Restaurant becomes first in Europe to acquire Jim Beam barrel

JW Steakhouse at London’s Grosvenor House has become the first retailer in Europe to acquire a full barrel of Jim Beam Single Barrel Bourbon.

The hotel’s beverage manager Karina Elias travelled to the Jim Beam American Stillhouse in Kentucky in April to select a barrel under the guidance of master distiller Fred Noe.

The personalised JW Steakhouse bottles of bourbon will be on display at The Bourbon Bar in the Park Lane hotel alongside the chosen barrel signed by Fred himself.

The restaurant’s drinks menu will feature tailor-made Jim Beam Single Barrel Bourbon cocktails and, to ensure the ultimate bourbon experience, head chef Julian Ward has created bespoke food pairings.

At 47.5%, the single-barrel bourbon is a smooth, rich whiskey selected from among the finest barrels of Jim Beam. Equivalent to 95 proof in the US, its ABV commemorates the first Jim Beam barrel dating in 1795.

Karina said: “Making history with Maxxium UK and Jim Beam to bring this one-of-a-kind bourbon to our bar has been a very special experience.

“I chose this barrel because of its bold flavours and rich colour that I know our customers will love. It is full-bodied and smooth with attributes of oak, vanilla and caramel.

“I am really looking forward to sharing our unique story and this distinctive quality Jim Beam Bourbon with our customers over the coming weeks.”

Jim Beam launched a global campaign under the banner of Make History this year, featuring actor Mila Kunis as its spokesperson. Make History inspires consumers to make their own mark in history the same way Jim Beam has in its very own 219-year history. Throughout the year, Jim Beam will continue to mark milestones with initiatives big and small.

Maxxium UK’s marketing controller for imported whiskey Eileen Livingston said: “This is an exciting project and one which will delight London’s bourbon fans.

“This embodies the sentiment behind our Make History campaign as not only is it the first time a single barrel of Jim Beam has been made available outside of the US, it is also the first time we have worked with a customer to provide a bespoke bourbon.”

As part of the Make History campaign, Jim Beam has also launched Shake History, a competition that invites top bartender teams across the UK to create a unique Jim Beam cocktail representing their bar. The teams will compete in November for the chance to take their place in Jim Beam’s history.

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