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UK release for Jim Beam Lime Splash
By Chris CoxMaxxium UK is making Jim Beam Lime Splash available across Great Britain as it attempts to broaden consumers’ choice for RTDs.
Jim Beam Lime Splash has been launched int he UK to capitalise on growing consumer interest in RTDsFollowing a successful launch in Germany earlier this year, the lime-lemonade Bourbon mix will initially hit the shelves of Asda stores from the end of April before rolling out across other grocers and off-trade retailers later in the year.
Beam Inc created the new edition primarily to offer shoppers an alternative to established ready-to-drink (RTD) flavours such as cola and ginger. Lime Splash will come in a “vibrant” white 330ml can in order to stand out from the predominately darker cans of other premixed drinks.
“RTDs provide the perfect entry point into spirits for our target consumers, giving them the chance to try something new at relatively low cost,” said Maxxium’s UK marketing controller Eileen Livingston.
“Flavoured spirits are growing in popularity and Jim Beam Lime Splash taps into this trend whilst providing a light drink perfectly served in a portable format, ideal for in-home drinking occasions, summer picnics, BBQs and outdoor events such as music festivals.”
The RTD category is worth a total of £660m in the UK, growing 22% year-on-year and selling more volume than any other sector, with companies moving fast to capitalise on the increasing interest.
According to Maxxium UK, 20 new premixes have launched in the UK market within the last year and earlier this week Diageo announced a £2m marketing campaign targeted at the RTD sector.