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Jim Beam Rye arrives in the UK

Maxxium UK says it will be “raising the stakes in the UK American Whiskey market” with the introduction of Jim Beam Rye.

Jim Beam Rye is being launched in the UK in response to growing demand for different styles of whiskey, particularly rye. Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston says: “The thirst for good quality rye whiskey is at a record high and we feel that the time is right to fully introduce our very own Jim Beam Rye to the UK market. We have received considerable interest in our brand and are excited to introduce the trade and consumers to another member of the Jim Beam family.”

Bottled at 40%abv, Jim Beam Rye is made from over 51% rye then aged for four years in charred oak barrels, making it a complex straight rye whiskey, which is spicy, bold and full of flavour. It is copper in colour with notes of nutmeg, cinnamon, apple and pepper and a slightly sweet finish on the palate. Jim Beam Rye can be enjoyed neat, on the rocks, or as a great base to a number of key whiskey cocktails such as a Rye Old Fashioned or a Rye Manhattan. As well as being aimed at existing rye drinkers, it is aimed at whiskey enthusiasts who enjoy trying something different.

Jim Beam Rye is approximately £24 per 70cl bottle. It will be available to the on-trade from this month (June) via leading wholesalers.

23 June 2014 - Felicity Murray The Drinks Report, editor