Jim Beam to launch maple-infused Bourbon in UKBy Melita Kiely
Jim Beam is set to launch the first ever maple-infused Bourbon in the UK this month in a bid to recruit new consumers to the category.
Jim Beam Maple, which first launched in the US in September 2013, is a limited edition expression made using four-year-old Jim Beam Bourbon whiskey, slowly infused with maple to create “the perfect balance of sweet warm maple and Bourbon”.
The new edition has been aged in oak barrels and designed to be suitable for drinking neat or mixed in long serves.
“We are excited to expand our Jim Beam portfolio and create a further point of difference with this innovation,” said Eileen Livingstone, drinks distributor Maxxium UK’s marketing controller for imported whiskey.
“Jim Beam Honey was the first-to-market honey-infused Bourbon and now with Jim Beam Maple we will again stir up fresh interest and broaden the appeal of Bourbon amongst young adults who may not previously have considered Bourbon.”
Bottled at 35% abv, Jim Beam Maple has an RRP of £19.99.
Earlier this month, Jim Beam announced plans to build on its Signature Craft Bourbon line and explore the effect of grain on flavour.