Beam Suntory-owned bourbon brand Jim Beam has launched a travel retail exclusive-expression called Lineage. It will be launched in global travel retail in 2021 with a recommended retail price of US$250.
The batched premium expression is the brand’s first collaboration with seventh-generation Beam Family Master Distiller Fred Noe, and his son Freddie Noe. Lineage is the first bourbon in the Jim Beam portfolio to feature Freddie Noe’s name, embracing eight generations of whiskey knowledge and expertise.
Jim Beam Lineage is a 15-year-old bourbon, aged in charred white oak barrels since 2004. It offers a proof of 110 (55% ABV) blended with spicy, vanilla and caramel notes. The bespoke bottle features the brand’s famous Jim Beam seal and comes in luxury packaging which highlights its gifting appeal.
According to the company, Jim Beam Lineage leverages the growing American whiskey category in travel retail. It said that the new expression would appeal to both dedicated bourbon fans and discerning sippers alike.
Jim Beam Lineage made its (virtual) travel retail debut during an illuminating Engagement Lounge session at the recently concluded Virtual Travel Retail Expo. The session told the story behind the one-of-a-kind whiskey, straight from the birthplace of bourbon in Kentucky, US.
Father and son duo Fred and Freddie Noe joined The Moodie Davitt Report Founder & Chairman Martin Moodie for an intimate Q&A, which highlighted the knowledge, craftsmanship and generations of bourbon heritage that went into the new liquid.
“Lineage represents a significant moment in the history of Jim Beam,” commented Beam Family Master Distiller Fred Noe. “Not only is it a collaboration between the seventh and eighth generation of distillers in our family, but it’s a blend of the past, the present and the future.
“Having spent a lot of time exploring travel retail outlets in my time, it was important to me to offer something special to travellers — especially during these trying times. Launching a product exclusively to travel retail is not something we often do, so we are excited to bring such a unique expression to our friends in airports across the world.”
“The collaboration between Fred and Freddie is a landmark moment in Jim Beam’s long-standing history,” said Beam Suntory Head of Marketing Global Travel Retail Ed Stening. The chemistry between the father and son duo is undeniable and has led to the creation of a truly unique whiskey.
“Championing innovation like this in travel retail is extremely important to us and something we’re committed to as we look to ensure the growth of the channel now and in the future.”
Watch the Beam Suntory: Unveiling a GTR exclusive from Jim Beam Engagement Lounge Session below
