Fred Noe. 3
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).
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
Jim Beam Puts Its Signature On Small Batch Bourbon
19 February 2014: Maxxium UK is expanding the Jim Beam® Bourbon portfolio with the UK launch of Jim Beam® Signature Craft 12-Year. An ultra-premium expression crafted by 7th generation Beam Master Distiller Fred Noe, Jim Beam Signature Craft 12-Year builds on Jim Beam’s legacy as a leader in whiskey innovation and the brand’s position as the world’s #1 bourbon. Jim Beam Signature Craft 12-Year is a celebration of the family’s distilling method that has been practiced for more than two centuries. Each bottle bears James B. Beam’s signature, a tradition that has been in place since the repeal of Prohibition in the U.S. as a seal of a bourbon’s authenticity. Jim Beam Signature Craft 12-Year, which has already received global acclaim from industry experts for its quality1, is a unique expression that brings something special to small batch bourbon.
Aged for 12 years and bottled at 43% ABV, it is aimed at whiskey enthusiasts who enjoy trying something different and want a premium product from a trusted brand. The extensive ageing process results in a bourbon that is ideal for sipping neat or on the rocks. It is deep rich amber in colour and full bodied, with sweet vanilla notes and rich and robust oak flavours. Following the successful launches of Red Stag by Jim Beam®, Jim Beam® Honey and Jim Beam® Devil’s Cut®, Jim Beam Signature Craft 12-Year is now available in the UK initially to selected premium on-trade accounts. Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “It’s an exciting time to be introducing this ultra-premium bourbon in the UK. Interest in the category is at an all-time high and the launch of Jim Beam Signature Craft 12-Year allows our consumers to explore a small batch bourbon created by a brand they love and trust. This handcrafted bourbon brings something new to the world of small batch bourbons and showcases Jim Beam’s signature production process.” , its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com. 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
