Jim Beam to release Bourbon ‘infused’ with Scotch whiskyBy Becky Paskin
Beam Suntory has blended Bourbon with Scotch whisky to create a new hybrid whisky offer named Jim Beam Kentucky Dram.
The new innovation from the US whisky group will be released as a travel retail exclusive come June 2015.
Jim Beam Kentucky Dram is described as a “premium Bourbon infused with Highland Scotch whisky”, which is bottled at 40% abv in one-litre bottles.
It is thought Kentucky Dram is the first product to combine Bourbon and Scotch whisky, and arrives after a string of hybrid spirit launches in recent months, including Grey Goose VX, Jinzu, Absolut Tune, Saar Gin and The One whisky.
Mariska van Beukering, marketing manager for Maxxium Travel Retail, told The Spirits Business: “Jim Beam Kentucky Dram is a premium Bourbon based on the legends which inspired Jacob Beam. This is the first of a new range, so each year we look forward to introducing something related to the legends that Jim Beam was created with.
“It’s all about trading up,” she added. “We have the Jim Beam Signature Craft as the premium one in the range and Kentucky Dram will just build on that.”
While Van Beukering couldn’t disclose the level of Scotch in the product, she remarked: “The Scotch definitely comes out in the taste”.
The expression will be rolled out through Beam Suntory’s bolstered travel retail arm, which will separate from Maxxium Travel Retail in Europe come 1 April.
“We see growth for Jim Beam being tremendous with the line extensions we have for the flavours, which are building on the brand more and more. We see now consumers are moving now into something authentic, a little bit different.”
It will be presented in a unique gift box with the neck of the bottle poking out the top.
Jim Beam Kentucky Dram will retail for E34.99.