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UK: Beam Global Spirits & Wine re-premiums Jim Beam Black

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Beam Global Spirits & Wine has lined up a packaging revamp for its Jim Beam Black Bourbon brand in the UK.

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Maxxium UK, Beam Global's joint distribution and marketing venture in the country, said late last week that the update will look to “emphasise its (Jim Beam Black's) quality credentials”. The brand is aged for a minimum of six years, three times the minimum legal requirement for Bourbon.

“It is the right time to invest in a more premium look for Jim Beam Black,” said Maxxium UK’s brand manager for Jim Beam, Steve Batchelor. “American whiskey is currently the key driver of imported whisky growth in the off-trade ... and in the on-trade we are seeing American whiskey growing its share of total spirits, with premium imported whisky brands out-performing mainstream brands.”

Jim Beam Black has an RRP of GBP22.49 (US$36.16) per 70cl bottle.


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