Jim Beam is expanding its UK convenience and wholesale offering with the launch of a new 35cl format across its core and flavour range.
Available now, Jim Beam White, Jim Beam Pineapple and Jim Beam Black Cherry will all be available in 35cl bottles in STD and £11.89 PMP via Booker, Bestway, Parfetts, United Wholesale, Coop, with more to follow.
The launch comes as smaller spirit formats continue to gain momentum in UK retail. Nielsen data shows that fractionals (20cl–50cl) are growing, while traditional full-sized spirits are in decline, with convenience performing particularly strongly. Within whisky, 53% of fractional sales take place in convenience, highlighting the growing relevance of smaller formats in the channel.
The new range forms part of a wider programme from Suntory Global Spirits to expand smaller-format availability across its UK portfolio. Laphroaig 10-Year-Old is already available in a 35cl format, with further fractional launches planned across the Suntory Global Spirits portfolio during the remainder of 2026.
The programme will continue into 2027, with Jim Beam White and Jim Beam Pineapple planned to launch in 5cl formats in Q1 2027, further extending opportunities to recruit shoppers into the category and encourage trial. The expansion reflects Suntory Global Spirits’ ongoing focus on developing formats that respond to the needs of retailers and shoppers, helping partners offer greater choice, accessible price points and the right products for different occasions across convenience and wholesale.
Frederick Holt, marketing manager for Bourbon & Portfolio Brands at Suntory Global Spirits, said: “Jim Beam is the world’s No.1 bourbon, and we want more people across the UK to discover exactly why. This 35cl launch makes that easier than ever before, whether it’s someone picking up our award-winning whiskey for the very first time or a loyal Jim Beam drinker finding a new way to enjoy it. And this is just the start; we’ve got big plans for Jim Beam in 2027, with shoppers set to see the brand show up across the UK more often.”
Nick Temperley, managing director UK & Ireland at Suntory Global Spirits, added: “We’re seeing a real shift in how shoppers are buying spirits, and fractional formats are right at the heart of it. For convenience and wholesale, where choice, price point and smart use of shelf space all matter, that shift is a big opportunity for us. Bringing Jim Beam into 35cl gives our retail partners another way to meet shoppers where they are, and it’s part of a much broader move across our portfolio to get the right formats in front of the right occasions.”
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