The world’s number one bourbon has crafted a new take on Kentucky straight bourbon by maturing its signature whiskey in not one, but in two American oak barrels.
Distributed in Australia exclusively by Coca-Cola Amatil (CCA), the first bottles of Double Oak (ABV 43 per cent, RRP $59.99) will hit shelves from July 12. The launch will be supported in on- and off-premise by a package of point-of-sale and visibility items, in-store sampling campaigns, incentive programs and key retailer catalogue support.
CCA Managing Director of Alcohol and Coffee Shane Richardson consumers are searching for brands with genuine provenance and craftsmanship.
“The super premium bourbon category is underdeveloped versus Scotch,” he said. “Jim Beam Double Oak offers a premium option for consumers and trade looking for a whiskey of exceptional quality and intense flavour from a world-renowned brand.”
In line with the introduction of the new Jim Beam packaging rolling out across the entire Jim Beam range globally in 2016, 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. In addition, it will be presented in an Australian exclusive Jim Beam Double Oak gift box to fully highlight the product’s premium quality.