James B. Beam Distilling Co. (JBBDCo.) has launched “Creator Campus,” an open call inviting podcasters, musicians, filmmakers, and other digital creators to apply to produce original work at its Clermont, Kentucky distillery grounds.

The program converts the historic Clermont campus, rooted in more than 200 years of whiskey-making tradition, into a dedicated production space, giving selected participants access to the distillery’s grounds for recording podcasts, filming content, producing music and hosting collaborative retreats. Beyond the production space, participants get a tour of the home of Jim Beam, including whiskey tastings, educational programming, restaurants and the Clermont Supper Club event series.

“At its core, JBBDCo. has always been about craft, making something meaningful to be shared, bringing people together,” said Freddie Noe, eighth-generation master distiller at James B. Beam Distilling Co., in a press release. “Creator Campus builds on that tradition by opening our doors in a new way, inviting creators to draw inspiration from this place as I have and create something entirely their own.”

The company frames the initiative as a response to creators actively seeking distinctive, real-world locations for content production rather than conventional studio space. Creators can apply through JBBDCo.’s website; the program is open only to applicants 21 or older, with additional eligibility terms attached.

Creator Campus arrives as beverage brands face a widening gap between their own content and what creators produce natively. In the adjacent food and beverage category on YouTube, a Pixability study found the space generated 457 billion views in Q1 2025 alone, a 32% year-over-year increase. Of the top 4,000 channels in that category by views, 99% belong to creators rather than brands or publishers, and even the leading brand channel trails top creators by tens of millions of subscribers. Rather than compete for reach directly, Creator Campus positions JBBDCo. as an enabler of creator-made content, supplying access and setting instead of buying placements.

James B. Beam Distilling Co. is a subsidiary of Suntory Global Spirits and produces Jim Beam, Basil Hayden, Knob Creek and other American whiskey brands.

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