Jim Beam Signature Craft 12-Year bourbon set for UK launch

By Gemma McKenna

Published: 19 February, 2014

Jim Beam is expanding its ultra premium whiskey selection in the UK with the launch of its Signature Craft 12-Year expression through Maxxium UK.

JB Signature Craft 12-Year Jim BeamMaxxium UK is launching the Jim Beam Signature Craft 12-Year to premium on-trade accounts first.

Aged for 12 years and bottled at 43% abv, the long ageing process results in a deep rich amber coloured bourbon which is full bodied, with sweet vanilla notes and rich and robust oak flavours.

Following the successful launches of Jim Beam's Red Stag, Honey and Devil's Cut expressions, the latest small batch bourbon is available in the UK initially to selected premium on-trade accounts.

Maxxium UK's marketing controller for imported whiskey, Eileen Livingston, said: "It's an exciting time to be introducing this ultra-premium bourbon in the UK. Interest in the category is at an all-time high and the launch of Jim Beam Signature Craft 12-Year allows our consumers to explore a small batch bourbon created by a brand they love and trust. This handcrafted bourbon brings something new to the world of small batch bourbons and showcases Jim Beam's signature production process."

Last month Japan's Suntory bought Beam Inc for £9.7 billion ($16 billion), making it the world's third largest spirits company. The company also recently brought in actress Mila Kunis to be the face of the brand.

Beam Inc employs 3,200 people worldwide and in 2013 had a turnover of $2.55 billion (excluding excise taxes), selling 37 million 9-litre equivalent cases.

Maxxium UK is part of the global sales and distribution alliance between Beam Inc and Edrington Group. Its UK portfolio includes the Famous Grouse, Highland Park and the Glenrothes, Maker's Mark, Courvoisier and Stolichnaya vodka.

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