Honey bourbon launches in travel retail

Maxxium Travel Retail is introducing Jim Beam Honey in Europe. The new flavour follows the launch of Red Stag by Jim Beam last year and Devil’s Cut six months ago.

Jim Beam Honey is made with 4yr old Jim Beam bourbon whiskey infused with honey. Targeted at 18-34 year olds, it is a versatile drink with a smooth, sweeter flavour profile, designed to raise the appeal and accessibility of bourbon to consumers both in and outside the category.

Beam’s EMEA travel retail business manager, Antony Kime, says: “We are seeing some strong growth in the bourbon category and the introduction of new products like Red Stag by Jim Beam and now Jim Beam Honey is broadening our appeal to younger LDA consumers

Available from this month initially in Eurotrade and Heinemann stores only (35% ABV, RRP €17,99/1 litre).

1 September 2012 - Felicity Murray