Jim Beam to launch Double Oak expression
By Andy Young
Jim Beam has crafted a new expression of Kentucky straight bourbon, with the launch of Jim Beam Double Oak, which is being released in Australia as a permanent addition to the Jim Beam range.
Beam Suntory and Coca-Cola Amatil (CCA) have announced that the first bottles of Double Oak, which has been matured in not one but two American oak barrels, will hit Australian shelves from July 12. The launch will be supported in on- and off-premise by a package of point of sale and visibility items, in-store sampling campaigns, incentive programs and key retailer catalogue support.
Double Oak is the latest premium expression created by Jim Beam’s seventh generation Master Distiller, Fred Noe. “My family has been making history and producing bourbon for more than 200 years,” said Noe.
“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.”
As with all Jim Beam bourbon, Double Oak is first matured in new charred American white oak barrels, but the liquor is then transferred to a second charred oak barrel for further aging. This double-barrel process gives the bourbon greater contact with wood to help draw out more flavour. Jim Beam says that the result is “is a whiskey intense in flavour yet smooth in taste, which can be enjoyed on the rocks or in a Double Oak Fashioned.”
Shane Richardson, CCA’s managing director of alcohol and coffee said: “More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, we share our customers’ excitement at the arrival of this new expression that further reinforces the strength of our premium spirits portfolio.
“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 whiskey of exceptional quality and intense flavour from a world-renowned brand.”
Trent Chapman, Beam Suntory’s marketing director Oceania, added: “For seven generations now, Jim Beam has crafted every bottle of bourbon our way and we have continued to explore and innovate with new expressions worthy of the Jim Beam name. We are delighted to welcome Jim Beam Double Oak to the family and to share it with the world.”
Beam Suntory said that the whiskey promises “aromas of vanilla and hints of toasted wood that lead into deep char and oak flavours with rich caramel and toffee notes. The finish is notably balanced with a distinct spiced oakiness lingering on the palate.”
The 43 per cent ABV whiskey will be available through CCA from July 12 and comes with a $59.99 RRP.