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).
20 June 2014: Maxxium UK is raising the stakes in the UK American Whiskey market with the introduction of Jim Beam® Rye in response to the growing demand for different styles of whiskey, particularly rye.
Jim Beam® Rye is available via leading wholesalers to the on-trade beginning this month. Bottled at 40% ABV, Jim Beam® Rye is aged for four years in charred oak barrels, making it a complex straight rye whiskey, which is spicy, bold and full of flavour. It is copper in colour with notes of nutmeg, cinnamon, apple and pepper and a slightly sweet finish on the palate. Jim Beam® Rye can be enjoyed neat, on the rocks, or as a great base to a number of key whiskey cocktails such as a Rye Old Fashioned or a Rye Manhattan. As well as being aimed at existing rye drinkers, it is aimed at whiskey enthusiasts who enjoy trying something different.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “The thirst for good quality rye whiskey is at a record high and we feel that the time is right to fully introduce our very own Jim Beam Rye to the UK market. We have received considerable interest in our brand and are excited to introduce the trade and consumers to another member of the Jim Beam family.”
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