Beam Suntory has released new premium expression Jim Beam Double Oak, which Maxxium will introduce to the UK this month.
A permanent addition to Maxxium’s portfolio, Jim Beam Double Oak is a new take on Jim Beam Kentucky Straight Bourbon crafted by maturing the whiskey in not one, but two different American oak barrels.
The new 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. Maxxium says the twice-barrelled production process allows the product to have greater contact with the wood, “drawing out exceptional and perfectly balanced depths”.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh, said: “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.”
In line with the introduction of the new packaging rolling out across the entire Jim Beam portfolio globally this year, Jim Beam Double Oak is presented in a new bottle featuring glass embossing and engraving, as well as textured labelling and foiling.
The launch will be fully supported with a new TV ad and digital campaign.
Jim Beam Double Oak has an abv of 43% and an rrp of £27.99.
