Jim Beam Continues Flavor-Infused Bourbon Innovation With Release Of Jim Beam® Kentucky Fire™

DEERFIELD, Ill., Oct. 7, 2014 Jim Beam^® Bourbon is kicking things up a notch with its third flavored whiskey offering. Jim Beam^® Kentucky Fire^™, the latest flavored bourbon expression by the world's No. 1 bourbon, features the flavor of red hot cinnamon liqueur to deliver a fiery kick and a smooth finish that makes for a perfect shot.

"We've led the category in flavor innovation in recent years with Red Stag by Jim Beam, Jim Beam Maple and Jim Beam Honey, but our latest flavor certainly turns up the heat," said Chris Bauder, General Manager of Whiskies at Beam Suntory. "We're thrilled with the initial excitement we've seen for Jim Beam Kentucky Fire and are thrilled to continue to bring new and interesting flavor options to our fans and those who are new to whiskey."

Jim Beam Kentucky Fire is bottled at 70-proof. It delivers an intense, sweet taste that complements the Kentucky Straight Bourbon Whiskey it's made by, with a smooth cinnamon finish. Jim Beam Kentucky Fire is the perfect bourbon to enjoy as a shot, chilled, straight, or on the rocks, and is ideal for anyone who already enjoys flavored whiskey.

To support the launch, Jim Beam will release a collection of digital videos featuring the ultimate cinnamon bourbon-inspired shot rituals for Jim Beam Kentucky Fire fans – proving that there is truly no wrong way to get #FiredUp. Starting in late-September, these videos will be available on Jim Beam's social channels including Facebook, Twitter, and YouTube.

Examples of Jim Beam Kentucky Fire bourbon's tongue-in-cheek shot rituals include:

• "The Slow Burn" (Step one, prepare your palate; step two, take a shot of Jim Beam Kentucky Fire slow)
• "The Kentucky Standard" (Step one, order a round of Jim Beam Kentucky Fire; step two, drink it!)
• "The Kentucky Tycoon" (Order shots of Jim Beam Kentucky Fire for the whole bar, make it rain fire)

As part of the brand's digital marketing campaign in support of the launch, Jim Beam's digital AOR, Mekanism, will run the digital videos on various online, mobile, social and experiential channels, such as Facebook, Twitter, YouTube, ESPN, AOL, Kargo, Viacom, andNBCUniversal. The digital advertisements will run through early November 2014.

Jim Beam^® Kentucky Fire™ In the News:
Jim Beam Kentucky Fire has already generated substantial interest from whiskey enthusiasts. Geoff Kleinman from DrinkSpirits.comnoted that the spice level in Jim Beam Kentucky Fire is "balanced with the underlining sweetness, and addition of subtle whiskey notes are all exactly where they need to be for this kind of product"(August 2014).

AskMen's.com writer Robert Haynes-Peterson stated that Jim Beam Kentucky Fire "The result is sweet, but not sickly so, with the bold, woody bourbon doing some of the heavy lifting" (August 2014). Peterson also stated in Examiner.com that "as a chilled shot, it (Jim Beam Kentucky Fire) works perfectly, and the herbaceous complexity of the bourbon counterpoints the cinnamon liqueur better than the brash sweetness of Canadian whisky commonly used in other "hot" flavored whiskeys" (July 2014).

Jim Beam Kentucky Fire is available now in select bars and retail locations nationwide and has a suggested retail price of $15.99 for 750mL. Price varies by market and product size, which includes 50mL, 375mL, 750mL and 1L.

For more information, like Jim Beam's Facebook page (www.facebook.com/JimBeam), follow the brand on Twitter (@jimbeam) or visitwww.jimbeam.com/kentucky-fire.