New RTD onslaught from Beam
By Amy Looker
Beam Global Australia will shake up the RTD category this summer with the launch of three new products.
Keeping the summer party season covered is the release of Jim Beam & Cola and Canadian Club & Dry in five litre kegs.
Packaged in a drip-free keg and standing at 25 centimetres tall to ensure they fit into a fridge, the party kegs are also re-sealable and maintain a constant tap pressure to ensure carbonation down to the last glass.
"The five litre Party Kegs are an exciting new way for people to enjoy their favourite pre-mixed spirit with a bunch of mates, while the innovative pressurised format ensures the mix stays fresh and bubbly for up to 30 days in the fridge," said Ray Noble, Beam Global Australia's brand director for bourbon.
"A great, fun alternative to a case of premium beer, the kegs are sure to be the ultimate conversation starter at any social occasion."
And to captialise on the success of Jim Beam Devil's Cut, launched in March, Beam will also be releasing the new Jim Beam Devil's Cut RTD.
According to Noble, Jim Beam Devil's Cut FSBS has achieved six per cent share of the total market since its launch and the high ABV RTD is the next logical step in the brand's extension.
"Premium and high ABV RTD's are the primary drivers of growth in this category, with RTD's above six per cent ABV growing at 60 per cent versus last year," said Noble.
"At 6.66 per cent ABV, the new Devil's Cut RTD is a clear step up from standard bourbon RTD's, trapping the robust flavour and depth of Devil's Cut full spirit in a convenient format that's ideal for summer parties and barbeques."
The new party kegs have an RRP of $54.99, while the Jim Beam Devil's Cut RTD has an RRP of $22.99 per 330ml bottle four-pack.