The attraction is getting a major upgrade
Irish Distillers is to invest €11m in transforming the Old Jameson Distillery at Dublin’s Smithfield, which has served as a visitor centre since 1997.
The Pernod Ricard-owned company, which now distills its Jameson, Paddy and Powers brands at Middleton in Cork, has commissioned BRC Imagination Arts to develop a more interactive experience for visitors at the Smithfield facility.
California's BRC is a "experience design" agency - it has completed similar brand experience projects for Heineken in Amsterdam, Coca Cola in Atlanta and Guinness at its Dublin Storehouse centre, which has become Ireland's most popular tourist attraction.
The Smithfield visitor centre will close from the end of August for six months during the redevelopment work, which will involve 100 jobs for the period, is being completed.
Earlier on Breakfast Business, Ray Dempsey, General Manger of the Old Distillery, told Vincent Wall that this will develop a "better experience" for visitors, with a focus on reducing queue times.
The distillery currently attracts 600,000 tourists per year. It was last upgraded 10 years ago.