Jim Beam White, Jim Beam Pineapple and Jim Beam Black Cherry are now available in the smaller format to retailers providing shoppers with a more accessible way to purchase.
The launch is part of a wider strategy from Suntory Global Spirits to expand smaller-format availability across its UK portfolio.
Laphroaig 10-Year-Old is already available in a 35cl format, and there are further fractional launches planned across the Suntory Global Spirits portfolio during the remainder of 2026.
This includes the launch of Jim Beam White and Jim Beam Pineapple in 5cl formats in Q1 2027, further extending opportunities to recruit shoppers into the category and encourage trial.
The move comes as smaller format spirits are predicted to reshape the category with affordability, moderation and wellness driving consumer demand.
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.
The move comes as Diageo unveiled the launch of its “Small bottles, Big Possibilities” initiative in the UK in July, showing the growing interest in smaller-format spirits.
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.”
He added: “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.”
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.
He added: “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.”
