The company submitted planning permission to Dublin city council three months ago for refurbishment of the listed building, which dates from the 19th century, including expanded exhibition space for the visitor centre and a new bar. There will also be a new lobby, a glass floor at ground level and rearrangement of the first floor restaurant and bar.

The distillery is one of the most popular tourist attractions in the country, hosting over 200,000 visitors last year. The company's target is to increase that to over 300,000 when the new facility opens. It is also envisioned that the distillery will be a draw for conferences and for both domestic and international companies entertaining clients in Dublin.

Irish Distillers cited the fact that the visitor centre at the Old Distillery is 10 years old and was in need of a face-lift as its rationale for refurbishing the building.

The company sees the visitor's centre as a key plank in its marketing activities for Jameson.

The brand has been a star performer for Irish Distillers, owned by international drinks giant Pernod Ricard. Sales of the brand have doubled in the past decade to over 2m cases a year.

Sales grew 12% over the first half of this year, buoyed by strong demand in the US.

Planning permission for the refurbishments have been granted and Irish Distillers plans to complete the work within three months so it can reopen in time for the 17 March holiday.

A host of international television and radio stations are already lined up to broadcast from the distillery on Paddy's Day including US TV network CBS.