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Jim Beam Double Oak expression launched

Beam Suntory has released Jim Beam Double Oak and Maxxium UK is introducing this new expression into the UK this month. A permanent addition to the portfolio, Jim Beam Double Oak is a new take on Jim Beam Kentucky Straight Bourbon crafted by maturing the signature whiskey in not one, but two different American oak barrels.

The Double Oak 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 greater depths of flavour.

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. With its unique contours, glass embossing and engraving, as well as textured labelling and foiling, the Jim Beam Double Oak bottle is representative of the outstanding quality of the liquid inside

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, says: “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.”

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.

Jim Beam Double Oak 43% ABV has an RRP of £27.99.

28 April 2016 - Felicity Murray The Drinks Report, editor