Coca-Cola Amatil (CCA) has welcomed Jim Beam Double Oak as a new permanent addition to the Jim Beam range, available in Australia from 12 July.
The new product – a take on Kentucky Straight Bourbon made by maturing Jim Beam’s whiskey in two American oak barrels – has now been released in the Australian market, with an ABV of 43%.
The Double Oak launch will be supported in off- and on-premise with point of sale and visibility items, in-store campaigning and incentive programs.
In line with the new Jim Beam packaging roiling out across the whole range this year, Double Oak is presented in a new bottle with unique contours, glass embossing and engraving as well as textured labelling and foiling.
The new bourbon is first matured in new charred American white oak barrels – like all Kentucky Straight Bourbons from Jim Beam – before being transferred into a second charred oak barrel for a further period of ageing.
The twice-barrelled production process allows the product to have greater contact with the wood. The result is a whiskey intense in flavour yet smooth in taste, which can be served on the rocks or mixed. 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.
“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 & coffee.
“Jim Beam Double Oak offers a premium option for consumers and trade looking for a whiskey of exceptional quality and intense flavour from a world-renowned brand.”
