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Beam launches single barrel programme for consumers
Fans of Jim Beam and its many products can now select their own private barrel at the brand’s distillery in Clermont, Kentucky.
Suntory Global Spirits has formed the Beam Private Barrel Club, a community of whiskey fans who, for the first time, can buy and personalise their own single barrel directly from the distillery.
Knob Creek will be initially featured in the programme, which will allow members to select a barrel of Bourbon or rye for their exclusive enjoyment.
“The Beam Private Barrel Club is something we’ve been working on for years – even decades now,” Freddie Noe, eighth-generation master distiller, said.
“As we celebrate the 230th year of Jacob Beam selling his first barrel, we want to commemorate this milestone by further welcoming whiskey lovers into our family, offering members the ability to own a barrel, exclusively their own. As the sign says, ‘come as friends, leave as family’, and the new Beam Private Barrel Club does just that.”
During the selection process, consumers will be able to head deep into the rackhouses at Beam’s Clermont campus, where they will serve as master blender for the day, exploring the nuances of single barrels and the individual characteristics that single barrels gain through differences in location and other environmental factors. Individuals, clubs, families, or friends can become official members of the Beam Private Barrel Club by requesting a booking via a link.
Once registered, club members will be contacted by a legacy ambassador who will confirm the club experience and be the point of contact for barrel selection. On the day of the selection, the legacy ambassador will guide guests through a behind-the-scenes private tour of the distilling campus, including a stop at the Fred B Noe Distillery, where they will learn about the storied history of the Beam Family and its production practices.
Following the tour, the group will be led to a rackhouse to taste a selection of single barrel Bourbons or ryes. After the tasting, guests will select their favourite barrel, which will then be put aside for bottling.
Each barrel will enter exclusive bottles with a personalised label that can feature up to 41 characters. Members will be given bottling and collection dates by the legacy ambassador and will receive updates on the status of the selected barrel.
Bottling will take 90 to 120 days from selection, and members must pick up their cases in person and purchase the whole barrel.
The selection process can accommodate up to eight guests per group. Pricing will vary depending on yield, with each barrel priced on a pre-bottle basis. The cost per bottle starts at US$60 with barrels typically yielding 100 to 175 bottles.
To reserve a barrel, a non-refundable deposit of US$1,000 is required at the time of booking. The deposit will be credited towards the final cost of the barrel.
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