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Suntory brings Jim Beam variants to Japan
Beam Suntory is launching three brand extensions of Jim Beam Bourbon in Japan to capitalise on the growing popularity of the Whiskey Highball serve.
Three additional Jim Beam variants will be available in Japan from July
Suntory Spirits Limited, Beam Suntory’s Japan business, will launch Jim Beam Devil’s Cut, Jim Beam Apple and the recently unveiled Jim Beam Double Oak on 5 July in Japan.
At the same time, the group will rollout its global packaging redesign for Jim Beam Black, Jim Beam Rye and Jim Beam Honey to Japan. Jim Beam Honey will also launch a new recipe in the market.
Beam Suntory claims interest in Jim Beam has grown in Japan with the increasing popularity of the Whiskey Highball drink, while the brand has also benefited from television commercials featuring Japanese television personality Kola.
In total, the brand experienced a 62% year-on-year sales growth in Japan in 2015.
Earlier this year, Jim Beam unveiled a global packaging overhaul for its entire portfolio – the first “significant” redesign for the Bourbon brand in decades that aims to create a “unified” image in more than 100 markets.
The brand launched its Jim Beam Double Oak expression earlier this month in global travel retail. The expression is first matured in new charred American white oak barrels, before being transferred into a second charred oak barrel for a further period of ageing.