Bourbon 9
The Highly Anticipated Maker’s 46 Luxury Launch
Maxxium UK Is Extending Its Bourbon Portfolio With The Launch Of Maker’s 46
The much anticipated Maker’s Mark variant is targeted at premium on trade and luxury retail outlets and will be available from September following a preview in Harrods from 24th August.
Maker’s 46 is created by removing fully matured Maker’s Mark bourbon from its barrel, affixing ten seared French oak staves to the inside of the original barrel, then putting the Maker’s Mark back in and aging it several more months. This second maturation is carried out in the coolest part of the warehouse, resulting in a complex and delicious flavour profile of caramel, vanilla and spice. This rich liquid is bigger and bolder but with the drinkability that is synonymous with Maker’s Mark. The number 46 refers to the 46th recipe Bill Samuel’s Sr created before finally identifying the sought after unique stave profile used to deliver its distinctive taste.
Created to be sipped neat or over ice, Maker’s 46 has been carefully crafted using the traditional Maker’s Mark ingredients, including red winter wheat for its gentle, smooth taste.
The elongated 700ml bottle is premium and elegant, with the Maker’s 46 logo etched on the glass. The iconic Maker’s Mark hand-dipped red wax finishes the look.
The launch is being supported by an interactive bartender event at Dandelyan on 24th August and consumer activity in Harrods from 26th August, including tutored tastings and a caricaturist who will create bespoke gifts.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh, says: “Maker’s 46 is uniquely crafted to deliver an exceptional flavour that is bigger and bolder while maintaining the smoothness of Maker’s Mark. Bartenders and bourbon aficionados will be keen to welcome this premium expression as it meets the growing appetite for quality bourbons and we couldn’t be more excited to introduce it to the UK”
Maker’s 46 is bottled at 47% ABV, 2% higher than Maker’s Mark and has an RRP of £39.99(700ml).
LONDON’S BEST NEW WHISKEY AFFAIR RETURNS
An Exciting Event For Any Casual or Serious Fans of Scotch and Bourbon
The Whiskey Affair continues it’s nationwide tour by returning to Reading on the 22nd October! Coming on the back of their hugely successful Guildford event, it’s a lively and fun night out for any fans of whiskey where they can discover new brands and blends – with the event split into four sections – scotch, bourbon, whiskey and whiskey cocktails – there’s something for all levels of knowledge from beginners right through to connoisseurs.
The event takes place at The Great Hall, London Rd, Reading, RG1 5QA and has two sessions. The afternoon session is 1pm-5pm and the evening 7pm-11pm. Tickets are £8 each and available here now. This new festival started in London last year and has moved nationwide in 2016. It originated from a simple idea: to allow people to comprehensively explore the world of whiskey against a backdrop of For the Whiskey Affair Reading, they’ve stepped it up another gear. Alongside live music and representatives from the brands, they’ve got tasting sessions, free samples from a number of new brands, an array of spectacular moonshines from the guys at Shine London (warning: it packs a punch!) All these factors and more mean you’re in for a great night and even friends and partners with no interest in whiskey can sample the cocktail menu and still enjoy the night. And who knows – with a variety of whiskeys ranging from smooth bourbons to spiced whiskies, you may even be able to change their minds…
Organiser Catherine Jackson is keen to evangelise about the whiskey possibilities and share her enthusiasm with a wide audience:
“Back when I started my affair with whiskey, I had so many friends who were knowledgeable about different whiskeys and I was often lost as to where to start. I wanted to dip my toe into the differences and similarities within the brands and learn how to judge which finishes and ages suited my tastes more but I wanted to do so with friends and have a good night out at the same time.
There are some wonderful, smaller independent distillers involved next to household names so there is a true mix of
brands to sample. We’ll have wonderful live music from Becki Short and speakers to provide our entertainment
for the evening and a photo booth will allow a permanent (and occasionally risqué!) memory of the night. It’s
going to be great fun and we can’t wait to share it!”
Email:info@thewhiskeyaffair.co.uk
From the world’s No. 1 Bourbon Jim Beam Apple makes a splash on TV
Jim Beam Apple, the latest flavour innovation from the world’s No. 1 bourbon, will make its television debut this summer. The Jim Beam Apple advertisement, which airs nationwide until the end of July, features Jim Beam’s global partner Mila Kunis and introduces the new product and its refreshing, signature cocktail – the “Jim Beam Apple Splash.”
View the ad here: https://youtu.be/V1WqubIIDks
This is the largest burst of TV advertising Maxxium UK has executed this year, reaching over 52% of the UK population. The programme schedule includes TV shows such as Big Bang Theory, 8 out of 10 Cats Does Countdown, Breaking Bad and Iron Man, targeting 25-35 year old males.
With a refreshing take on family tradition, Jim Beam distillers have brought together the taste of crisp, green apples and Kentucky Straight Bourbon Whiskey. The result is a perfect balance of apple and bourbon, rich with American heritage. The signature serve, “Jim Beam Apple Splash,” mixes Jim Beam Apple and tonic over ice with a wedge of lemon for a delicious, refreshing drink all year round.
The introduction of new flavours to the Jim Beam family has fuelled the growth of the brand in the UK, increasing at 53.5% volume MAT1.
Jim Beam continues to Make History by being the first to introduce flavoured whiskies in the UK, including Red Stag by Jim Beam, Jim Beam Honey, Jim Beam Maple and now Jim Beam Apple.
Jim Beam Apple is available across the on- and off-trade including Morrisons, Asda and national on-trade wholesalers including LWC, Wallace’s Express, HT White, Venus, Molson Coors and Carlsberg.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh says: “We are excited to see the world’s No. 1 bourbon, Jim Beam, back on TV with a focus on Jim Beam Apple and to share this new product with consumers at a time when bourbon is in high demand.
