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Jim Beam looks to drive bourbon category with new Rye and Maple varieties

Published:  31 July, 2014

Jim Beam is looking to drive the growing American whiskey market in the UK with the launch of two new additions: Jim Beam Rye; and Jim Beam Maple.

Jim Beam Rye is being specifically targeted at the on-trade and destination bars and will be available via leading national and regional wholesalers.

With an abv of 40% Jim Beam Rye is aged for four years in charred oak barrels. It carries notes of nutmeg, cinnamon, apple and pepper with a slightly sweet finish and is seen as an ideal ingredient for classic cocktails like Old Fashioned or Manhattan as well as being drunk neat or on the rocks.

The Maple variety claims to be the first of its kind in the UK on and off-trade. The limited edition Jim Beam Maple is made from four year-old Jim Beam bourbon whiskey, slowly infused with maple, before being bottled at 35% abv. It has a RRP of £19.00.

Jim Beam Rye is seen as a bourbon to drink neat or to combine with classic cocktails like Old Fashioned.

Both brands are distributed by Maxxium UK and follow on from the premium Jim Beam Signature Craft which was introduced earlier in the year.

Eileen Livingston, Maxxium UK's marketing controller, said the introduction of the Maple variety follows on from the success of Jim Beam Honey and she hopes it will help "stir up fresh interest and broaden the appeal of bourbon amongst young adults who may not have previously considered bourbon".