Jim Beam’s giant beehive event

Consumers got their first taste of newly released Jim Beam Honey at a giant beehive installation in central London.

The UK’s first ever honey-infused bourbon was given a special tasting at the specially constructed pop-up bar in London’s Broadgate Circle.

“A homage to the honey bee, the Jim Beam Honey hive is designed to attract swarms of consumers and creates a fun interactive environment to introduce them to the brand,” said Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston.

“Perfect served chilled, on the rocks or mixed in long serves, Jim Beam Honey is designed to raise the appeal and accessibility of bourbon to consumers who wouldn’t normally drink it.

“Jim Beam Honey is the latest innovation from Jim Beam and follows the successful introduction in April last year of Red Stag by Jim Beam, the first black cherry infused bourbon.

“Innovation is key to promoting interest and growth in the category and with the introduction of Jim Beam Honey we are leading one of the latest trends to emerge in flavoured spirits, broadening bourbon’s appeal and recruiting new consumers.”

The new whisky is made with four year old Jim Beam bourbon whiskey, slowly infused with natural honey to produce “a sophisticated, deep and rich flavour profile with a sweet honey finish,” that is 35% ABV.

Jim Beam Honey is available across the UK on-trade as part of a phased roll out and is currently listed at Coe Vintners, Venus and Gerry’s Wine and Spirits (London and Leeds) at £19.99.

The blend is currently available only in the UK and Germany.

On the following pages are some images from the event.