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Jim Beam Maple is first maple-infused bourbon

Maxxium UK, part of the global sales and distribution alliance between Beam Suntory and Edrington, is introducing the first maple-infused bourbon into the UK market with the launch of Jim Beam Maple, a limited edition that is expected to drive the appeal and accessibility of bourbon to new consumers.

Jim Beam Maple is made with four-year-old oak-aged Jim Beam bourbon whiskey infused with maple. It is bottled at 35% ABV and has a RRP of £19.99.

It is hoped that Jim Beam Maple will raise visibility for the category and brand, thereby reinforcing Jim Beam’s position as the world’s #1 bourbon. Already this year Maxxium UK has launched Jim Beam Signature Craft, a premium bourbon aimed at connoisseurs and experienced bourbon drinkers looking to try something new.

Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston says: “We are excited to expand our Jim Beam portfolio and create a further point of difference with this innovation. Jim Beam Honey was the first-to-market honey-infused bourbon and now with Jim Beam Maple we will again stir up fresh interest and broaden the appeal of bourbon amongst young adults who may not previously have considered bourbon.”

14 July 2014 - Felicity Murray The Drinks Report, editor