Food & Drinks

Beam Suntory unveils GTR-exclusive Jim Beam Lineage, at US$250

Beam Suntory is targetting the Global Travel Retail channel with a new high-end iteration of flagship Bourbon brand Jim Beam.

Lineage, which launches in the New Year, is a 15-year-old whiskey created by the seventh-generation former Jim Beam master distiller, Fred Noe, in collaboration with his son and current holder of the position, Freddie. With an abv of 55%, the expression, which is a permanent addition to the Jim Beam portfolio, will be available exclusively in GTR at an SRP of US$250 per bottle.

The Bourbon is the first from Jim Beam to feature Freddie’s name on the packaging.

“The collaboration between Fred and Freddie is a landmark moment in Jim Beam’s long-standing history,” said Beam Suntory’s head of marketing for GTR, Ed Stening. “The chemistry between the father and son duo … has led to the creation of a truly unique whiskey. Championing innovation like this in Travel Retail is extremely important to us and something we’re committed to as we look to ensure the growth of the channel now and in the future.”

Last week, the group announced details of a whiskey blended from five different whisk(e)y-producing countries. Ao, which debuted in Japan earlier this year, will also hit the GTR channel in 16 markets.

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