Beam JV Maxxium UK introduces Jim Beam Rye to meet consumer demand for different whiskey styles; new whiskey made from 51% rye and has been aged for four years in charred oak barrels, will be available for sale beginning this month

Jennifer Nguyen

LOS ANGELES , June 23, 2014 (Industry Intelligence Inc.) – In meeting the consumer demand for different whiskey styles, Maxxium U.K. has rolled out the all-new Jim Beam Rye, Drinks Business Review reported June 23.

Maxxium U.K. is a joint venture between The Edrington Group and Beam Global Spirits & Wine.

Jim Beam Rye, which has been made from 51% rye and has been aged for four years in charred oak barrels, will be sold to the U.K. on-trade starting this month.

“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,” said Maxxium U.K. Imported Whiskey Marketing Controller Eileen Livingston.

The launch comes after the barrel-aged Jack Daniel’s Rested Tennessee Rye was introduced in the U.S, according to Drinks Business Review.

The primary source of this article is Drinks Business Review, London, England, on June 23, 2014. Click here to read the primary source's full version of the article.

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