Jim Beam unveils orange-flavoured Bourbon liqueurBy Kate Malczewski
Beam Suntory has extended its Jim Beam Bourbon portfolio with an orange-flavoured variant.
Jim Beam Orange combines orange liqueur and Kentucky straight Bourbon whiskey.
The 37.5% ABV expression offers notes of sweet orange, vanilla and char, and is available at select retailers in the US for an RRP of US$15.99 per 750ml.
It is the latest addition to Jim Beam’s range of flavoured whiskeys, which includes Peach, Vanilla, Apple, Kentucky Fire, Honey and Red Stag by Jim Beam Black Cherry.
Through its flavoured portfolio, the Kentucky-based producer hopes to convert consumers to the Bourbon category by ‘unlocking new occasions’ to drink the spirit.
As such, the orange expression was developed for use in ‘simple summer cocktails’, with the brand championing the ‘sessionable’ Jim Beam Orange Highball – one part Jim Beam Orange to three parts soda water – as its signature serve.
The distiller has been focusing on Highballs as a key aspect of its marketing as of late. Last month, Jim Beam introduced two new canned cocktails, the Classic Highball and the Ginger Highball, to its RTD offering; earlier this year, it introduced a campaign to promote Highballs as alternatives to beer.