Red Stag by Jim Beam launches in the UK


Maxxium UK is to launch Red Stag by Jim Beam in the UK – the first flavoured bourbon in this market

Aimed predominantly at 18 - 24 year old professional males, Red Stag is made with four year old Jim Beam bourbon whiskey, infused with natural black cherry flavours to produce a “sophisticated, well-rounded taste” that is 40% ABV and “stays true to the craftsmanship of Jim Beam Bourbon”.

To be drunk on its own or mixed with cola, Red Stag is a versatile drink designed to raise appeal and accessibility to non-bourbon drinkers, bringing new consumers into both the Jim Beam brand and the bourbon category as a whole.

The natural sweetness of cherries have been a part of the bourbon culture since the 1800s when the Manhattan was born, so Red Stag with its cherry-infused flavouring works well as an ingredient in cocktails.

A significant investment programme, including consumer activity, on and off-trade promotions and a PR campaign, will propel the brand forward, helping it to achieve the same success it enjoyed at launch in the US in 2009. Last year in the US alone it sold more than 200,000 cases.

Consumer activity, communicating the tagline a different breed of bourbon, includes sampling at festivals nationwide, social media, advertising and a number of unique events that will bring the brand to life in fun, adventurous ways to engage with the target consumer. On and off trade activity will focus on sampling and engaging visibility at point of purchase.

Maxxium UK’s marketing controller for Red Stag, Eileen Livingston says: “The introduction of Red Stag reinforces Jim Beam’s global market leadership status. Today, flavoured spirits have become increasingly popular and Red Stag allows Jim Beam to introduce bourbon to new drinkers who wouldn’t normally drink it.

“The opportunity for Red Stag in the UK is huge and it will bring in drinkers from categories including rum, imported whiskies and specialities. Retailers in all channels have responded really positively to the launch and we have some great listings lined up including Tesco, Asda, Waverley TBS and Matthew Clark Wholesale. Coupled with a strong and robust marketing plan, we are confident Red Stag will become one of the most successful launches this year.”

Red Stag tasting notes:

Aroma: Distinctively fruity without disguising the familiar, rich nose of Jim Beam bourbon

Taste: Corn sweetness and mellow oak accented by a hint of black cherry for smoothness and balance

Finish: Satiny and judiciously sweet with a true bourbon warmth

1 April 2011 - Felicity Murray