Maxxium UK is boosting its presence in the American whiskey with the launch of the first maple-infused bourbon in the UK.
Limited edition Jim Beam Maple is launching this month, and Maxxium says the new line will drive the appeal and accessibility of bourbon, recruiting new consumers to the category.
Jim Beam Maple is made with 4yr old Jim Beam bourbon whiskey, slowly infused with maple. Bottled at 35% abv it carries a retail price of £19.99.
Already this year Maxxium UK has launched Jim Beam Signature Craft, a premium bourbon aimed at connoisseurs and experienced bourbon drinkers looking to try something new.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “We are excited to expand our Jim Beam portfolio and create a further point of difference with this innovation. Jim Beam Honey was the first-to-market honey-infused bourbon and now with Jim Beam Maple we will again stir up fresh interest and broaden the appeal of bourbon amongst young adults who may not previously have considered bourbon.”
