Friday, April 24, 2015


Beam Suntory has this week announced the UK launch of a trio of small batch bourbons from Jim Beam.

Basil Hayden’s, Booker’s and Baker’s are among the highest quality products from the Jim Beam stable of whiskies, offering consumers premium expressions of bourbon that showcase the long-standing traditions of the Beam family.

Basil Haydin's, Booker's and Bakers small batch bourbons launching in the UK in May

The three bottlings were introduced to the UK this week at the experimental Jim Beam Crafthouse event in London, where guests took part in an educational and interactive experience led by special guests including Bill Samuels Jr, President of Maker’s Mark.

Jim Beam’s strong family heritage is at the heart of the development of all three small batch bourbons. Baker’s is named after Baker Beam, Jim Beam’s great-nephew; Booker’s was created by Jim Beam’s grandson, 6th Generation Master Distiller Booker Noe; and the recipe for Basil Hayden’s Bourbon dates back to 1796. 

Baker’s Bourbon is aged for seven years and hand bottled at 53.5% ABV. The Beam family has a secret jug yeast recipe that has been used for over six generations and it is this formula which is responsible for the bourbon’s silky smooth texture and for balancing the bold, intense flavour with a consistently luxurious taste from batch to batch.

Master Distiller Booker Noe, Jim Beam’s grandson, originally created Booker’s for his own personal use. It is one of the only bourbons available today that is bottled straight from the barrel, uncut and unfiltered, yielding an intense flavour and nose. Booker’s Bourbon is bottled at its natural ABV of 62.5%  and aged for between six and eight years in barrels in the centre of the rack house. The temperature and humidity there ensure the perfect conditions for ageing this exceptional bourbon. Each of the barrels used in this process were hand-selected by Booker himself, leaving a lasting legacy.

Basil Hayden’s was created with the same high-rye style of the whiskey originally produced by its namesake in 1796. Basil Hayden the distiller was born in Maryland, where a high proportion of rye was used in the production of whiskey and then moved to Kentucky, adapting the method of producing whiskey from a base of corn. However he continued to add a higher percentage of rye than other distillers, resulting in a smooth, mild bourbon, with a slightly peppery taste and aroma. This bourbon has a gentle taste and at 40% ABV it is smooth and approachable.

Commenting on the UK launch, Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh said: “Jim Beam’s small batch bourbons will appeal to bourbon connoisseurs and consumers interested in exploring premium dark spirits. The collection offers three unique bourbons which embody the Make History philosophy, perfectly displaying the wealth of history and craftsmanship in Jim Beam bourbons.”

“The premium bourbon segment is a developing opportunity within the category and we are proud to offer customers and consumers the premium Baker’s, Booker’s and Basil Hayden’s bourbons. This unique collection will allow our customers to capitalise on the growth of US whiskey and offer something special to the growing contingent of American whiskey enthusiasts.”

All three of the small batch bourbons will be available in the UK from May, and will carry the following RRP’s; Baker’s £53.99, Booker’s £63.99 and Basil Hayden’s £41.99.

Source: Lime PR