Spirits distributor Maxxium UK has launched Jim Beam Honey into the off-trade following its on-trade success.

Launched in March this year, the honey-infused Bourbon will now be rolled out across selected multiple grocers, independent specialists and luxury retail outlets ahead of the festive season.

Eileen Livingston, Maxxium UK's marketing controller for imported whiskeys, said: "Jim Beam is investing in innovation to inspire and recruit consumers to the Bourbon category. In the past 18 months alone, we have launched Red Stag by Jim Beam, the first ever cherry-infused Bourbon; Jim Beam Honey, the first ever honey-infused Bourbon; and, most recently, Devil's Cut, a first-of-its-kind innovation for premium Bourbon drinkers.

"We are recruiting new consumers to the brand while driving excitement around Bourbon, evidenced by category-busting growth of 18% in the past year, versus total imported whiskey, which grew by 3%," she added.

Made with four-year-old Jim Beam Bourbon whiskey, Jim Beam Honey (35% abv) is infused with natural honey to produce a deep and rich flavour, designed to raise appeal and accessibility to consumers who wouldn't normally drink Bourbon.