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Beam launches Ice Surge liqueur in US

According to Beam Inc, it’s latest cordials product, Ice Surge liqueur, “takes the shot experience to a cool, smooth new level” with a combination of refreshing fruit flavours and an icy blast.  Available in two variants, Tropical Freeze and Berry Blizzard, the unique Ice Surge formula features a cooling sensation that adds to the sensory experience for consumers. The packaging also has an ice-like appearance and the feel of cracked ice.   

“Everything about Ice Surge is bold – from the intense fruit flavours to the icy finish,” says Ivan Hidalgo, senior brand manager of cordials at Beam Inc. “This is the perfect go-to shot to cool down when the night starts heating up!”

Both products in the line feature the perfect complement of fruit and cooling mint.  Ice Surge Tropical Freeze blends the sweet flavours of pineapple and mango, packing an arctic cool sensation followed by the tastes of exotic fruit, while Ice Surge Berry Blizzard combines raspberry with tangy black berry and acai berry flavours, resulting in a cool minty blast with a fresh sweet berry finish.

Consumers can also “Ride the Surge” on the Ice Surge website,, by uploading a photo of themselves or their friends, which will then be blasted with a frosty chill photo filter transforming any photo into a wintery scene.  They can share their new photos across social media channels using the hashtag #FreezeFrame. 

Ice Surge is 70 proof and available in select markets, including Delaware, Florida, Georgia, Illinois, Indiana, Kansas, Louisiana, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, Pennsylvania, South Dakota, Tennessee, Texas and Wisconsin with a SRP of US$16.99 per 75cl bottle.

18 October 2013 - Felicity Murray The Drinks Report, editor