UK: Beam and Diageo roll out whiskey and vodka

19 February, 2014

Two major drinks companies are set to launch US-successful products into the UK market.

Maxxium UK is to expand its Jim Beam bourbon portfolio with the launch of Jim Beam Signature Craft 12-Year, which launched in the US in August 2013. 

Meanwhile, Diageo is set to roll out Ciroc Peach, which launched in the US in early 2012.

Jim Beam Signature Craft 12-Year is aged for 12 years and bottled at 43% abv - it will sell through "selected on-trade accounts".

Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston said: “It’s an exciting time to be introducing this ultra-premium bourbon in the UK. Interest in the category is at an all-time high and the launch of Jim Beam Signature Craft 12-Year allows our consumers to explore a small batch bourbon created by a brand they love and trust. This handcrafted bourbon brings something new to the world of small batch bourbons and showcases Jim Beam’s signature production process.”

Diageo’s Ciroc Peach is to roll out from March and it is bottled at 37.5% abv. The RSP is £37.90 for a 70cl bottle. It will be available to on-trade outlets through Coe Vintners and Venus, while off-trade customers can purchase through Crown, Imperial and Dhamecha.


Christian Davis

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