Beam Suntory to run in-store GTR Jim Beam Lineage consumer activations

By Andrew Pentol |

The new Jim Beam Lineage expression will soon be available across European travel retail with a specific focus on the Nordics.

Jim Beam has launched Lineage, a batched premium expression exclusive to travel retail and the first collaboration on the brand for Jim Beam’s seventh and eighth generation family distillers.

Created by seventh generation beam family master distiller, Fred Noe, and his son, Freddie, the one-of-a-kind whiskey will soon be available to purchase in GTR for $250. Encompassing eight generations of expertise, knowledge and curiosity, Lineage, is the first bourbon from the Jim Beam portfolio to feature Freddie’s name.

Aged in charred white oak barrels in Warehouse K since 2004, the bourbon is 15 years old and has the same mouthfeel for which Jim Beam is recognised. The whiskey has notes of spice, vanilla and caramel, ensuring it is perfectly balanced and has a smooth, warm finish. The bespoke bottle also features the Jim Beam seal.

Responding to a question from TRBusiness regarding the travel retail rollout during a recent online tasting of the new Lineage expression, Manuel González, Brand Marketing Director, Beam Suntory Global Travel Retail said: “The product will soon be available across Europe with specific focus on Nordics, where it will play a relevant role at some of the ferry fairs taking place this summer.

“Later this year it will hit Asia and Oceania, where we will run a set of consumer activations in-store. My personal expectation is that this product will resonate greately with a broad set of spirit lovers looking for exclusive great liquids. It will indeed reinforce the premiumisation of the bourbon category we have been obersving for the last few years.”


Jim Beam Lineage enters GTR as the American whiskey category continues growing. It is expected to appeal to dedicated bourbon fans, along with discerning sippers looking to try something new. An ideal gift for friends and family, the bourbon is best enjoyed neat or on the rocks.

Offering something special to travellers, especailly during this challenging period was extremely important for family master distiller Fred Noe.

González told those participating in the tasting: “This is a champion collaboration between Fred Noe and Freddie Noe which we’re incredibly excited to announce as a global travel retail exclusive.

“The undeniable chemistry between the father and son duo, paired with the rich history of Jim Beam, has led to the creation of a truly exquisite whiskey. We look forward to releasing new batches of Lineage in the coming years, as part of our future plans for the expansion and premiumisation of our portfolio.”

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.”

Jim Beam Lineage is the first collaboration on the brand for Jim Beam’s seventh and eighth generation family distillers.

Freddie Noe added: “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.”


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