Beam’s Knob Creek Entering Burgeoning Rye Whiskey CategoryJuly 25, 2012
Beam Inc. is targeting the hot U.S. rye whiskey market with one of its fast-growing small-batch Bourbon brands, Knob Creek. The company is currently rolling out its Knob Creek Rye variant nationwide. The new offering is 100-proof and will sell for $40.99 a 750-ml. The launch is being backed by a partnership with celebrity chef Michael Symon, who will create cocktail and food recipes involving the brand for the summer, fall and holiday seasons and design a limited edition label for Knob Creek’s flagship Bourbon for the holidays.
In addition to its Bourbon and rye variants, Knob Creek’s line also includes a single-barrel whiskey that was introduced last year. The brand has been among the beneficiaries of the resurgence in the Bourbon category in the U.S. market of late. In 2011, its volume grew 18% to 167,000 cases, according to Impact Databank.
Now Knob Creek is entering a rye segment whose popularity among mixologists has fostered robust growth and led to a tightening of supply. Of the rye phenomenon, Jim Beam master distiller Fred Noe recently told Shanken News Daily, “We didn’t see this coming. It’s going to take us a couple of years to catch up.”