Jim Beam makes a splash in the UK with new apple flavour

Maxxium UK is launching Jim Beam Apple, the latest flavour innovation from the world’s No. 1 bourbon, Jim Beam®. Available across the on- and off-trade from May, this new flavour is set to recruit consumers into US Whiskey and drive continued category growth.

With a refreshing take on family tradition, Jim Beam distillers have brought together the taste of crisp, green apples and Kentucky Straight Bourbon Whiskey. The result is a perfect balance of apple and delicious bourbon, rich with American heritage, with a light, juicy twist. The signature cocktail, Jim Beam Apple Splash, mixes Jim Beam Apple and tonic over ice with a wedge of lemon for a delicious, refreshing cocktail all year round.

Jim Beam is one of the fastest growing whiskey brands inthe UK growing at 53.5% volume MAT and flavours have fuelled the growth of the brand over the past four years driving the overall category1. A leader in innovation, Jim Beam continues to Make History by being the first to introduce flavoured whiskies in the UK, including Red Stag by Jim Beam, Jim Beam Honey, Jim Beam Maple and now Jim Beam Apple.

The launch of this new flavour will be supported by television advertising in June and July, a digital and social programme along with sampling in key urban locations.  There is activation in the on- and off-trade in addition to Value Added Packs (VAPs) and bar kits featuring the refreshing signature serve.

In the on-trade, promotional support will include branded Jim Beam Apple glassware for serving “Jim Beam Apple Splash” along with bold POS to communicate this exciting new serve.  An on-trade sampling campaign will prompt trial and purchase throughout key cities engaging consumers with the new Jim Beam flavour and serve.

In the off-trade, Jim Beam Apple will be available at Morrisons from May.

Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh says: “Jim Beam Apple is a fresh twist on our delicious bourbon that has been made with pride by the Beam family for 220 years. As a brand that has Make History at its heart, Jim Beam is once again first to market with a flavour that will recruit new consumers to the category and build the growth of bourbon in the UK.

“Flavours remain an important segment of the category and we are proud to offer customers and consumers a new variant and refreshing signature serve as an exciting way to enjoy Jim Beam. Jim Beam Apple Splash is a refreshing serve perfect for the forthcoming summer months allowing our customers to capitalise on the growth of US whiskey and flavoured bourbon.”

Jim Beam Apple is available in 700ml bottles and has an RRP of £19.70.