Good old “yellow label” Jim Beam Rye was, for many drinkers, their first exposure to rye whiskey. What was it? Aside from something mentioned in a Don McLean song? Beam’s Rye was good enough — cheap, too — like a racier bourbon, but maybe not as sweet. Or you could go for Old Overholt if you wanted something fancier in your Sazerac.
Fast forward a decade and the world of rye has been completely upended. Tons of great ryes are available now, many costing up to 70 bucks a bottle or more. Who buys Yellow Label in the face of all kinds of rye goodness out there?
Beam got the hint, and Yellow Label (more recently repackaged with a sort of Beige Label) is going off the market. Reformulated and upgraded, Jim Beam Rye has been reimagined for the premium rye era, crafted from a “pre-Prohibition recipe” and bottled at 90 proof instead of 80. Mashbill composition is not available. The new, official name: Jim Beam Pre-Prohibition Style Kentucky Straight Rye Whiskey. Just don’t let the green label confuse you, as Jim Beam Choice is still hanging around out there. (To clarify, this is now Beam’s only mainstream rye.)
And we tried it:
Deep butterscotch notes hit the nose first, ringed with hints of dark chocolate. It’s common to describe the body rye as “spicy,” but that’s often misconstrued to mean spicy with hot red pepper. What spicy often means, as it does here on Beam, is more akin to baking spice: Cloves, cinnamon, ginger, all wrapped up with some smoky bacon and just a touch of licorice. It’s lightly sweet with a vanilla custard note to it, but not as powerful as the punch of bourbon. Initially quite light on the body, it grows on you with its gentle notes of apple pie, caramel, and that slightly savory, almost smoky lacing. The finish is modest, almost short, but engaging and more than pleasant as it fades away.
I was ready to dismiss this as a gimmicky attempt to grab some share in a rapidly growing market, but whaddaya know? The stuff’s legit.
A- / $23 / jimbeam.com
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