Beam Global Australia has just announced the most recent additions to its ready-to-drink portfolio, incorporating its successful Jim Beam Honey spirit.
The two new products – Jim Beam Honey & Cola and Jim Beam Honey & Ginger Beer – will be the first flavoured bourbon premixes offered by Jim Beam.
Said to deliver a softer, smoother taste with a hint of honey, the premixes target consumers who find the original taste of bourbon too strong.
The new offerings will be presented in slim-line cans, allowing the brand to both expand its bourbon category and entice more female consumers to the market.
The launch will be supported by a $1m integrated marketing campaign including above-the-line platforms such as outdoor media, online advertising, point of sale displays and extensive sampling activation.
Ray Noble, Beam’s brand director – bourbon, believes that the new products will provide reach to a new audience and strengthen Jim Beam’s current market position.
“We’ve been excited to launch Jim Beam Honey RTDs, our first flavoured bourbon RTD, following the success of the Jim Beam Honey full spirit last year,” said Noble.
“We’ve identified honey flavoured bourbon is a fantastic way for Beam to reach a new audience who love what Jim Beam stands for as a brand, but have perhaps found the taste of bourbon challenging.
“We’re committed to maintaining Beam’s reputation for innovation and believe the Honey RTD products will strengthen our market-leading position, and deliver great sales results for our retail partners.”
The flavoured bourbon category has delivered incremental value to the market and currently represents 7.5 percent of total bourbon sales.