Doubled Aged

[Josh]

For those of you who haven't noticed, Jim Beam Black has a new label. The type is smaller, the bottle is a slightly different shape, and the label describes it as "double aged", i.e. aged twice as long as the white label.

A pic of it can be found @ BourbonBlog. Any thoughts? The new label looks a bit more more upscale, but I think I prefer the older one.

[ThomasH]

I noticed the new bottle at the Beam booth during the sampler. I consider it more or less marketing fluff. I also definitely like the old bottle better!

Thomas

[kickert]

I actually really like the new bottle.. It reminds me of gin bottles, but I think it is pretty slick.

What I don't get is the whole "double aged" thing... that just sounds weird... like they are rebarreling. In all actuality they are just aging it twice as long.

[harshest]

Yeah I don't get the "double aged" thing either, it should say something to the effect of "aged twice as long".

Regardless I really like the new bottle, it sure sets it apart from the white label. You can tell that JBB wasn't selling and by giving it a new "upscale" look it might trick some people into thinking that it's on par with other premium products with fancy bottles.

[DeanSheen]

"Double Aged" that's classic manure from the marketing department.

I like the old bottle better and would have thought the bottle shape would be more closely tied to the branding. I'd say they are trying to pull another R(1) out of their hats.

Better products, less marketing please.

[kickert]

"Double Aged" that's classic manure from the marketing department.

I like the old bottle better and would have thought the bottle shape would be more closely tied to the branding. I'd say they are trying to pull another R(1) out of their hats.

Better products, less marketing please.

From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

[CorvallisCracker]

The question is: is there going to be a Fancy New Price to go with the Fancy New Bottle?

[Ultra]

From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

My thoughts exactly.

[Josh]

The question is: is there going to be a Fancy New Price to go with the Fancy New Bottle?

Not so far.

And I do like JBB. Good value pour.

[ebo]

From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

[cowdery]

Apparently Beam has never been happy with Beam Black, because they have changed it many times, changing the age and proof as well as the name, label and bottle. It's also a big export product for them.

Fred Noe told me that at one time they wanted to discontinue the white label 7-year-old, which is primarily sold in Kentucky, and convert those consumers over to the black label, but it didn't work.

Ultimately I think they would like the more profitable black label to be the primary expression, but it doesn't seem to be happening.

[JohnHansell]

I noticed the bottle being poured at WhiskyFest Chicago a few weeks ago. I asked what the "Double Aged" meant and they explained, but I also found it to be a peculiar way to describe the whiskey.

[Halifax]

Humm... I guess that makes my pour of EC12 that I am enjoying at the moment triple aged. Cool.

[harshest]

I noticed the bottle being poured at WhiskyFest Chicago a few weeks ago. I asked what the "Double Aged" meant and they explained, but I also found it to be a peculiar way to describe the whiskey.

So how did they explain it? As just being twice as old as the white label?

[cowdery]

So how did they explain it? As just being twice as old as the white label?

Yes, that's the deal. I talked to Fred about it at WhiskeyFest and after he made the pitch he poured me a Booker's.

[bonneamie]

I like the looks of the new bottle and it certainly would convince me to buy it. It's very classy and, wow, double aged in big letters. Must be really good!

[shoshani]

Yes, that's the deal. I talked to Fred about it at WhiskeyFest and after he made the pitch he poured me a Booker's.

I think I love him for that, right there.

My own feeling? I like the OLD old Beam Black label. You know, the one that said 90 proof.

[DeanSheen]

From where I sit, I see JBB as a better product that has kept a relatively low price and has received very little marketing.

Marketing = bottle change, label change.

I dislike the expression and the brand. The only product I buy from them is OGD. I'll drink Knob Creek or Bookers in a bar, never buy any bottles for home use.

[cowdery]

Heaven help me, but I like the Beam whiskeys. Ova Haney, when he was Master Distiller at Four Roses, raised his eyebrows when I told him (a Kentuckian will seldom be more critical than that).

[ErichPryde]

I just saw this label today while dusty hunting. I immediately got the "double aged" meaning, and found the label to be pretty cool.

[Ultra]

JBB is a good solid whiskey and a good value, if somewhat under-proofed, IMHO. When faced with the choice I am more likely to grab a 101 of Turkey.

[The Boozer]

I'm with Ultra on this one. JBB is not cheap when compared to OGD 100, OGD 114, OWA 107 and EC12. I tend to grap those 1st and have yet to pick up JBB.

[ILLfarmboy]

Handsome bottle and label. Silly wording.

[jburlowski]

My own feeling? I like the OLD old Beam Black label. You know, the one that said 90 proof.

[ThomasH]

Back in the 1980's and earlier, JBB was 90 proof and 101 months old!

Thomas