The premium innovation, which is a permanent addition to the portfolio, is a new take on Jim Beam Kentucky Straight Bourbon crafted by maturing the signature whiskey in two different American oak barrels.
The expression is first matured in new charred American white oak barrels, as with all Jim Beam Kentucky Straight Bourbon, and then it is transferred into a second freshly charred oak barrel for a further period of ageing. The twice-barrelled production process allows the product to have greater contact with the wood, drawing out exceptional and perfectly balanced depths, according to the company.
The result is a whiskey which is intense in flavour yet smooth in taste. It is described as having aromas of vanilla and hints of toasted wood, leading into deep char and oak flavours with rich caramel and toffee notes.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh, said: “We continue to Make History this year with Jim Beam as we introduce Jim Beam Double Oak, the latest expression in the portfolio to reinforce our heritage and expertise dating back to 1795.
“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.”
The 43% abv Jim Beam Double Oak is 43% ABV has an rrp of £27.99.
The launch is being supported with a new TVC and digital campaign, including Facebook teasers.