Jim Beam releases apple-flavoured BourbonBy Annie Hayes
Beam Suntory is introducing “refreshing” Jim Beam Apple to the brand’s flavoured Bourbon portfolio in a bid to attract younger consumers who are new to the whiskey category.
The new apple expression, a flavour selected to “stay true” to the brand’s Kentucky roots, follows a string of flavoured Bourbons released by the company in recent years in an attempt to appeal to new Millennial imbibers who are unfamiliar with the whiskey market.
Jim Beam Apple, which is set for release in the UK, Germany and other key EMEA markets in May, will join existing flavours Maple, Honey, black cherry-infused Red Stag, and the cinnamon-flavoured Jim Beam Kentucky Fire in the brand’s portfolio.
It will be released in the US in July.
The 35% abv product is described as a “refreshingly crisp”, and will be positioned to take advantage of the “refreshment occasion” with its signature Apple and tonic serve.
Janis McIntosh, marketing controller for imported whiskies at UK distributor Maxxium UK, said that the group expects the expression to “add to the growth of American whiskey in the UK”, rather than cannibalise any of Jim Beam’s other flavours.
Asked if flavoured American whiskey has reached the boundaries of innovation seen in flavoured vodka yet, McIntosh replied: “We have to learn from the mistakes of flavoured vodka and not go down the route of innovating at the expense of our core range, but we’re not there yet.”
Brand owner Beam Suntory will launch a global marketing campaign fronted by Hollywood actress Mila Kunis, following the success of its ‘Make History’ television campaign which featured the star in January last year.
Supporting the expression will be a series of television, print and out of home advertisements, as well as POS and sampling support in both the on- and off-trade.
Jim Beam Apple will be available at the RRP of £19.70.