Pick of the Launches

09 June, 2016

Here is the pick of the launches from last month, as featured in Drinks International Magazine June edition.

Jim Beam Double Oak


Brand owner Beam Suntory

RRP £27.99, €35, US$40

Markets Europe and Russia, then US later in the year

Contact c.harris@lime-pr.co.uk

Jim Beam Double Oak (43% abv) is matured in new charred American white oak barrels before being transferred into a second freshly charred oak barrel for further ageing. The twice-barrelled production process allows the product to have greater contact with the wood.

The result is described as: “A whiskey intense in flavour yet smooth in taste, which can be enjoyed on the rocks or in a Double Oak Fashioned. Drinkers will discover 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.”

Maxxium UK’s marketing controller for imported whiskey, Janice McIntosh, said: “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.”

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Nick Strangeway

Bar food's blurred lines

Once upon a time pubs and bars were somewhere you went with the sole purpose of getting pissed and there wasn’t a knife and fork in sight, just a packet of dry roasted nuts.