From mid-October the honey-infused bourbon will be rolled out across multiple grocers, independent specialists and luxury retail outlets.
Eileen Livingston, Maxxium UK’s marketing controller for imported whiskeys, said: “It has been extremely well received by consumers in the on-trade due to its authentic honey flavour.
“Availability in take-home will deliver even greater access to consumers who have an appetite for flavoured spirits and are looking to be inspired to try something new – particularly as we head into the Christmas season.”
And, referring to MAT Nielsen take home data to 18/8/12, she added: “We are recruiting new consumers into the brand whilst driving excitement around bourbon, evidenced by category-busting growth of 18% in the last year, versus total imported whisky, which grew by 3%.
“In the past 18 months alone, we have launched Red Stag by Jim Beam, the first ever cherry infused bourbon, Jim Beam Honey, the first ever honey-infused bourbon and most recently Devil’s Cut, a first-of-its-kind innovation for premium bourbon drinkers.”
Jim Beam Honey is made with four-year-old bourbon, infused with natural honey, and bottled at 35% abv.