Jim Beam White, Jim Beam Pineapple and Jim Beam Black Cherry launch in a new smaller format, with standard and price-marked packs available from 28 September
Jim Beam®, the world’s No.1 bourbon, is expanding its UK convenience and wholesale offering with the launch of a new 35cl format across its core and flavour range.
Available from 28 September, Jim Beam White, Jim Beam Pineapple and Jim Beam Black Cherry will all be available in 35cl bottles, giving retailers a broader range of pack formats and shoppers a more accessible way to purchase and explore the Jim Beam portfolio.
The launch comes as smaller spirit formats continue to gain momentum in UK retail. Nielsen data shows that fractionals (20cl–50cl) are growing, while traditional full-sized spirits are in decline, with convenience performing particularly strongly. Within whisky, 53% of fractional sales take place in convenience, highlighting the growing relevance of smaller formats in the channel. *[i]
For convenience retailers, the new 35cl range offers an opportunity to increase choice, cater to different shopper missions and bring additional price points to the spirits fixture, without requiring the shelf space of a traditional 70cl bottle.
The format also provides a lower upfront cost for shoppers, helping make the award-winning Jim Beam range more accessible across a wider variety of purchase occasions.
The new range will be available in both standard and price-marked pack formats, supporting retailers with flexibility in how they present and price the products in-store. PMPs also provide clear value communication at shelf, which is particularly relevant as shoppers continue to look closely at overall basket spend.
Frederick Holt, Marketing Manager for Bourbon & Portfolio Brands at Suntory Global Spirits, said: “Jim Beam is the world’s No.1 bourbon, and we want more people across the UK to discover exactly why. This 35cl launch makes that easier than ever before, whether it’s someone picking up our award-winning whiskey for the very first time or a loyal Jim Beam drinker finding a new way to enjoy it. And this is just the start; we’ve got big plans for Jim Beam in 2027, with shoppers set to see the brand show up across the UK more often.”
Smaller formats are increasingly aligned with changing shopping habits, as consumers adopt more frequent, lower-value shopping missions.
Since becoming a new UK route-to-market, Suntory Global Spirits has been listening to consumers, shoppers, and retailers to understand their needs. A key message was that the current portfolio needed to be adapted to deliver products in more accessible formats at a more affordable price point for the convenience occasion.
Nick Temperley, Managing Director UK & Ireland at Suntory Global Spirits, said:
“We’re seeing a real shift in how shoppers are buying spirits, and fractional formats are right at the heart of it. For convenience and wholesale, where choice, price point and smart use of shelf space all matter, that shift is a big opportunity for us. Bringing Jim Beam into 35cl gives our retail partners another way to meet shoppers where they are, and it’s part of a much broader move across our portfolio to get the right formats in front of the right occasions.”
With the average basket in the UK now sitting at £22.20, the 35cl format provides another way for shoppers to access spirits while managing their overall spend. *[ii]
The new Jim Beam 35cl range includes:
- Jim Beam White 35cl – Available in standard and price-marked packs
- Jim Beam Pineapple 35cl – Available in standard and price-marked packs
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Jim Beam Black Cherry 35cl – Available in standard and price-marked packs
The launch forms part of a wider programme from Suntory Global Spirits to expand smaller-format availability across its UK portfolio. Laphroaig 10-Year-Old is already available in a 35cl format, with further fractional launches planned across the Suntory Global Spirits portfolio during the remainder of 2026.
The programme will continue into 2027, with Jim Beam White and Jim Beam Pineapple planned to launch in 5cl formats in Q1 2027, further extending opportunities to recruit shoppers into the category and encourage trial. The expansion reflects Suntory Global Spirits’ ongoing focus on developing formats that respond to the needs of retailers and shoppers, helping partners offer greater choice, accessible price points and the right products for different occasions across convenience and wholesale.
Available 28th September in STD and £11.89 PMP in Booker, Bestway, Parfetts, United Wholesale, Coop, with more to follow.
[i] Source: Nielsen Total Market & Traditional Convenience [Symbols & Independents incl. Forecourts], L52w/e 11 July 2026.
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