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Beam Suntory releases Jim Beam Double Oak

Beam Suntory has launched Jim Beam Double Oak, a permanent addition to the Jim Beam line, into the global travel retail channel.

Beam Suntory has launched the new Jim Beam Double Oak expression into global travel retail
Beam Suntory has launched the new Jim Beam Double Oak expression into global travel retail

The Kentucky Straight Bourbon was first matured in new charred American white oak barrels, before being transferred into a second charred oak barrel for a further period of ageing.

According to Beam Suntory, the twice-barrelled production process draws out “perfectly balanced depths” due to the greater contact with the wood.

Given nosing tasting notes include vanilla, toasted wood, caramel and toffee.

According to IWSR figures, the global Bourbon category continues to grow and is outpacing standard whisky (2010-2014 CAGR Total Bourbon/Standard Bourbon, 7.4% vs. Total Standard Whisky, 2.0%). Beam Suntory says Jim Beam Double Oak offers a “premium option” for consumers and trade looking for a whiskey of quality from a “trusted and world-renowned brand”.

“Over the last seven generations, we have demonstrated our commitment to innovation through the creation of new expressions worthy of the Jim Beam name,” said Michael Cockram, global marketing director, travel Retail at Beam Suntory.

“The release of Jim Beam Double Oak is our most recent edition to the Jim Beam family and we’re excited to share it with the world.”

Fred Noe, Jim Beam’s seventh-generation master distiller, added: “My family has been making history and producing bourbon for more than 200 years.

“Throughout the decades, we have always enjoyed pushing boundaries and innovating while also staying true to our family’s traditions. Jim Beam Double Oak is the latest example of this.”

In line with Jim Beam’s recent global packaging redesign, Jim Beam Double Oak is presented in a contoured, engraved and embossed bottle with a textured, foiled label.

Jim Beam Double Oak is bottled at 43% abv will launch in a 1-litre format in July and exclusively through Gebr. Heinemann in European Travel Retail. The product carries an RRP of €26.50 and will be available with a GWP bag.

Other Jim Beam Double Oak formats will be rolled out in domestic markets soon.

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