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Jim Beam Apple VAP launches in ASDA stores

Maxxium UK is introducing value added packaging for Jim Beam Apple, the latest flavour innovation from the top selling bourbon, encouraging consumers to enjoy a ‘Jim Beam Apple Splash’. Available in 100 ASDA stores from this month across the UK, the pack includes a 700ml bottle of Jim Beam Apple and a Jim Beam branded highball glass perfect for serving the refreshing, signature cocktail.

Jim Beam has brought together the taste of crisp, green apples and Kentucky Straight Bourbon Whiskey and created a signature serve of Jim Beam Apple Splash that mixes Jim Beam Apple and tonic over ice with a wedge of lemon for a refreshing all year round drink.

The introduction of new flavours to the Jim Beam family has fuelled the growth of the brand in the UK, resulting in a 48.3% volume growth (off-trade Nielsen data to 18.07.15, CGA on-trade data to 13.06.15).

Maxxium UK’s marketing controller for imported whiskey, Janice McIntosh says: “Summer presents an important sales opportunity as consumers are looking to purchase spirits that are approachable and enjoyable. This is the perfect time to encourage consumers to trial Jim Beam Apple in a Jim Beam Apple Splash, an ideal summer serve that is crisp and refreshing.

“Flavours remain an important segment of the category and we are proud to continue to support the launch of Jim Beam Apple and communicate a refreshing signature serve that is a new and exciting way to enjoy Jim Beam.”

The value added pack for Jim Beam Apple has a RRP of £19.68 (£15.00 on promotion).

26 August 2015 - Felicity Murray The Drinks Report, editor