Jim Beam premium batch exclusive ‘Lineage’ to hit duty free shelves in 2021

By Luke Barras-hill |

Beam Suntory Global Travel Retail has unveiled the first collaboration between Jim Beam’s seventh- and eighth-generation family distillers.

Lineage (55% ABV) is a premium bourbon expression exclusive to global travel retail and will be available in early 2021 priced at $250.

Aged in charred white oak barrels housed in a warehouse since 2004, the 15-year old spirit features notes of spice, vanilla and caramel, for a balanced and smooth finish.

It is created by seventh-generation Beam Master Distiller Fred Noe and his son Freddie.


Its entry into global travel retail is a response to the boom in consumer demand for American whisky with the liquid appealing to dedicated bourbon drinkers as well as sippers looking for something new, according to Beam Suntory.

The bespoke bottle is embossed with the iconic Jim Beam seal, making the new whiskey instantly recognisable.

Ed Stening, Head of Marketing 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.”

Jim Beam Lineage’s standout packaging promotes the premium liquid to duty free buyers.

Fred Noe, Master Distiller, Jim Beam added: “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.”


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