Maxxium UK launches Jim Beam Double Oak

By Jo Gilbert

Published: 21 April, 2016

Iconic US Bourbon Jim Beam has released the Jim Beam Double Oak, which is being launched into the UK later this month.

The Double Oak is a new take on Jim Beam Kentucky Straight Bourbon and is crafted by maturing the whiskey in two different American oak barrels as opposed to Sherry casks.

The drink comes from Beam Suntory, the world's third-largest premium spirits company, and will be launched into the UK by Maxxium UK.

This twice-barreled production process involves maturing the whiskey in new charred American white oak barrels - as with all Jim Beam Kentucky Straight Bourbon - before being transferred into a second freshly charred oak barrel for a further period of ageing.

Jim Beam's 7^th generation master distiller Fred Noe said: "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."

Last month, the brand launched a global packaging redesign.

It is the first time the brand's identity has been refreshed for decades to give the brand a "united, premium identity".

American whiskey is booming across the world and in the UK, posted 9.6% growth year on year.

Jim Beam is outperforming the category, with volume sales of the portfolio up 10.2%.

"More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, so we are excited to build on an exceptional portfolio with Jim Beam Double Oak and provide our customers with something new and innovative to maximise sales," Janice McIntosh, Maxxium UK's marketing controller for imported whiskey, said.

Jim Beam Double Oak has an ABV of 43% ABV and an RRP of £27.99.

Printer friendly version