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Fortunately, Jim Beam is not leading the charge to cheapen America's distinctive spirit. As Julian Cohen, Beam's VP of Global Insights & Innovation, said: "We are not trying to turn bourbon into vodka." New Bourbon Leads Product Innovations PHOTO COURTESY OF BEAM INC. At this transparent event, Beam unveiled several new products, including Hornitos Lime Shot, new Skinnygirl Cocktails flavors, Sauza Sparkling Margarita and a few others. But let's face it, I'm a whiskey guy, and as soon as they sprang Jim Beam's answer to the ultrapremium category—the Jim Beam Signature Craft series—I was on it like yeast on a bourbon mashbill. Bobby "G" Gleason (right), Master Mixologist for Beam Inc. mixes In the past decade, Jacob's Ghost cocktails with Larry Rice, owner of Louisville's Silver Woodford Reserve created Dollar (center) and Levi Beckley, bartender at Louisville's Troll Pub. its Masters Collection, "If you get stagnant, people are going to stop looking at Buffalo Trace launched its experiyou," says Fred Noe, seventh-generation bourbon distiller mental whiskeys and Heaven and Colonel James B. Beam's great-grandson. "Bourbon is Julian Cohen, Beam's Hill introduced Parker's Heritage hot all over the world. People read about this stuff, and if Vice President of Global expressions, while other brands, they can't get it, they want it." Insights & Innovation. such as Jefferson's Reserve and Jim Beam has also created an excellent cocktail whiskey Angel's Envy, executed smallerin Jacob's Ghost (80 proof, $21.99/750 ml.), a white whiskey scale, higher-end products. But Jim Beam remained largely absent that is aged for a year but has the color polished out. This in this ultra-premium/barrelis obviously Beam's answer to the burgeoning moonshine finished category. category, but there's one major difference: Although its Not anymore. color was filtered out, Jacob's Ghost still delivers the notes In August, Beam will launch of a one-year-old whiskey. You'll detect hints of caramel and the Jim Beam Signature Craft vanilla that you find won't in an unaged spirit. The lack of color gave Beam concerns that Jacob's Ghost 12 Year Old Kentucky Straight would get categorized with unaged products on the retail Bourbon (86 proof, $39.99/750 ml). shelf. Graber says they extensively studied the moonshine It packs a nose full of caramel, category and learned that consumers lumped unaged spirits praline and toasted oak with just with either vodka or actual moonshine, which a hint of tobacco and cigar box, "they still ultimately think of as having a harsh leading to a creamy mouth feel taste," Graber says. MaryKay Bolles is with spice, chocolate and fruit and But Jacob's Ghost is different. It's a Beam's Vice President a sprinkle of smoked paprika. At unique product that has a lighter body with of Global Research & such a low proof, I expect this to a little masculinity and more character than Development. be smooth, but I didn't necessarily other white whiskeys. It's worth substituting anticipate the long finish with a for vodka, and could have cocktails made slight cinnamon kick on the end. around it. "This shouldn't be in the This is sipping whiskey, best moonshine holding pen," Graber says. enjoyed neat. "We recommend it be shelved with other This mainstay 12 Year Old will Jim Beam products." also serve as the base for future In all, I came away from this event quite products, says Adam Graber, impressed with Beam's eagerness to Global Innovation Director innovate, without the desire to overthink for Beam. The first Jim Beam the process. Signature Craft special barrel"Bourbon is not becoming a test tube finish release will hit stores in product," Cohen says. September, but for now Beam is Thank goodness! keeping quiet about the barrel type for the finish. One thing's for Adam Graber, sure, though, Jim Beam believes New Jacob's Ghost, an aged whiskey Global Innovation these barrel-finishing programs with the color polished out. Director for Beam. are the future of bourbon whiskey. april 2013 / the tasting panel / 157 IMA CRE BEA IMA CAP