The premium bourbon brand has crafted a new take on Kentucky Straight Bourbon by maturing its signature whiskey in not one but two American oak barrels.
Double Oak is the latest premium expression to be created by Jim Beam’s seventh generation Master Distiller, Fred Noe. “My family has been making history and producing bourbon for more than 200 years,” said Noe.
“Throughout the decades, we have always enjoyed pushing boundaries and innovating while also staying true to our family’s traditions. Jim Beam Double Oak is the latest example of this.”
In line with the introduction of the new Jim Beam packaging rolling out across the entire range globally in 2016, Jim Beam Double Oak is presented in a new bottle that comes in an Australian-exclusive Jim Beam Double Oak gift box.
Distributed in Australia exclusively by Coca-Cola Amatil, the first bottles of Double Oak hit shelves this week (ABV 43%, RRP $59.99). The launch will be supported in on and off premise by a package of point of sale and visibility items, in store sampling campaigns, incentive programs and key retailer catalogue support.
“More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, we share our customers’ excitement at the arrival of this new expression that further reinforces the strength of our premium spirits portfolio,” said Shane Richardson, CCA’s Managing Director of Alcohol & Coffe