Jim Beam debuts GTR-exclusive Lineage Bourbon

Beam Suntory has released a new Jim Beam Bourbon exclusively for global travel retail, called Lineage.

The new Bourbon is the first to be created as part of a collaboration between seventh-generation Beam family master distiller Fred Noe and his son Freddie.

Fred Noe said: “Lineage represents a significant moment in the history of Jim Beam. Not only is it a collaboration between the seventh and eighth generation of distillers in our family, but it’s a blend of the past, the present and the future.

“Having spent a lot of time exploring travel retail outlets in my time, it was important to me to offer something special to travellers – especially during these trying times.

“Launching a product exclusively to travel retail is not something we often do, so we are excited to bring such a unique expression to our friends in airports across the world.”

Lineage is the first Jim Beam Bourbon to have Freddie’s name on the bottle. Bottled at 55% ABV, Lineage was aged for 15 years in charred white oak barrels in warehouse k.

Freddie Noe added: “I really enjoy breaking the rules and creating new and exciting expressions, so it was an honour to create this unique whiskey with my dad – one that’s different from anything out there in the Bourbon world.”

The resulting liquid has notes of spice, vanilla and caramel, followed by a “smooth, warm” finish. The Bourbon is recommended served neat or over ice.

Ed Stening, head of marketing, global travel retail (GTR) at Beam Suntory, said: “The collaboration between Fred and Freddie is a landmark moment in Jim Beam’s long-standing history. The chemistry between the father-and-son duo is undeniable and 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.”

Lineage will be available to buy in global travel retail from early 2021 for US$250.

In September this year, Beam Suntory overhauled its operating model in travel retail. The firm said it had invested in the premiumisation of its GTR portfolio with a new innovation pipeline.

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Timothy Kelly

Tim is the Founder & Master Distiller at Felene. He developed his passion for the spirits and hospitality business while growing-up and working in his family's restaurant and liquor store business. Tim’s passion for the epicurean lifestyle has found it’s latest manifestation in the Felene Distillery. Tim is a 5-time Gold Medal Award winning Distiller. He has won a Platinum medal at the Prestigious Los Angeles Spirits Awards and his signature vodka was named Best-in-Category by the American Distilling Institute. Mr. Kelly is also a prolific author and writer and his blog is filled with ideas, discoveries, observations and recommendations to help his readers enjoy life’s simple epicurean pleasures.

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