Beam Suntory-owned bourbon brand Jim Beam celebrated its batched, premium travel retail exclusive Jim Beam Lineage expression, with a virtual tasting event on 17 June, writes Hannah Tan-Gillies.
Jim Beam Lineage will be launched in European travel retail this summer, with a special focus on the Nordic markets.
This will be followed by a launch in Asia Pacific travel retail later in the year, which will be supported by a series of in-store consumer activations.
The batched premium expression is the brand’s first collaboration with seventh-generation Beam Family Master Distiller Fred Noe and his son Freddie Noe, representing the eighth generation.
Freddie Noe hosted the virtual tasting, which took attendees on a journey through Jim Beam’s family legacy and highlighted the distinctive tasting notes of the liquid.
Straight from Kentucky, US, the birthplace of bourbon, Noe told the story of the knowledge, craftsmanship and heritage that went into the creation of the new liquid. He was joined by Beam Suntory Marketing Director Manuel Gonzáles and Global Travel Retail Brand Manager Jorge Verdeguer.
Commenting on the expression, Noe said: “I really enjoy breaking the rules and creating new and exciting expressions, so it was an honour to create this unique whiskey with my dad – one that’s different from anything out there in the bourbon world.
“It’s fitting that the world’s number one bourbon has Jim Beam’s name, because he helped get our family through tough times. Lineage is all about doing things the right way. It is an homage to my family history. There are no shortcuts, and this quality is obvious when you taste the liquid. Just let the whiskey do the talking.”
Fred Noe added, “Lineage represents a significant moment in the history of Jim Beam. 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.”
Lineage — which made its travel retail debut at last year’s Moodie Davitt Virtual Travel Retail Expo — 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 in Warehouse K since 2004. It offers a proof of 110 (55% ABV). The bouquet balances warm caramels with toasted oak and char, giving way to sweet dark fruits and tobacco. The liquid is rich and oaky on the palette with a warm and dry finish.
The bespoke bottle features the brand’s famous Jim Beam seal and comes in luxury packaging which highlights its gifting appeal. The sleek wooden case is crafted with rich wood and features a leather handle and batch plaque with an etching of the father and son duo who created it.
“We believe that travel retail is the perfect channel for a product with these characteristics,” said González. “This is because premium quality and exclusivity are some of the key drivers for shoppers in our channel.
“My personal expectation is that this product will resonate greatly with a broad set of spirits lovers looking for exclusive great liquids. It will reinforce the premiumisation of the bourbon category that we have been observing for the last few years,” he added.
Watch the Beam Suntory: Unveiling a GTR exclusive from Jim Beam Engagement Lounge Session below
| Heritage and Lineage combine in triple tasting A comparative tasting of Jim Beam Red, Jim Beam Black and Jim Beam Lineage is instructive not only in terms of discovering the new travel retail exclusive but in understanding the innate qualities of this great American whiskey in general, writes Martin Moodie.
The contrasts between the three are marked, and yet there are common heritage traits – soft and aromatic spice on the nose; cleanness and depth of spice and wood flavours without any burn; long, lingering finishes. Jim Beam White: Light, bright orange/amber hues; soft, alluring floral and vanilla nose; slightly sweet vanilla and some cinnamon character on the palate; finishes clean and uncomplicated. Easy sipping whiskey. Drink neat or with a small cut of water. Jim Beam Black: Dark amber; richer, oakier and more spirity on the nose. Lots of cinnamon spice, caramel and charred wood flavours on the palate. All in balance. Long, complex finish. Depth of flavours really emerge with a cut of water. Superb. Lineage: “You want it darker?” as the late, great Leonard Cohen sang on his final album. The answer is in the affirmative here with this deep, rich powerful whiskey. Deep golden syrup colour; spice leaps from the glass on the nose with a nice marriage of toasted oak. The palate is full, rich and viscous, bursting with spice and caramel flavours. Drink with a small splash of water and you’ll get a long, smooth finish stretching into next week. |
