Jim Beam finds UK ripe for rye

20th June, 2014 by Gabriel Stone

Jim Beam is set to introduce its rye expression to the UK in response to growing demand for different styles of American whiskey.

JB Rye hi-resBottled at 40% abv, Jim Beam Rye is aged for four years in charred oak barrels to create a character that the producer described as “spicy, bold and full of flavour.” It carries an RRP of £24 per 700ml bottle.

Launching into the on-trade this month, distributor Maxxium UK is positioning the expression as ideal for drinking either neat, over ice or as a twist for traditional Bourbon-based cocktails such as the Old Fashioned and Manhattan. In addition to appealing to existing rye drinkers, the brand is hoping to recruit a new base of whisky enthusiasts on the hunt for something different.

As reported by the drinks business, sales of American whiskey, in particular Bourbon, are riding high in London on the back of a recent surge in American-themed restaurants such as The Lockhart, Jackson & Rye and a wave of upmarket steak houses.

The launch of Jim Beam Rye follows the brand’s introduction of a 12-year-old Bourbon into the UK market earlier this year.

“The thirst for good quality rye whiskey is at a record high and we feel that the time is right to fully introduce our very own Jim Beam Rye to the UK market,” commented Eileen Livingston, marketing controller for imported whiskey at Maxxium UK.

“We have received considerable interest in our brand and are excited to introduce the trade and consumers to another member of the Jim Beam family.”

2014 has been a transformative year for Jim Beam’s parent company, which was recently bought for $16 billion by Japanese firm Suntory to create Beam Suntory Inc, the world’s third largest drinks group.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Editorial Assistant

Wine List Confidential
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more