American whiskies are growing in popularity with UK drinkers. While Kentucky whiskies and Bourbons are made with corn and have a sweeter flavour, whiskies made with rye have spicier notes.
The new Jim Beam Rye will be aimed at fans of American whiskies who are looking to try something different, as well as existing rye drinkers, said Eileen Livingstone, marketing controller for imported whiskey at Maxxium.
“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,” she explained.
Bottled at 40% ABV, Jim Beam Rye is aged in charred oak barrels for four years.
It is described as a, “spicy, bold whiskey” that is full of flavour with notes of nutmeg, cinnamon, apple and pepper.
“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,” Livingstone added.
It is recommended as a sipping whiskey, over ice, and as a base to give a twist to classic cocktails such as the Old Fashioned (sugar, bitters, whiskey & citrus peel) and the Manhattan (whiskey, sweet vermouth & bitters).
At the beginning of the year the company unveiled actress Mila Kunis as the new face of the brand.