Jim Beam Kentucky Fire contains cinnamon flavouring and follows the launch of maple and honey flavoured extensions.

Chris Bauder, general manager of Whiskies at Beam Suntory said: "We've led the category in flavour innovation in recent years with Red Stag by Jim Beam, Jim Beam Maple and Jim Beam Honey, but our latest flavour certainly turns up the heat.

 "We're thrilled with the initial excitement we've seen for Jim Beam Kentucky Fire and are thrilled to continue to bring new and interesting flavour options to our fans and those who are new to whiskey," Bauder said.

Available nationwide in 5cl, 37.5cl, 75cl and 1-litre bottles, Jim Beam Kentucky Fire has a 35% ABV and srp of US$15.99 per 75cl bottle.