Brand: Jim Beam
Travel retail exclusive: Yes
Launch: Beam Suntory is set to introduce premium bourbon Jim Beam Kentucky Dram. The limited-edition will be available exclusively in travel retail from July.
Details: Made with Kentucky straight bourbon whisky, blended with a touch of Highland Scotch, Jim Beam Kentucky Dram (abv 40%) is said to provide a smoky, vanilla taste.
 |  |
Beam says it is committed to growing the bourbon category | |
Housed in a premium gift tin, the bottle’s label tells the story of T. Jeremiah Beam who took over the family business in 1943.
Comment: Beam Suntory Marketing Director Michael Cockram: “Bourbon is growing at a phenomenal rate across the globe and with our retail partners we are committed to building the category, focusing on premiumisation, enhancing the shopping experience and educating drinkers on bourbon’s heritage.
“The launch of this product will provide not only something unique for consumers in travel retail, but also elevate bourbon by inviting consumers who already enjoy it to explore the category at a higher level.”
*For an interview with Beam Suntory Director, Global Travel Retail Asia Pacific Nick Detmold on the company’s drive to expand bourbons in Asia, click here.
