Jim Beam announces travel retail exclusive from Fred and Freddie Noe

19 October, 2020

Leading bourbon producer Jim Beam has given the beleaguered travel retail sector a vote of confidence by launching an exclusive expression into the channel.

Jim Beam Lineage represents the first collaboration between iconic seventh generation master distiller Fred Noe and his son, Freddie, who will soon take the reins at Beam Family.

It will be sold exclusively in travel retail stores from the start of 2021 at an rrp of $250.

Jim Beam Lineage has spent 15 years ageing in charred white oak barrels at Warehouse K, and it is bottled at 55% abv. The whiskey is said to have notes of spice, vanilla and caramel.

Fred Noe said: “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.

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

It will be the first to carry the name of Freddie Noe, the eighth generation master distiller. He said:  “I really enjoy breaking the rules and creating new and exciting expressions, so it was an honour to create this unique whiskey with my dad – one that’s different from anything out there in the bourbon world.”

A joint press conference staged by ACI and the Duty Free World Council forecasted a 57% decline in passengers and a combined revenue loss of $104 billion in 2021 for the travel retail sector.

IWSR anticipates a sharp decline in alcoholic beverage sales in the channel over the next two years, but it predicts that travel retail begin to rebound by 2023, and finally surpass 2019 volume levels by 2024.

Ed Stening, head of marketing for 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.”

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