Maxxium UK is launching Jim Beam’s® Make History™ bartender challenge, “Shake History,” welcoming contestants nationwide into the Jim Beam® Bourbon family and rewarding the winning team with a once-in-a-lifetime opportunity to make their own history in Kentucky and meet Jim Beam’s seventh generation Master Distiller Fred Noe.
As Jim Beam, the world’s No. 1 selling bourbon, invites legal drinking age bourbon fans to “Come As Friends, and Leave As Family” in the next chapter of the global Make History™ campaign, the winners will travel to the Jim Beam® American Stillhouse in Clermont, Kentucky and make history in the home of the world’s number one bourbon.
Bar teams of three or four can enter by submitting an original, inspirational Jim Beam cocktail that they feel is worthy of making history and represents the personality and style of their bar. Successful teams will be judged based on speed, accuracy and creativity through a series of unique and sensory challenges that will take place in a fun and fast-paced final this autumn in London.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “Our Make History campaign marks an exciting time for Jim Beam. To celebrate those who have helped bring this brand to life in the on-trade, we’ve created a unique competition that will reward the winning team with a trip to Kentucky and the opportunity for them to make history.
“Bourbon is thriving in the UK and Shake History celebrates the growth of the category and our brand while inspiring bartenders to make history with Jim Beam.”
The competition is open to all bars that stock Jim Beam. Bar teams can enter online or contact their Maxxium UK representative.
For more information, please contact: Jennifer Cirillo or Simone Harvey
The Macallan single malt whisky, distributed by Maxxium UK, has reported strong consumer engagement and sampling figures after the launch of The Macallan Lifestyle Lounge experience in the windows of Harrods. The luxury whisky brand took over windows five and six on Brompton Road from 2nd – 10th July and created a gentleman’s lounge in the window display of the world’s most famous luxury department store. The sampling activity kicked off with an exclusive event showcasing some essential skills every gentleman should master led by Maxxium’s Mixxit team; including a master class by Wayne Collins in the art of creating a classic whisky cocktail, The Macallan Old Fashioned, and a tutored session from David Miles on how to expertly nose and taste a whisky. The space was created to celebrate the award winning The Macallan 1824 Series, with over 1,000 consumers sampling the Series’ four expressions; Gold, Amber, Sienna and Ruby over the course of nine days.
Consumers explored the whiskies via style pillars, each perfectly designed to represent the four single malts through the world of fashion, grooming and lifestyle. To complete the experience The Refinery, London’s luxury Grooming Emporium for men, was on hand to offer complimentary treatments such as wet shaves, hairstyling and massages. Peter Sandstrom, Marketing Director at Maxxium UK, commented: “We wanted to create an experience for consumers to engage with The Macallan in a very different environment and one that reflected the brand’s luxury credentials. With Harrods as the perfect host, The Macallan Lifestyle Lounge achieved great stand out, intrigue and interaction with consumers passing through. With a high trial to conversion rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brand’s popularity and introduce new consumers to whisky. Venturing into the world of men’s lifestyle through The Macallan Lifestyle Lounge provided us with an excellent platform to do just that.” www.themacallan.com l www.twitter.com/The_Macallan l www.facebook.com/TheMacallan l www.instagram.com/the_macallan www.drinkaware.co.uk Issued by The BIG Partnership. For more information please contact Laura Hutchinson/Stephanie Sarafilovic at email@example.comfirstname.lastname@example.org or 0131 557 5252
With the summer season now very much into full swing, allow Malt Marketing to help bring increased consumer and brand awareness to your whisky/whisk(ey) shop, bar/hotel or distillery by listing in our bespoke whisky directory. All listings automatically list in our Malt Marketing app directory, ideal for remote access. With our premium listing service, why not showcase your business with an entire page dedicated just to you. Host ample text outlining your business as well as up to 7 photographs, product lists, menus or whatever other information you feel best sells your business. For more information, contact: email@example.com
Whether you’re specialising in only the finest hard to find single malt whiskies tailored to a niche consumer group, or offering a broad range of spirits, Malt Marketing, can through a variety of means help develop the online profile of your business thereby ensuring increased awareness for your business. Should you be a specialised premium whisky shop, a 5* Highland retreat or a Michelin Star restaurant, Malt Marketing’s focus of matching consumer with service is sure to be of assistance as you build your own business brand profile.
