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Jim Beam refreshed with new apple flavour

Maxxium UK is launching Jim Beam Apple, the latest flavour innovation from the world’s No. 1 bourbon, Jim Beam. Available across the on- and off-trade from May, this new flavour is expected to entice consumers to try US whiskey and drive continued category growth.

With a refreshing take on family tradition, Jim Beam distillers have brought together the taste of crisp, green apples and Kentucky Straight Bourbon Whiskey. The signature cocktail, Jim Beam Apple Splash, mixes Jim Beam Apple and tonic over ice, with a wedge of lemon for a delicious, refreshing cocktail all year round.

Jim Beam is one of the fastest growing whiskey brands in the UK growing at 53.5% volume MAT and flavours have fuelled the growth of the brand over the past four years driving the overall category. Jim Beam was the first to introduce flavoured whiskies in the UK, including Red Stag by Jim Beam, Jim Beam Honey, Jim Beam Maple and now Jim Beam Apple.

The launch of this flavour will be supported by television advertising in June and July, a digital and social media programme along with sampling in key urban locations. There is activation in the on- and off-trade in addition to Value Added Packs and bar kits featuring the refreshing signature serve.

In the on-trade, promotional support will include branded Jim Beam Apple glassware for serving ‘Jim Beam Apple Splash’ along with bold POS to communicate this exciting new serve. An on-trade sampling campaign will prompt trial and purchase throughout key cities engaging consumers with the new Jim Beam flavour and serve.

In the off-trade, Jim Beam Apple will be available at Morrisons from May.

Maxxium UK’s marketing controller for Imported Whiskey, Janice McIntosh says: “Flavours remain an important segment of the category and we are proud to offer customers and consumers a new variant and refreshing signature serve.”

Jim Beam Apple is available in 700ml bottles and has an RRP of £19.70

The new Jim Beam Apple flavour will be launched in the US in August. The bottle label is recognisably similar but the wording is subtly different (see image below).

Signature Serve: Jim Beam Apple Splash