Jim Beam opted to launch its latest premium bourbon, Jim Beam Double Oak at Village Underground last month with an immersive experience for a few lucky customers. No expense was spared in creating the one-hour journey that promised a ‘true taste of Kentucky’ and saw guests experience an immersive video screening set in a replica bourbon distillery. Jets of hickory-scented steam awoke the senses as guests were led through oak barrelled rooms. The journey concluded in a speakeasy-themed bar where Double Oak-based cocktails were whipped up by MIXXIT’s David Miles and his team of bartenders.

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