From Kentucky To Hollywood A Signatory Tale Of Jim Beam

There has been a flurry of activity at the Jim Beam distillery this month, with preparations for their first-ever global advertising campaign and the release of Jim Beam Signature Craft 12 Year Old Small Batch, their first ultra-premium spirit.

Let’s take a look at the new bourbon first, shall we? The 12-year-old bourbon is a permanent addition to the Signature Craft line and sits alongside the Rare Spanish Brandy expression (sadly not available in the UK!). This small-batch production is new territory for Jim Beam, and I believe it's the oldest bourbon they have ever released.

Bourbon has seen great interest in the UK recently, particularly the small-batch variety—just look at the popularity of Four Roses Small Batch. This product offers the same quality, handcrafted spirit as other small-batch bourbons but has the advantage of coming from a trusted, familiar brand. It could serve as a great entry point into the world of premium bourbon for individuals who might otherwise hesitate without the reassurance of branding.

That’s not to say that the Signature Craft 12 Year Old Small Batch lacks value for experienced palates. This is an excellent whiskey that is robust enough to stand proudly alongside any other small-batch bourbon on the market. Being the highest-selling bourbon worldwide, it might be hard to imagine a true small-batch process happening at the Jim Beam distillery. But remember—Jim Beam also produces Knob Creek and other small-batch bourbons at their Kentucky distillery, so don’t be too sceptical!

Jim Beam generally creates a lighter-style bourbon compared to the heavier, bolder expressions from other distilleries, and the Signature Craft is no exception. The cult status of brands like Pappy Van Winkle and George T. Stagg demonstrates the popularity of big, bold bourbons. But—you don’t always want to drink high-strength spirits. Certain occasions (like everyday sipping) call for a lighter touch, and Jim Beam’s Signature Craft 12 Year Old Small Batch fills that role admirably. It’s also priced sensibly—so you won’t have to sell a kidney to afford one—and, more importantly, it’s actually available for purchase!

The dark colour signals that this bourbon has rested in oak for some considerable time, and oaky notes are certainly present. However, these are beautifully entwined with vanilla first and foremost, along with cinnamon, caramel, and marzipan over time. True to form, this is a light bourbon, yet still packed with flavour and warmth without overwhelming the palate. This is an ideal bourbon for regular drinking—so save your Pappy Van Winkle for special occasions and spare yourself the trouble of selling a kidney (which is probably pickled anyway!).

After all the effort that has gone into creating this lovely whiskey, it would be a shame if no one heard about it, wouldn’t it? Of course! That’s why Jim Beam is launching its first-ever global advertising campaign. Instead of featuring a middle-aged distiller talking about whiskey, they’ve (probably wisely) enlisted superstar Mila Kunis as the brand’s new spokeswoman and first lady.

The advert, titled “Making History,” will hit UK screens on 17th March before rolling out to over a hundred markets worldwide in the following months. Kunis will also take centre stage in Jim Beam’s advertising campaigns across digital platforms.

Kevin George, senior vice president and chief marketing officer at Beam Inc., said:

“Mila’s love of bourbon, her appreciation for the authenticity of our brand, her warm personality, and her global relevance to our Make History campaign make her the perfect partner.”

And while he didn’t say it outright, we all know that Jim Beam wants to be whiskey with benefits!