As the official whisky provider to the Glasgow 2014 Commonwealth Games, The Famous Grouse has released a limited-edition single malt to mark its sponsorship of this momentous sporting event.
This special bottling will see the release of just 1,800 bottles of Glenturret 1986 Cask Strength single malt whisky, making this a true collector’s edition.
The Glenturret single malt is one of the core ingredients of Scotland’s favourite whisky and is made at Glenturret Distillery, the home of The Famous Grouse Experience. Commenting on why he handpicked this particular single malt whisky Gordon Motion, the Master Blender, said:
“We are extremely proud to be the Official Whisky of Glasgow 2014 and wanted to mark this momentous occasion with what we do best – whisky.
When deliberating what to release it became apparent that Glenturret 1986 was the ideal choice and very timely. Glenturret is not only integral to The Famous Grouse blend but this particular batch was laid down to age in oak casks 28 years ago, the very year when the Commonwealth Games last visited the home of Scotch whisky.
This exceptional whisky gives off notes of fresh mango and passion fruit to nose with sweet honeycomb and ripe melon to taste.
So why not, pour a dram, raise a toast to Glasgow 2014 and be part of something famous.”
This deluxe 28 year old single malt whisky will be presented in a bespoke gift box that tells the story behind the whisky and its connection to the Commonwealth Games and will be available from high-end specialist retailers priced at £150 (RRP).
The whisky brand’s sponsorship of the Commonwealth Games builds on their strong sporting links, working with the Scottish Rugby Union (SRU) as their official whisky partner for over 24 years. More recently it announced its sister brand, Ginger Grouse, as the Official Pint Partner of endurance race, Tough Mudder.
The Famous Grouse limited edition Commonwealth Games whisky is available from mid-July. Like us on Facebook to find out stockists facebook/thefamousgrouseuk. It is also available to purchase from www.thefamousgrouse.com.
The Famous Grouse (www.thefamousgrouse.com)
• The Famous Grouse is the no. 1 whisky in Scotland and no. 4 standard blended whisky worldwide (IWSR data 2012).
• The Famous Grouse has been the best selling whisky in Scotland since 1980.
• The Famous Grouse is exported to over 100 countries.
• Created in 1896 by founder Matthew Gloag, it was originally called The Grouse Brand.
• The brand became so popular that on August 12th 1905 it was renamed The Famous Grouse.
• The Famous Grouse Experience is located at Scotland’s oldest working distillery – Glenturret. Originally established as a single malt distillery in 1775, today The Famous Grouse Experience is the most visited distillery in Scotland.(www.thefamousgrouse.com/experience)
For further information, interviews or photography re: The Famous Grouse please contact: Mhairi De Luca / Ruth Minto, The BIG Partnership Tel: 0131 557 5252 / Email: Mhairi.firstname.lastname@example.org / email@example.com
14 July 2014: Maxxium UK is introducing further innovation into the American whiskey category and reinforcing Jim Beam’s market leadership status with the launch of the first ever maple-infused bourbon in the UK.
Launching this month is limited edition Jim Beam® Maple, an innovation that will drive the appeal and accessibility of bourbon, recruiting new consumers to the category.
Jim Beam Maple is made with 4yr old Jim Beam bourbon whiskey, slowly infused with maple to produce the perfect balance of sweet warm maple and bourbon. Bottled at 35% ABV with a retail price of £19.99, Jim Beam® Maple is aged in oak barrels and is perfect on its own, chilled or mixed in long serves.
Jim Beam Maple will raise visibility for the category and brand, reinforcing Jim Beam’s position as the world’s #1 bourbon and strong reputation for innovation. Already this year Maxxium UK has launched Jim Beam Signature Craft, a premium bourbon aimed at connoisseurs and experienced bourbon drinkers looking to try something new.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “We are excited to expand our Jim Beam portfolio and create a further point of difference with this innovation. Jim Beam Honey was the first-to-market honey-infused bourbon and now with Jim Beam Maple we will again stir up fresh interest and broaden the appeal of bourbon amongst young adults who may not previously have considered bourbon.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
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