If you’ve been searching for rare whiskey bottles and high-age-statement bourbons recently, it might be time to revisit the classic Jim Beam lineup. The James B. Beam Distilling Co. has just updated its Jim Beam Black bourbon, adding a seven-year-old age statement, and we had the chance to get an early taste.
Jim Beam Black, previously known as an “extra-aged” bourbon matured for five to six years and bottled at 86 proof, now boasts a seven-year age statement and is bottled at 90 proof. This change not only enhances the flavor but also comes with a sleek new label design. The familiar nutty, grainy character of Jim Beam is still there, but it’s now complemented by notes of toasted bread, fresh berries, black pepper, rum raisin, cocoa powder, and caramel.
During a recent visit to the distillery, I spent time with Fred Noe, a legendary figure in the Kentucky bourbon industry and master distiller at Jim Beam. We met in one of the distillery’s many warehouses, where we tasted seven-year-old bourbon at cask strength directly from the barrel. At around 125 proof, this whiskey was impressive.
Noe explained that the addition of the age statement was possible due to a slowdown in the market after the coronavirus pandemic. “Right now the market is a little soft, so everything is getting a little older,” he said. The barrels for this new release were set aside to age further before the market weakened. Noe credits his son, eighth-generation master distiller Freddie Noe, for having the foresight to do this. “Freddie saw we had some older Jim Beam because we weren’t pulling out as much four-year-old [for White Label], so he said let’s take [Black] up to seven years and put an age statement back on the bottle.”
Noe acknowledges that while age doesn’t always guarantee quality, age statements are important to many bourbon enthusiasts. “True bourbon lovers like to know what’s in the bottle,” he said. “In the old days, people did studies and said age statements don’t matter. Sure, to the guy that drinks Jim Beam White Label and Coke, they don’t, but other people like to know what makes this different from other competitors on the shelf.” According to Noe, his father, the legendary master distiller Booker Noe, believed that seven years was the ideal age for bringing out the vanilla notes in bourbon. “Before that age, it’s minor, but to really get it where you can see it, smell it, it’s seven years.” Freddie and his team also experimented with the proof, settling on 90 as the optimal strength for both sipping and mixing.
Jim Beam Black isn’t the only label getting an age statement upgrade. Knob Creek, another brand under the James B. Beam Distilling Co. umbrella, has added 12, 15, and 18-year-old expressions to its lineup after reintroducing the nine-year-old age statement to its core bourbon. On the rye side, seven-year-old and 10-year-old versions were also recently launched. These moves are significant, especially during a period of uncertainty in the bourbon market. “I think the industry got a little spoiled during Covid,” Noe said. “There was double-digit growth on just about anything you put on the shelf when people were staying at home drinking more. Now they’re getting out, maybe drinking a little less. You’re seeing more push towards low and no alcohol, people are more health-conscious. And there’s just a lot of stuff out there, the shelves are very crowded with bottles. Anybody who’s got a fat checkbook has a distillery.”
An additional benefit of the decreased demand for bourbon is that the age of White Label might increase slightly in the near future. “We’re at a point now where we can increase the age a few months and get it more well-rounded, get that grainy note to become less prevalent,” Noe explained. This initiative is fully supported by the Suntory Global Spirits (formerly Beam Suntory) team in Japan. “It’s all about quality. Taking the quality up, you won’t get any pushback from our Japanese owners. They’re backing Freddie up 100 percent.”
The new seven-year-old Jim Beam Black is now available for purchase from retailers like Total Wine.
Shop Jim Beam
About Beam Suntory
Beam Suntory is one of the world's leading spirits companies, known for its extensive portfolio of iconic brands and a rich heritage that spans centuries. Formed in 2014 through the merger of Beam Inc. and Suntory Holdings Limited, the company boasts a diverse range of spirits, including whiskey, tequila, vodka, rum, and liqueurs. Beam Suntory's portfolio includes renowned brands such as Jim Beam, Maker's Mark, Knob Creek, Laphroaig, Yamazaki, and Courvoisier, among many others, each with its own unique story and heritage.
With a presence in over 200 countries and territories worldwide, Beam Suntory is committed to delivering exceptional quality and craftsmanship in every bottle. The company's dedication to innovation and tradition is evident in its wide range of products, which cater to a variety of tastes and preferences. From small-batch bourbons to single malt Scotch whiskies, Beam Suntory's brands offer something for every whiskey enthusiast and spirit connoisseur.
Beyond its commitment to quality spirits, Beam Suntory is also dedicated to corporate responsibility and sustainability. The company strives to minimize its environmental footprint and make a positive impact on the communities where it operates through initiatives focused on responsible sourcing, environmental conservation, and community engagement.
Overall, Beam Suntory stands as a global leader in the spirits industry, celebrated for its diverse portfolio of iconic brands, commitment to quality and craftsmanship, and dedication to making a positive impact on the world. Whether enjoyed neat, on the rocks, or in cocktails, Beam Suntory's spirits offer a taste of tradition and a memorable drinking experience for enthusiasts and consumers around the globe.
