News 231
Jim Beam bourbon announces first-ever global packaging redesign
29 February 2016: Jim Beam®, the world’s No.1 bourbon, has undergone a transformation with all-new global packaging, marking the first time significant changes have been made to the brand in decades. As of mid-2016, the Jim Beam portfolio will have a unified, premium look in more than 100 markets around the world. Maxxium UK is rolling out the new packs from March, beginning with Jim Beam Bourbon followed by Jim Beam flavours, including Jim Beam Apple, Jim Beam Honey, Jim Beam Maple and Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.
This global packaging upgrade comes two years after the launch of Make History®, the first global marketing campaign for the iconic American brand, which traces its history to 1795. The updated bottle and exterior styling will better represent the premium bourbon inside, which is not changing and still follows the same Jim Beam family recipe used during the past two centuries. This redesign will contemporise the Jim Beam brand while celebrating its rich heritage at a time when American Whiskey is performing at +9.6% MAT volume in the UK.
The new Jim Beam bottle has a bolder structure with a clean label design featuring premium finishes, refreshed distiller portraits and a refined “rosette” logo, harmonising the flavoured product range. Jim Beam Devil’s Cut and Jim Beam Rye feature a bolder, more rectangular bottle structure with premium label enhancements, including extra fine detailing, crafted borders, real gold foil finishes, refined embossing and matte paper stock. It also includes a matte finished shrink sleeve along the closure.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh, says: “We are continuing to Make History in 2016 with the launch of Jim Beam’s new, unified, premium packaging that reflects the quality and heritage that goes into every bottle.
“In the UK, Jim Beam is performing strongly with volume sales of the portfolio +10.2% MAT. The new packaging design comes at the perfect time for the brand as more consumers continue to discover Jim Beam, helping to grow the bourbon category. The new packs support our customers as they take advantage of the bourbon boom and meet shopper demand for premium, quality brands with heritage.”
Seventh Generation Master Distiller and Jim Beam’s Great-Grandson, Fred Noe: “This represents another historic milestone in my family’s history. I’ve always been proud to see the faces of every Beam Master Distiller displayed on Jim Beam bottles across the world and these bottles feel even better in my hands when pouring this fine bourbon.”
The new packaging for the Jim Beam portfolio will be available on shelves from April in the UK. This includes Jim Beam Bourbon, Jim Beam Apple, Jim Beam Honey, Jim Beam Maple, Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.
As an ongoing evolution of Jim Beam’s successful Make History campaign, the premium packaging launch is being supported with in-store point of sale showcasing the upgraded bottles and advertising featuring global brand partner, Mila Kunis.
Additional packaging imagery and information is featured on the Jim Beam Twitter page @JimBeamUK.
For more information, please contact: Jennifer Cirillo or Simone Harvey
e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
The Sixth Annual Nth Whisky Experience – Celebrating six years of the world’s first luxury whisky show
Universal Whisky Experience is celebrating its Sixth Annual Show in 2016. Established in the summer of 2010 by the renowned whisky collector and connoisseur Mahesh Patel.
His sole aim was to provide the World’s most exclusive and luxurious whisky tasting experiences. Starting in 2010 as a 2-day show, this ultimate whisky experience is now a 4-day affair.
At the Encore at Wynn Las Vegas | March 2-5th 2016
www.universalwhiskyexperience.com
Promote with Malt Marketing in 2016 in our whisky shops, bars and distilleries directory
As we enter into a new year, as always Malt Marketing will be going through further development and expansion, not least with the re-launch of the site in 2016 with some exciting new developments. That said, why not take the opportunity now to feature your whisky shop, bar or distillery in our be-spoke whisky directory. With basic and premium listings available, we ensure more than just your business name is featured. With options for up to a 1000 word + description as well as photo galleries available, we ensure your business is presented in the best way possible.
