Bar & Drinks news

James E. McCabe launches new premium expression: Jim Beam Double Oak


Beam Suntory, the world’s third-largest premium spirits company, has released the long-awaited Jim Beam® Double Oak and James E. McCabe is introducing this premium innovation into Northern Ireland this month. A permanent addition to the portfolio, Jim Beam Double Oak is a new take on Jim Beam Kentucky Straight Bourbon, crafted by maturing the signature whiskey in not one, but two different American oak barrels.

This expertly crafted expression is first matured in new charred American white oak barrels – as with all Jim Beam Kentucky Straight Bourbon – before being transferred into a second freshly charred oak barrel for a further period of ageing. The twice-barreled production process allows the product to have greater contact with the wood, drawing out exceptional and perfectly balanced depths.

The result is a whiskey intense in flavour yet smooth in taste, which can be enjoyed on the rocks or in a Double Oak Fashioned. Drinkers will discover aromas of vanilla and hints of toasted wood that lead into deep char and oak flavours with rich caramel and toffee notes. The finish is notably balanced with a distinct spiced oakiness lingering on the palate. Jim Beam Double Oak has an ABV of 43% ABV.


As the Bourbon category continues to grow in markets across the world, significantly outperforming the Standard Whisky category over the past five years (2010-2014 CAGR Total Standard Bourbon, 7.4% vs. Total Standard Whisky, 2.0%, Source: IWSR), Jim Beam Double Oak offers a premium option for the trade and consumers looking for a whiskey of exceptional quality with intense flavour from a trusted and world-renowned brand.

McCabes Sales Manager, Michael Millar, says, “More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, so we are excited to build on an exceptional portfolio with Jim Beam Double Oak and provide our customers with something new and innovative to maximize sales.

Jim Beam’s 7th Generation Master Distiller Fred Noe says: “My family has been making history and producing bourbon for more than 200 years. Throughout the decades, we have always enjoyed pushing boundaries and innovating while also staying true to our family’s traditions. Jim Beam Double Oak is the latest example of this.”

In line with the introduction of the new Jim Beam packaging rolling out across the entire Jim Beam portfolio globally this year, Jim Beam Double Oak is presented in a distinctive new bottle. With its unique contours, glass embossing and engraving, as well as textured labelling and foiling, the Jim Beam Double Oak bottle is representative of the outstanding quality of the liquid inside.

The launch of Jim Beam Double Oak will be fully supported with a range of assets including a new TVC and digital campaign including Facebook teasers to create anticipation with consumers. The trade will be supported with items to drive visibility and bring the brand’s American heritage to life in bar.


For further information and trade support, please contact McCabes Sales Manager, Michael Millar on 07939 068072

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