# Legacy Preserving Whiskey Brands Jim Beam Distilling Launches New Whiskey Brand, 'Hardin's Creek' By Niko Pajkovic | Published 2022-06-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hardins-creek References: [bevnet](https://www.bevnet.com/spirits/2022/james-b-beam-distilling-company-introduces-hardins-creek) & [beamdistilling](https://www.beamdistilling.com/home)  The [James B. Beam Distilling Company](https://www.trendhunter.com/trends/hardins-creek-whiskeys) has announced the launch of an all-new whiskey brand called Hardin's Creek, which will serve to support the Beam legacy by producing a variety of premium American whiskeys. The new label is being promoted as the "next generation of boundary-pushing, premium American whiskey." More specifically, Hardin’s Creek will release a new premium expression every year that will utilize ultra-rare liquids from James B. Beam Distilling Co's archives. To kick things off, the brand will be launching two expressions: 'Colonel James B. Beam [Kentucky Straight Bourbon Whiskey](https://www.trendhunter.com/trends/chicken-cock)' and 'Jacob’s Well Kentucky Straight Bourbon Whiskey.' “Every detail, from the blending techniques to the labels, draws inspiration from centuries of our family’s history, paying homage to our heritage while looking towards our future," said Freddie Noe, the Master Distiller of the Fred B. Noe Distillery. Image Credit: Jim Beam ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 17% | Activity: 42% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Premium Whiskey Brands:** The launch of Hardin's Creek whiskey brand signals an opportunity for other distilleries to create their premium and exclusive line of American whiskeys. - **Incorporating Legacy and History:** The emphasis on family history and heritage in the creation of Hardin's Creek whiskey presents an opportunity for heritage brands in other industries to incorporate their legacy into their products and marketing strategies. - **Utilizing Ultra-rare Liquids:** The practice of utilizing ultra-rare liquids in the production of premium whiskeys creates an opportunity for other alcoholic beverage manufacturers to experiment with unique and rare ingredients to produce high-end, exclusive products. ### Industries Being Reshaped - **Alcohol Manufacturing:** For distilleries, the creation of premium whiskey brands like Hardin's Creek represents an opportunity to tap into a lucrative market segment of consumers looking for high-end, exclusive products. - **Heritage Branding:** Heritage industries, such as fashion or beauty, could benefit from incorporating their legacy into product design and marketing strategies to appeal to consumers' desire for authenticity and history. - **Ingredients Sourcing and Production:** Companies in various industries could experiment with unique and rare ingredients to produce high-end, exclusive products, similar to how James B. Beam Distilling Company is utilizing ultra-rare liquids in the production of Hardin's Creek whiskey. ## Related on Trend Hunter - [Special Edition Whiskey Ranges](https://www.trendhunter.com/trends/hardins-creek-whiskeys.md) - [Family-Honoring Bourbons](https://www.trendhunter.com/trends/yellowstone-family-recipe.md) - [Complex Batch Whiskeys](https://www.trendhunter.com/trends/redwood-empire.md) - [Creamy Bourbon Whiskey Liqueurs](https://www.trendhunter.com/trends/jim-beam-bourbon-cream.md) - [Grain-To-Glass Whiskey Lines](https://www.trendhunter.com/trends/heaven-hill.md) - [Bottled-in-Bond bourbon releases](https://www.trendhunter.com/trends/bottledinbond-bourbon.md) - [Ultra-Luxurious Bourbon Expressions](https://www.trendhunter.com/trends/rolling-fork-spirits.md) - [Fruit-Forward Southern Cocktails](https://www.trendhunter.com/trends/kentucky-coolers.md) - [Carefully Curated Bourbon Whiskeys](https://www.trendhunter.com/trends/oh-ingram.md)