The home of Jameson has reopened to the public as a completely new visitor experience following an €11m (US$11.9m, £9.5m) investment into the Irish distillers whiskey tour.

Created by BRC+Imagination+Arts'>BRC Imagination Arts, the new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company, which is well-known for creating Ireland’s most-successful brand of whiskey.

The redeveloped brand home utilises new technologies set in historic surroundings to create a state-of-the-art storytelling experience. Visitors have the choice of three fully-guided tours, including ‘The Bow St. Experience’ tasting tour focusing on the stories of Jameson’s rich heritage and ongoing innovations, while ‘The Whiskey Makers’ and ‘The Whiskey Shakers’ experiences provide more in-depth whiskey and cocktail masterclasses, both including the opportunity to sample whiskey straight from a cask in the distillery’s new live maturation house.

Minister of Public Expenditure and Reform, Paschal Donohoe, was on-hand for the launch earlier this month, which supports Ireland’s Whiskey Tourism Strategy – an initiative targeting three times the number of Irish whiskey tourists by 2025, aiming for a total 1.9 million visitors.

“Each year, more than 600,000 tourists pass through Irish whiskey visitor centres to experience first-hand the heritage behind this time-honoured spirit and hear the stories of established and emerging distilleries,” said Donohoe.

“The Irish Whiskey tourism strategy aims to treble this figure and Jameson Distillery Bow St. will undoubtedly play a central role in delivering on this vision. Smithfield and its wider Dublin environs have a rich history and vibrant cultural scene which will also continue to attract and enthrall visitors from near and far.”

Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development.