Jim Beam announces “landmark” GTR exclusive premium Lineage bourbon

Jim Beam Bourbon is launching Lineage, a batched premium expression exclusive to travel retail.

The whiskey is the first collaboration between Jim Beam’s 7th and 8th generation family distillers, Master Distiller Fred Noe and his son Freddie.

Lineage is the first bourbon from the Jim Beam portfolio to feature Freddie’s name and will be available to purchase in the global travel retail channel early 2021 for a suggested price of $250.

Aged in charred white oak barrels in Warehouse K since 2004, the bourbon is 15 years old, 110 proof and has notes of spice, vanilla and caramel.

Ed Stening, Head of Marketing Global Travel Retail 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 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,” says Fred Noe.

“Having spent a lot of time exploring travel retail outlets in my time, it was important to me to offer something special to travelers – 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.”

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

Travel Markets Insider © 2020