Jim Beam launches its rye whiskey into the UK

Jim Beam Rye

Growing demand for American whiskeys and its spicier rye styles has led to the introduction of Jim Beam Rye in the UK.

Jim Beam’s distributor Maxxium UK is making the whiskey available via leading wholesalers to the on-trade from this month after much anticipation in the industry.

Bottled at 40% ABV, Jim Beam Rye uses a mash bill of 51% rye and is aged for four years in charred oak barrels, making it a complex straight rye whiskey that is spicy, bold and full of flavour.

It is copper in colour with notes of nutmeg, cinnamon, apple and pepper and a slightly sweet finish on the palate.

Jim Beam Rye can be enjoyed neat, on the rocks, or as a base to a number of key whiskey cocktails such as a Rye Old Fashioned or a Rye Manhattan.

As well as being aimed at existing rye drinkers, it is aimed at whiskey enthusiasts who enjoy trying something different. It is already one of the biggest-selling rye whiskeys in the US where it is nicknamed “Yellow Label”.

Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston, said: “The thirst for good-quality rye whiskey is at a record high and we feel that the time is right to fully introduce our very own Jim Beam Rye to the UK market.

“We have received considerable interest in our brand and are excited to introduce the trade and consumers to another member of the Jim Beam family.”

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