Maxxium UK, a joint venture between Beam Global Spirits & Wine and The Edrington Group, has introduced Jim Beam Rye to the on-trade in the country, in order to cater to the increasing consumer demand for different whiskey styles.
Prior to this launch, barrel-aged Jack Daniel's Rested Tennessee Rye was launched in the US.
Made from 51% rye, Jim Beam Rye has been aged for four years in charred oak barrels.
Beginning this month, Jim Beam Rye is available for sale from wholesalers to the UK on-trade.
Maxxium UK Imported Whiskey marketing controller Eileen Livingston said that the launch of Jim Beam Rye in the UK market is in line with the increasing demand for quality rye whiskey.
"We have received considerable interest in our brand and are excited to introduce the trade and consumers to another member of the Jim Beam family," added Livingston.
