Jim Beam targets highball market with RTD

Beam Suntory has unveiled Jim Beam’s first Japanese ready-to-drink offering, Citrus Highball Grapefruit.

Jim Beam is targeting the Highball-drinking Asian market with the launch of a Citrus Highball RTD

The new 350ml highball cocktail in a can is the first new product collaboration to unite Beam Suntory’s Japan and US teams.

US company Beam Inc and Japan’s Suntory Holdings merged their spirits portfolios into Beam Suntory Inc when Suntory acquired Beam for US$16bn last year.

Since Suntory has been promoting the “citrus highball” drinking style – squeezing french citrus fruits into the brand’s Bourbon highball cocktail –  Jim Beam Citrus Highballs have risen in popularity at bars and restaurants.

To make the RTD cocktail, Jim Beam has combined three different types of grapefruit spirits with its Bourbon to recreate the flavor of “freshly squeezed” grapefruit.

Meanwhile, the packaging is designed with the goal of accentuating the “refreshing” highball flavor and “premium cool cues” of Jim Beam.

The drink will be rolled out across Japan in the near future.

Earlier this month, it was revealed that American actress Mila Kunis is set to star in a new advert for Jim Beam Apple Bourbon.