Jim Beam Peach launches in UK with Asda

Top-selling Bourbon brand Jim Beam is launching its new flavour in the UK.

Jim Beam Peach will be available as a three-month exclusive with Asda stores, RRP £18, from 2 January. It is designed as a nod to the Kentucky-based distillery's Southern heritage while playing into the growing popularity of peach-flavoured alcoholic beverages among UK drinkers.

Describing it was "a perfect blend between the sweetness of peach and woody notes of Bourbon", the brand recommends serving its newest flavour neat or with soda water in a Highball cocktail. 

Nick Ganich, head of Beam Suntory Brands at Edrington-Beam Suntory UK, said: "We are delighted to launch this new liquid, which showcases the flavours of Southern America and allows drinkers to enjoy a taste of summer wherever they are.

"Jim Beam Peach joins our extensive range of flavoured Bourbon and gives us a great opportunity to appeal to a younger and wider audience with this trendy fresh fruit flavour." 

4 January 2021 - Bethany Whymark