• Jim Beam Double Oak Old Fashioned
  • Adam Harris

Jim Beam launches new bourbon, marketing campaign in Thailand

lifestyle March 21, 2017 10:25

By The Nation



 Adam Harris, Bour-Bon Vivant and American Whiskey Ambassador for Beam Suntory, was recently in Southeast Asia for the first time to launch “Jim Beam Double Oak”, a permanent addition to the Jim Beam brand. With the new premium alcohol, Jim Beam has issued a new take on Kentucky straight bourbon by maturing its signature whiskey in two oak barrels.

The whiskey is first matured in new charred American white oak barrels – as with all Kentucky straight bourbons from Jim Beam – before being transferred into a second charred oak barrel for a further period of ageing.

According to Harris, the twice-barrelled production process allows the product to have greater contact with the wood, drawing out perfectly balanced depths. The result is a whiskey that is intense in flavour yet smooth in taste, which can be enjoyed on the rocks or straight. 

The finish is balanced with a distinct spiced oakiness lingering on the palate.

Jim Beam has announced a new global packaging redesign, marking the first time significant changes have been made to the Jim Beam bourbon bottle in decades. Starting mid-2016, the entire Jim Beam line implemented a new, updated bottle and exterior styling to better represent bourbon inside, which is not changing and still follows the same Jim Beam family recipe used during the past two centuries. 

Packaging upgrades include new premium bottle structures; refreshed, more cleanly-designed labels with higher quality paper, real gold foil and matte finishes; refreshed distiller portraits and a refined “rosette” logo; and unique bottle closures for premium lines.