Campari America, a wholly owned subsidiary of Davide Campari-Milano, along with Gruppo Campari, has started construction of the new $4m visitor center on the Wild Turkey Distillery site in Lawrenceburg, Kentucky.

Since the purchase of Wild Turkey brand in 2009, Campari America has planned for nearly $100m investment in the distillery operations including the $50m expansion of distillery and $44m packaging facility scheduled to open by fall 2013.

Located on the Wild Turkey Hill and near the Kentucky River, the new Wild Turkey Visitor Center will occupy 8,500ft² area and will be a good addition to the distillery’s 1,000ft² building that currently hosts bourbon tastings and serves as a gift shop.

Scheduled to open in April 2013, the new Wild Turkey Visitor Center will feature expansive terrace for picnics, events and musical performances and broad woodwork for storing the bourbon barrels.

Expected to attract around 70,000 visitors annually, the visitor center will offer guests with distinctive history of Wild Turkey and bourbon industry through modern technology alongside the blends.

Designed by De Leon & Primmer Architecture Workshop and constructed by Lichtefeld Incorporated from Louisville, the visitor center building will house an expanded gift shop, interactive displays, a large multipurpose room for seminars and a tasting area.

Campari America marketing head Umberto Luchini said their goal with the new visitor center is to offer bourbon fans an experience the Wild Turkey brand that will serve as a tourism cornerstone in Eastern Kentucky on the Kentucky Bourbon Trail tour.

"With the Wild Turkey brand growing at more than 22 percent globally, we are dedicated to advancing consumer education of Kentucky’s native spirit here in the Commonwealth with our new visitor center as well as all over the world," Luchini added.