With seven generations of family and more than 220 years of tradition, the folks at Jim Beam know a thing or two about distilling bourbon. Given the current explosion of interest in the spirit, the company is well positioned to capitalize on the moment. But even the world’s top-selling bourbon label needs to keep an eye on the latest trends. So how does an old house like Jim Beam stand out among all those artisanal, small-batch bottles competing for drinkers’ attention on the shelves? Paste recently caught up with Rob Mason, vice president of bourbon for Jim Beam in North America, to get his take on the evolving state of the industry, as well as to preview three new bottles the distillery has recently launched.
Paste Magazine: How do established brands such as yours stand out right now when there is such a strong preference for small batch, artisanal spirits?
Rob Mason: We recognize that whiskey drinkers, now more than ever, enjoy discovering all types of whiskey products; we are proud to offer a wide range of options.
The Jim Beam American Stillhouse in Clermont, Kentucky, has capabilities that allow us to distill with flexibility and exploration in mind. One of our most recent examples of this type of innovation is Jim Beam Signature Craft, a series of limited edition, ultra-premium expressions that offer whiskey drinkers extremely rare and innovative tasting experiences.
Paste: So are your Signature Craft and Distiller’s Masterpiece lines a response to drinker’s craft tastes, or have you been making them all along?
RM: It’s a little mix of both. We are always listening to whiskey drinkers and bartenders, and offering products that appeal to them. For example, thanks to feedback from fans and bartenders, we decided to release Jim Beam Bonded [a four-year-aged, 100-proof bourbon produced in a single distillery during a single season] and increase the proof of Jim Beam Rye earlier this year. Both have performed extremely well at cocktail bars.
On the other hand, our distillers are constantly exploring and delivering unique liquids that stand out in the market. We first released Signature Craft in 2013 as a series of innovative bourbons and have since released the Harvest Bourbon Collection, which is a series of extremely limited products featured obscure and rare mash bills.
Distiller’s Masterpiece is the Beam family’s most exclusive and highest quality offering. Originally released by Booker Noe as an 18-year-old bourbon years ago, this rare liquid was created by Booker’s son and Jim Beam’s seventh-generation Master Distiller Fred Noe, with inspiration from his dad’s original masterpiece. Previously available only at the Jim Beam American Stillhouse in Clermont, we are proud to have re-released the product nationally in extremely limited quantities.
Paste: What other industry trends are you seeing around bourbon right now? Do you see anything interesting on the horizon?
RM: In addition to the interest in unique innovation and premium expressions, the whiskey and bourbon categories have seen strong growth with flavor expansion in recent years. When we launched Red Stag [black cherry flavored bourbon] in 2009, there was no such thing as a flavored whiskey category. Now we’re finding a wave of new products hitting shelves. We have a flavored portfolio that offers something for all palates and cocktail occasions, including Jim Beam Honey, Jim Beam Kentucky Fire, Jim Beam Maple, Red Stag, and, coming out this summer, Jim Beam Apple. All of these products feature actual Kentucky Straight Bourbon.
Paste: When you’re not working, what’s your go-to cocktail?
RM: Devil’s Cut Bourbon on the rocks.
Three New Spirits from Jim Beam
Jim Beam Pre-Prohibition Style Kentucky Straight Rye Whiskey
Style: Rye
Proof: 90
Price: $22.99 (suggested)
Tasting notes: This is a fairly straightforward rye. It’s warm and uncomplicated, amber in color, with a bite of pepper at first sip. That heat, however, quickly yields to notes of vanilla and oak. At less than $25, this is a value bottle that can still hold its own in classic whiskey recipes like the Old Fashioned and Sazerac, where the flavor of the base spirit can make or break the cocktail.
Jim Beam Signature Craft Whole Rolled Oat Bourbon
Style: Bourbon
Proof: 90
Price: $49.99 (suggested)
Tasting notes: Aged 11 years, this is a mild, light-bodied bourbon that’s easy to sip. The oats mellow the spirit, giving it an almost nutty flavor. They also introduce a welcome sweetness while retaining just enough bite and warmth to keep things balanced, complex, and interesting. Enjoy it neat or on the rocks.
Jim Beam Jacob’s Ghost White Whiskey
Style: White Whiskey
Proof: 80
Price: $21.99 (suggested)
Tasting notes: Don’t be fooled by the color (or lack thereof); you’re not drinking moonshine. This white whiskey is aged 12 months in white oak bourbon barrels, giving it a smooth smoky flavor. At home in whiskey cocktails, the Ghost also begs for experimentation. Treat it like a clear spirit such as vodka or tequila, and let your imagination run wild.
Jim Sabataso is a writer, part-time bartender, and full-time cocktail enthusiast living in Vermont. Follow him on Twitter @JimSabataso