Jim Beam Rye introduced to the UK on-trade

Drinks distributor Maxxium has introduced Jim Beam Rye to the UK on-trade in response to “growing demand for different styles of whiskey”.

Maxxium has launched Jim Beam Rye in the UK on-trade

Jim Beam Rye, which has already launched in the US, has been aged for four years in charred oak barrels and is made from 51% rye.

Described as a “complex straight rye whiskey” with flavours of nutmeg, cinnamon, apple and pepper, Jim Beam Rye is bottled at 40%.

“The thirst for good quality rye whiskey is at a record high and we feel that the time is right to fully introduce our very own Jim Beam Rye to the UK market,” said Eileen Livingston, Maxxium UK’s marketing controller for imported whiskey.

“We have received considerable interest in our brand and are excited to introduce the trade and consumers to another member of the Jim Beam family.”

According to Maxxium, Jim Beam Rye is being targeted towards existing rye drinkers and Bourbon fans looking to try something different. The spirit is also being promoted as a suitable component to an Old Fashioned or Manhattan cocktail.

Jim Beam Rye is available from leading wholesalers to the UK on-trade from this month. Its UK launch follows the US launch of barrel-aged Jack Daniel’s Rested Tennessee Rye.