Beam Suntory brings together “the best of the East and West” with Legent bourbon

Beam Suntory launched its new unique bourbon Legent exclusively with Dufry in the DF &TR market (excluding Asia) in September for a 12-month period, before being rolled out across the rest of the GTR sector.

Legent brings together the “best of the East and West” starting as a Kentucky Straight Bourbon with the Beam classic family recipe; the liquid is then aged in wine and sherry casks before being blended with more Kentucky Straight Bourbon. The super-premium bourbon is distilled by Fred Noe, seventh-generation Master Distiller of Jim Beam, and blended by Shinji Fukuyo, fifth-ever Chief Blender of Suntory.

“Legent is the perfect articulation of the amazing things that can be achieved when two great cultures come together as one, sharing a unified vision to bring true innovation and best-in-class spirits to the world,” said Takeshi Niinami, Chief Executive Officer of Suntory Holdings. “This bourbon honors Fred and the Beam family’s proud traditions while showcasing Shinji’s award-winning blending capabilities. Quite simply, it’s a bourbon no one else could create.”

Manuel Gonzalez, Global Marketing Manager for Beam Suntory GTR, says, “We see Global Travel Retail as a crucial shop window to the wider portfolio through its global footprint and diverse customer base, so it’s a very exciting space in which to launch this truly unique and innovative liquid. For us, the Global Travel Retail category is a fantastic opportunity to work with our retail partners to connect with consumers through engaging activations that promote our premium portfolio. Our upcoming brand activations for the launch of Legent are no exception, and we’re very much looking forward to seeing the response to this one-of-a-kind liquid from our customers.”

Eduardo Heusi Pereira, Global Category Director for Liquor at Dufry concludes, “We are always seeking new and exciting whiskies to bring to our customers and are delighted to be able to offer Legent exclusively in our stores for 12 months from the launch date of 28th September. This really is an exceptional whiskey, resulting from the inspiring collaboration between Shinji Fukuyo and Fred Noe.”

Legent is bottled at 47% abv / 94 proof, available in 75cl for the Americas territory, and 70cl for all other markets. The liquid will be distributed in key strategic locations from September.