Beam introduces small-batch Bourbon collection to UK
Baker’s, Booker’s and Basil Hayden’s Bourbons will be made available in the UK on-trade from 1 May through Maxxium UK, as the group seeks to “capitalise on the growth of US whiskey and offer something special to the growing contingent of American whiskey enthusiasts”.
The three expressions have been given a slight makeover for their UK debut, and all three now come presented in a unified bottle shape that “ensures the collection is easily identifiable on shelf and in bar”.
Janice McIntosh, marketing controller for imported whiskey at Maxxium UK, said: “Jim Beam’s small batch Bourbons will appeal to Bourbon connoisseurs and consumers interested in exploring premium dark spirits.
“The collection offers three unique Bourbons which embody the Make History philosophy, perfectly displaying the wealth of history and craftsmanship in Jim Beam Bourbons.”
Baker’s is created using a secret “jug yeast” recipe that has been used by the Beam family for more than six generations. The whiskey is aged for seven years and bottled at 53.5% abv. It carries an RRP of £53.99.
Booker’s was created by master distiller Booker Noe, Jim Beam’s grandson, for his own personal use. The commercial expression, which is around six to eight years old, is bottled in the same way – at cask strength and without filtration. It carries an RRP of £63.99.
Finally, Basil Hayden’s features a higher rye content for a peppery flavour, and is bottled at 40% abv. It carries an RRP of £41.99.
The three expressions were unveiled this week at the Jim Beam Crafthouse, a pop-up experiential event showcasing Beam’s super-premium whiskey portfolio, including Knob Creek, Jim Beam Signature Craft, and Maker’s 46.
Running from 23-24 April, the Crafthouse gave visitors an opportunity to experience the new additions to the UK portfolio, as well as meet Bill Samuels Jr, president of Maker’s Mark, and Kevin Smith, VP of Kentucky Beam Bourbon Affairs.