Jim Beam Double Oak premium Bourbon launched by Maxxium

The 43% ABV liquor, which has a recommended retail price of £27.99, is Jim Beam Kentucky Straight Bourbon aged in two different American oak barrels.

The double-ageing process gives the Bourbon a vanilla nose and leads to deep charred and oak flavours, along with rich caramel and toffee notes.

Ageing the liquor twice – for more than four years in some instances – allows greater contact with the oak barrels, which draws out more depth and character.

Bourbon in growth​

Worldwide sales of Bourbon are in growth and are outperforming the standard whisky category, according to International Wine and Spirit Research (IWSR) figures.

Sales of standard Bourbon grew by 7.4% between 2010 and 2014, compared with 2% for standard whisky, IWSR research showed.

Marketing controller for Maxxium UK Janice McIntosh said: "More than ever before consumers are searching for brands with genuine provenance and craftsmanship, so we are excited to build an exceptional portfolio with Jim Beam Double Oak and provide our customers with something new and innovative to maximise sales."

Following the launch last night (19 April), PoS and other marketing materials will be provided to the trade and a multimedia marketing campaign will be activated.