“Flavours remain an important segment of the category and we are proud to support the launch of Jim Beam Apple and communicate a refreshing signature serve that is a new and exciting way to enjoy Jim Beam. ‘Jim Beam Apple Splash’ is a refreshing serve perfect for the summer months encouraging our customers to capitalise on the growth of US whiskey and flavoured bourbon.”
Jim Beam Apple is available in 700ml bottles and has a RRP of £19.70
Shake History finalists to compete for Fred Noe’s seal of approval
05 November 2014: Maxxium UK welcomes Jim Beam’s Seventh Generation Master Distiller Fred Noe to London on the 6th November to judge the final round of the Shake History bartender competition—a first for Noe in the UK—and lead an exclusive bourbon masterclass.
Jim Beam’s® Make History™ bartender challenge, Shake History, drew teams from across the UK, six of whom will now compete in a final like no other at The Blues Kitchen in Shoreditch for a once-in-a-lifetime opportunity to make their own history in Kentucky at the Jim Beam American Stillhouse.
To enter the competition, bar teams of three to four members each submitted an original Jim Beam cocktail that they felt was worthy of making history and representative of the personality and style of their bar. The six bar teams competing for the grand prize include: The Cocktail Trading Co. (London), MASH (London), City Social (London), The Milk Thistle (Bristol), The Lace House (Nottingham) and Steam and Rye (London).
Once the winning team is announced, Noe will lead an exclusive bourbon masterclass, giving guests a first-hand taste of a selection of the Jim Beam bourbon portfolio.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh says: “We are honoured to welcome Fred Noe to judge our Jim Beam Shake History competition and host a very special masterclass for a select group of people. Shake History is a first-of-its-kind competition and having Fred as part of the day makes it a truly unique and engaging experience enabling us to make history here in the UK.
“Bourbon is thriving in the UK and there is no better way to celebrate the success of Jim Beam and the Make History™ campaign than to reward our Shake History winners with the unique chance to travel to the Jim Beam American Stillhouse in Kentucky to make history with Fred once more.”
The Shake History competition is part of the global Jim Beam ® Make History™ campaign, which invites Bourbon fans around the world to “Come As Friends, and Leave As Family.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
Edinburgh’s Tim Pryde wins Maker’s Mark Bartender Trove
16 October 2014: Tim Pryde of The Voodoo Rooms in Edinburgh is the winner of Maxxium UK’s Maker’s Mark Bartender Trove. His prize is an all-expenses paid trip to Loretto, Ky., the home of Maker’s Mark, to experience the intricacies of this coveted bourbon first-hand.
The Maker’s Mark Bartender Trove launched last year and inspired a first-of-its-kind collection of bar wares and prized treasures from across the UK bartending scene. The campaign is a reflection of the craftsmanship that goes into the production of Maker’s Mark, from the hands-on 19 barrel production process to the inclusion of red winter wheat, which results in a smoother bourbon.
Four finalists were chosen1 following a live exhibition held at The Goldsmiths’ Centre in the creative quarter of Clerkenwell in June. On display was an impressive array of vintage and antique gems and unusual and precious possessions used by bartenders when creating the unique Maker’s Mark serves submitted as part of their entry into the Trove.
Earlier this month, the final four—Tim Pryde of The Voodoo Rooms in Edinburgh, Chris Lacey of Rules in London, Rusty Cerven of The Connaught in London and Michal Buben, formerly of NinetyEight Bar and Lounge—competed at MASH (Modern American Steak House) in Soho where they were tasked with using their precious object to create a new Maker’s Mark cocktail. Upon arrival, they were given an £80 budget to scour Soho on the hunt for extraordinary ingredients that would complement the bourbon in their drink.
Tim proceeded to Chinatown searching for Umeshu, a Japanese liqueur made from steeping ume fruits in alcohol and sugar, to create a Japanese-inspired cocktail that he could serve in his ceramic Shisa cup from Okinawa, Japan.
Rusty returned with an array of objects including a dozen quail eggs and a bag of giant cinnamon sticks, which he used to create a twist on a Tom and Jerry served warm and made in his ornamental samovar bought in Moscow.
Chris headed to Gerry’s to pick up a bottle of Byrrh Grand Quinquina, a wine-based aperitif, with no added sugar, to create a smoky Maker’s Mark cocktail using his Gorham Sterling 1950s Martini Spike (vermouth dispenser).
Michal sourced ingredients including cumquats, yuzu and Lapsang Souchong tea for the creation of his cocktail that was garnished with green tea cookies and incorporated the use of his Reed & Barton sterling silver jigger.
Of all the cocktails presented to the four-strong judging panel, it was Tim’s Hanakotoba Punch made with a hibiscus blossom cordial that prevailed. Maxxium UK’s Mixxit Manager, Amanda Humphrey, Maxxium UK’s Rebecca Tinson, BarLifeUK’s Simon Webster and Imbibe’s Clinton Cawood agreed that this was the cocktail that best showcased Maker’s Mark.
Maxxium UK’s Mixxit Manager, Amanda Humphrey says: “The Maker’s Mark Bartender Trove provided the perfect platform to inspire bartenders to get creative with this iconic and coveted bourbon. The competition challenged our finalists to think on their feet, incorporating unusual and precious ingredients while keeping Maker’s Mark at the heart of their creations.
“Each cocktail captivated the judges and demonstrated a unique and creative take on the brief, making the final decision a very difficult one. In the end it was Tim’s collection of ingredients and story behind his Shisa cup that won us over. We are delighted to reward his efforts and craft for bartending with a trip to the Maker’s Mark distillery.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
