Jim Beam Just Upgraded Its Black Label Bourbon and We Got a First Taste

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If you’ve been busy hunting down unicorn bottles and looking for higher-age-statement whiskeys over the past few years, it may have been a minute since you’ve tasted the corematured for five to six years and bottled at 86 proof, to being a seven-year-old bourbon at 90 proof with a new label design. And this is indeed an improvement on the liquid.

Noe told me that one of the reasons they were able to add an age statement to the bottle is that the market has actually slowed down a bit coming out of the coronavirus pandemic. “Right now the market is a little soft, so everything is getting a little older,” he said.

Another upside to having a glut of bourbon because of decreased demand is that the age of White Label might rise a bit 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,” said Noe. This is something that he says the Suntory Global Spirits team in Japan fully supports. “It’s all about quality. Taking the quality up, you won’t get any pushback from our Japanese owners.

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