Thursday, September 18, 2014


Jim Beam, the world's number one bourbon and JW Steakhouse on London’s Park Lane, are making history. The leading American steakhouse will be the first retailer in Europe to acquire a full barrel of Jim Beam Single Barrel Bourbon.

It was during a visit to The Bourbon Bar at JW Steakhouse that seventh generation Jim Beam Master Distiller Fred Noe and beverage manager Karina Elias first met and agreed to work in partnership to offer a truly unique bourbon exclusively available to the restaurant’s patrons. Karina travelled to the Jim Beam American Stillhouse in Kentucky in April to hand select a barrel under Noe’s guidance, and yesterday this historic initiative was unveiled.

The JW Steakhouse - Jim Beam Single Barrel Bourbon

The personalised JW Steakhouse bottles of bourbon will be on display at The Bourbon Bar alongside the chosen barrel signed by Noe himself. The restaurant’s drinks menu will feature tailor-made Jim Beam Single Barrel Bourbon cocktails and to ensure the ultimate bourbon experience, head chef Julian Ward has created bespoke food pairings.

Jim Beam Single Barrel Bourbon is the first single barrel offering from the world’s No. 1 bourbon brand. This hand-crafted Kentucky Straight Bourbon is among the best liquid produced by Beam’s distillers and represents Jim Beam’s seven generations of history.

At 47.5% ABV, the JW Steakhouse Exclusive Single Barrel Kentucky Straight Bourbon is a smooth, rich whiskey selected from the finest barrels of Jim Beam.

JW Steakhouse Beverage Manager Karina Elias says: “Making history with Maxxium UK and Jim Beam to bring this one-of-a-kind bourbon to our bar has been a very special experience. I chose this barrel because of its bold flavours and rich colour that I know our customers will love. It is full-bodied and smooth with attributes of oak, vanilla and caramel. I am really looking forward to sharing our unique story and this distinctive quality Jim Beam Bourbon with our customers over the coming weeks.”

Maxxium UK’s Marketing Controller for Imported Whiskey Eileen Livingston says: “This is an exciting project and one which will delight London's bourbon fans. This embodies the sentiment behind our Make History campaign as not only is it the first time a single barrel of Jim Beam has been made available outside of the US, it is also the first time we have worked with a customer to provide a bespoke bourbon.”

Jim Beam’s global Make History campaign launched earlier this year and features new spokesperson, award-nominated actress Mila Kunis. Make History inspires consumers to make their own mark in history the same way Jim Beam has in its very own 219-year history. Throughout the year, Jim Beam will continue to mark milestones with initiatives big and small.

As part of the Make History campaign, Jim Beam has been working in partnership with the trade and another initiative Shake History, was also recently launched.  This competition invites top bartender teams across the UK to create a unique Jim Beam cocktail representing their bar. The teams will compete in November for the chance to take their place in Jim Beam’s history.

Source: Lime PR