Jim Beam refreshes its classic rye whiskey

Beam Suntory has refreshed its Jim Beam Rye, the classic Kentucky Straight Rye whiskey offering that’s been a staple on whiskey bars globally for decades. 

New Jim Beam Pre-Prohibition Style Rye, bottled at 90-proof, has a distinct spicy flavour with a black pepper bite that gives way to vanilla and oak undertones, which makes the product perfectly mixable for any classic or contemporary rye whiskey cocktail.

“We’ve heard loud and clear from bartenders and whiskey fans that they are looking for a bolder Rye that stands up better in cocktails,” said Fred Noe, Jim Beam’s seventh generation master distiller. “We listened to this feedback, and know that the time is right to ‘make history’ by taking a classic product that’s loved around the world and making it even better.”

Jim Beam Pre-Prohibition Style Rye has an updated bottle label design to reflect the premium quality of product. The RRP is US$22.99 for 75cl and it will be available in select on-premise locations and retailers nationwide starting in January 2015.

19 January 2015 - Felicity Murray The Drinks Report, editor