The progressive drinks giant that is Beam Suntory with Coca-Cola Amatil has announced Jim Beam Double Oak as part of its permanent line-up and push on ‘super-premium’ bourbon.
Beam and Suntory teamed up in 2014 to create a new force in American and Japanese bourbon and whisky. Last year Beam Suntory inked a deal for Coca-Cola Amatil (CCA) to exclusively distribute its entire range, including the top-selling Jim Beam Bourbon.
The collaboration recognises the changing face of global drinking and is lifting the premium association for its market leader Jim Beam, rolling out new packaging for its entire range this year.
The new permanent Jim Beam Double Oak is a further move toward premiumisation and the changing market.
“More than ever before, consumers are searching for brands with genuine provenance and craftsmanship,” says CCA managing director of alcohol & coffee, Shane Richardson.
“The super-premium bourbon category is under-developed versus Scotch whisky*. Jim Beam Double Oak offers a premium option for consumers and trade looking for a whisky of exceptional quality and intense flavour from a world-renowned brand.”
To be classed as Kentucky Straight Bourbon, a corn-mash whisky must be both made within Kentucky, USA, and be aged in new, charred barrels made from American white oak.
The oak imparts flavours and character to the liquid over time, and refines and balances impurities.
Double Oak follows this practise twice, with consecutive virgin barrels, to provide even greater contact with the medicinal timber and thus greater refinement of the bourbon.
The 43 per cent ABV Jim Beam Double Oak will be available from 12 July. It will come in a distinctive bottle inspired by the new packaging, with embossed and engraved glass and textured labelling and foiling.
Its launch will be supported on-premise by a range of POS and visibility collateral.
*Aztec MAT to 15/04/16