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Jim Beam Orange debuts in UK

Beam Suntory has launched Jim Beam Orange in the UK via supermarket Asda.

Beam Suntory Jim Beam Orange
The orange-flavoured spirit is a mix of orange liqueur and Kentucky straight Bourbon

Jim Beam unveiled its orange-flavoured Bourbon-based liqueur in June 2021.

The 37.5% ABV expression combines orange liqueur and Kentucky straight Bourbon, which is said to deliver flavours of sweet orange, vanilla and char.

The bottling is available at Asda stores in the UK and online, alongside Jim Beam’s other flavours in the range: Peach, Apple and Honey.

Sarah Isaac, head of UK brand marketing at Beam Suntory, said: “After the successful launch of Jim Beam Peach in 2021, we are looking forward to the orange flavour, to encourage new occasions and recruit new consumers to taste the spirit.

“We are thrilled to be partnering exclusively with Asda to launch the orange-flavoured liqueur, as the perfect partner for consumers to enjoy our brand at-home, in delicious cocktails throughout the summer.”

The orange-flavoured Bourbon liqueur will be available exclusively to Asda for the next two months for an RRP of £18 (US$21.61). It will be rolled out to other retailers in due course.

Beam Suntory expanded its Jim Beam range with a limited edition Bourbon-based cream liqueur in 2021.

In February, Beam revealed its figures have shown a ‘strong’ sales rise, owing to success of its spirits and growing ready-to-drink (RTD) portfolio.

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