Beam Suntory, the world’s third-largest premium spirits company, has released Jim Beam Double Oak.
Available this month, Jim Beam Double Oak (ABV 43% ABV, rrp £27.99) is a new take on Jim Beam Kentucky Straight Bourbon crafted by maturing the signature whiskey in two different American oak barrels.
This expertly crafted expression is first matured in new charred American white oak barrels – as with all Jim Beam Kentucky Straight Bourbon – before being transferred into a second freshly charred oak barrel for a further period of ageing. The twice-barreled production process allows the product to have greater contact with the wood, drawing out perfectly balanced depths.
The result is a whiskey intense in flavour yet smooth in taste, which can be enjoyed on the rocks or in a Double Oak Fashioned. Drinkers will discover aromas of vanilla and hints of toasted wood that lead into deep char and oak flavours with rich caramel and toffee notes. The finish is notably balanced with a distinct spiced oakiness lingering on the palate.
As the Bourbon category continues to grow in markets across the world, significantly outperforming the Standard Whisky category over the past five years (2010-2014 CAGR Total Standard Bourbon, 7.4% vs. Total Standard Whisky, 2.0%, Source: IWSR), Jim Beam Double Oak offers a premium option for the trade and consumers looking for a whiskey of exceptional quality with intense flavour from a trusted and world-renowned brand.
Maxxium UK’s marketing controller for imported whiskey, Janice McIntosh, said: “We continue to Make History this year with Jim Beam as we introduce Jim Beam Double Oak, the latest expression in the portfolio to reinforce our heritage and expertise dating back to 1795.
“More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, so we are excited to build on an exceptional portfolio with Jim Beam Double Oak and provide our customers with something new and innovative to maximise sales.”
Jim Beam’s 7th generation master distiller Fred Noe said: “My family has been making history and producing bourbon for more than 200 years. Throughout the decades, we have always enjoyed pushing boundaries and innovating while also staying true to our family’s traditions. Jim Beam Double Oak is the latest example of this.”
In line with the introduction of the new Jim Beam packaging rolling out across the entire Jim Beam portfolio globally this year, Jim Beam Double Oak is presented in a distinctive new bottle.
The launch of Jim Beam Double Oak will be fully supported with a range of assets including a new TVC and digital campaign including Facebook teasers to create anticipation with consumers. The trade will be supported with items to drive visibility, such as unique drinking vessels and denim shirts for staff, bringing the brand’s American heritage to life in bar along with an on-trade sampling campaign.