But Beam's real success has been in innovative products. Jim Beam Black label has been a huge hit, and rightly so, as has the small batch bourbon collection of Booker's Basil Hayden, Baker's and Knob Creek.
I mention this because I recently had the chance to try Beam's newest release - Devil's Cut - at a small but select bourbon tasting that featured some dreadful characters but some exquisite whiskeys.
The Devil's Cut is different because of its use of water. Ordinarily, cask-strength whiskey is cut to bottling strength with water, but the Devil's Cut is a bit trickier. The water used to cut the spirit is first agitated in the empty barrel, leeching out more flavour from the wood and giving a richer finished product.
It's great, too; very woody and with big, big flavours of citrus, spice and nuts. It's a brilliant addition to the range.
While I was there, I had the opportunity to sample the Baker's small batch edition, something I haven't done for years. The small batch collection quickly became a popularity contest between the Booker's and Knob Creek expressions and they are two very fine whiskeys indeed.
But the Baker's was a revelation. It smelled of hazelnuts, cinnamon and vanilla and it's just so lush in your mouth that it's like drinking a Christmas cake.
The Devil's Cut is available soon and the Baker's is already on the shelves waiting for you. Don't let it just sit there.
