Beam continues ‘Bourbon Legends’ rollout with UK workshops

Beam Suntory has got its “Bourbon Legends” campaign underway in the UK with a series of educational masterclasses for bartenders featuring the Jim Beam Small Batch Collection.

The “sensory” masterclass includes a MIXXIT-led tutored tasting of the four brands – Knob Creek, Basil Hayden’s, Booker’s and Baker’s.

SB joined the masterclass’ London Leg this week, which was held at Satan’s Whiskers in Bethnal Green. A second is scheduled to take place in Manchester on 8 September.

MIxxit educator Amanda Humphrey explained the history of each brand, before leading the tasting session. Each Bourbon was presented alongside a range of foods and aromas to bring the tasting notes to life.

A cocktail showcase then demonstrated how each product could be used to create a range of serves.

Around 40 bartenders attended the London event, with the MIXXIT team hoping another 40 will come along to the Manchester leg.

Earlier this month, Beam Suntory introduced the Bourbon Legends campaign with a multi-sensory activity at Frankfurt Airport with Gebr. Heinemann.