Pernod Ricard, the owner of Beefeater Gin brand, is all set to build a new visitor centre ‘Beefeater London – the Home of Gin’ at its Beefeater distillery in London.

Located in Kennington, the distillery’s 600m² visitor centre will be set up as part of an annual £40m investment, which the company spends every year on its gin and whisky brands.

Beefeater Gin, which was acquired by Pernod in 2005, is produced at the Kennington distillery by using London Dry distilling method.

The new visitor centre will allow guests to watch gin production at the distillery’s cathedral-like stillhouse, besides allowing them to touch and smell the botanicals used in the process.

The centre will also share information about the London gin’s history through a series of interactive showcases.

Beefeater master distiller Desmond Payne told Harpers: "We have decided to push open the doors for the very first time and share some of those secrets with visitors to London, and locals, who are interested in seeing just how much expertise goes into making one of London’s most successful and famous brands."

The new visitor centre is scheduled to open in late 2013.