For further information on directory listing and banner ad opportunities, contact:
INDULGE IN THE FESTIVE FLAVOURS OF BOWMORE ® 15 YEARS OLD ‘DARKEST’ WITH A WINTER WARMING DRAM OR PERFECTLY PAIRED WITH HOT CHOCOLATE
Bowmore ® 15 Years Old ‘Darkest’ is available from whisky specialists
£53.99 | ABV 43% | 700ml
TOAST THE FESTIVE SEASON
This winter, embrace the icy cold of the darker months thawed by a dram of the world-acclaimed ‘Darkest’ whisky created by the oldest distillery on the isle of Islay, located off the west coast of Scotland. Having been matured in ex-bourbon casks in the cool cellars of the legendary Bowmore No.1 Vaults, this precious whisky has spent its final 3 years in Oloroso sherry casks to give its signature darkest colour and warming finish, with a flavour profile of treacle toffee, hazelnuts and figs that perfectly matches the festive notes of the season.
NOTES OF WINTER
With Bowmore® 15 Years Old ‘Darkest’ Islay Single Malt Scotch Whisky, breathe in seasonal notes of rich dried fruits, dark chocolate, and a hint of Bowmore® whisky’s signature smokiness before the palate is enveloped with the merry taste of toffee, raisins and gentle smoke leading the way to a deliciously rich centre that is befitting for all yuletide celebrations. Finally savour its robust and complex finish with a hint of sherry for a taste evocative of festive fruitcake in a glass.
A WARMING RECIPE
On the ink-black nights of winter create a luxurious serve with Bowmore® 15 Years Old ‘Darkest’ with a simple twist on the classic homemade hot chocolate. The rich and intoxicating scent of cocoa beans lends a subtle fruitiness that is perfectly complemented by the tell-tale wisp of Islay peat and the sun-dried fruit aromas of Bowmore 15 Years Old ‘Darkest’. With the perfect balance of whisky, chocolate and hot milk this is a real treat for whisky and chocolate lovers alike. Whether sipped alone or shared in a hot chocolate, Bowmore® 15 Years Old ‘Darkest’ is the ultimate winter whisky for the longer months of wintertide, described as ‘faultless’ by whisky legend Jim Murray.
Ingredients
50ml Bowmore® 15 Years Old ‘Darkest’ Islay Single Malt Scotch Whisky
15ml cherry liqueur
10ml cinnamon syrup
250ml whole milk
11 grams hot chocolate
1 cinnamon stick
Method
1. Warm milk in a pan and mix with hot chocolate straight in a mug
2. Add Bowmore® 15 Years Old ‘Darkest’ and the rest of the ingredients; stir together
3. Garnish with a cinnamon stick and a dusting of cocoa powder
#sharebowmore
PEATED MALTS OF DISTINCTION – AN UNRIVALLED SMOKY GIFT THIS CHRISTMAS
Ahead of the key festive season, Maxxium UK has unveiled the Peated Malts of Distinction gift pack which features each whisky from the Beam Suntory portfolio – The Ardmore Legacy, Connemara Original, Bowmore Small Batch and Laphroaig Select – united in one box set for the first time.
Each expression comes as a 50ml bottle and is inserted in an eye-catching box which feature a traditionally cut peat block and also includes a mini-booklet explaining the traditional peated whisky process and the variety of peat flavours present in the range. Launching this month at specialist whisky retailers in the UK, it is aimed at both whisky enthusiasts and consumers looking to explore a unique set of flavour profiles.
Peter Sandstrom, Marketing Director at Maxxium UK said: “The peated malts category is showing strong growth and as distributors of an unrivalled portfolio of peated malts in the UK we’re in a unique position where we can offer customers a variety of taste experiences. The Peated Malts of Distinction gift pack brings together a collection of peated malts for every palate, with each expression boasting its own unique and distinctive smoky flavour.
“From the lightly peated Highland single malt, The Ardmore, which is a perfect introduction to the peated malts category, to the iconic Laphroaig, which is often considered the archetypical Islay peated single malt, the gift pack will provide consumers with a unique taste journey through peated malts.”
Beam Suntory launched the Peated Malts of Distinction in 2014 in order to forge the company’s leading position in the Peated Malts category and educate both consumers and trade on the versatility and variety of taste profiles available.
Peated Malts of Distinction gift will retail at RRP 14.99 and is available at specialist whisky retailers including Royal Mile Whiskies, The Green Welly Stop and The Whisky Exchange.
For further information please contact: Gabrielle Roscamp or Laura Hutchinson at The BIG Partnership on 0131 557 5252
