Double take for bourbon

Spirits firm Beam Suntory has extended its Jim Beam bourbon range in time for summer with the release of Jim Beam Double Oak.

Bottled at 43% ABV, the new variant is described as a whiskey which is “intense in flavour yet smooth in taste” with “aromas of vanilla and hints of toasted wood”.
Jim Beam Double Oak is matured in two different American oak barrels — firstly in American white oak barrels, before then being transferred into a second “freshly charred” oak barrel to allow for a further period of maturation.
Jim Beam’s master distiller Fred Noe said: “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.”
Janice McIntosh of Maxxium UK, distributor of Jim Beam in the Scottish on-trade, said the new variant reinforces the heritage of the Jim Beam brand. “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,” she said.
The launch is being supported by a digital marketing campaign.