery can be a great way to enhance the guest experience. With interactive displays, guests can learn about the history and process of making bourbon in a more engaging way. There’s a sense of delight, wonder, and curiosity that comes when a guest walks into a visitor center and sees interactive technology.

When I had lunch at The Kitchen Table last week I popped into the visitor center to see the transformation I had heard about. I had not visited since February of 2020 and I was very excited to see the additions and total makeover. The bar on the second floor was sleek, modern, and eye-catching. On the first floor was a nice cozy seating area with leather tufted sofas, black and white photos on the wall along with light-up large photos and some memorabilia on display. The most eye-catching part was the three oversized “touch to start” monitors that tell the story of the Jim Beam distillery.

I remember growing up on family vacations doing self-guided tours of museums or historical sites with audio guides. Audio guides are still around but more advanced through the use of a self-guided tour app. After audio guides, touch-screen kiosks were introduced allowing visitors to select and view information about specific exhibits. Touch screens are commonplace now. They even made their way into funeral homes! Now we see virtual reality and other interactive displays that bring museum exhibits to life in exciting ways to further education and inspire visitors of all ages.

As bourbon distilleries look to enhance the guests' experience the question comes up “How can we make it a more immersive experience?”. It all comes down to engaging all five senses that can truly transform experiences and touch people’s emotions. Interactive exhibits can enhance the guest experience in a way that is unimaginable. By incorporating technology before a tour begins, during the distillery tour, or simply available for guests stopping by for lunch or a tasting, there’s an opportunity for guests to learn more about the distillery’s history and bourbon production.

Bourbon enthusiasts have many choices when thinking about bourbon destinations. Those traveling a considerable distance have limited time and may not be able to return to Kentucky for a while or ever again. The use of cool technology may be just the draw for those individuals looking for a memorable experience. It’s a new level of engagement that transports visitors to another time and allows them to gain a deeper understanding of the past and overall brand.

What I liked most about Jim Beam’s display is that where the interactive technology was placed made it more accessible to people with physical limitations, providing a more inclusive and equitable experience for all visitors. This makes a huge impression on guests, especially for those who are unable to accompany their group on the walking tour.