Beam launches Black Cherry bourbon

By James Atkinson

Beam Australia has launched Black Cherry by Jim Beam, the new, natural cherry-infused bourbon it says will entice new drinkers into the dark spirit category.

Black Cherry is Beam's first flavour variant offering and was launched last year in the US, with data showing the product delivered both new drinkers and increased consumption by current drinkers. It says 63% of the brand's sales were incremental to Jim Beam White.

Featuring red and black detailing and the tagline, 'For those with a curious appetite', Black Cherry by Jim Beam is made with 4-year-old Jim Beam Bourbon infused with natural black cherry flavours

"An extremely versatile base for mixed drinks and cocktails, Black Cherry by Jim Beam will appeal to consumers who find the flavour of bourbon a challenge, but buy into the fun and social nature of the Jim Beam brand," the company said in a statement.

Beam brand director of bourbon Ray Noble said Black Cherry will appeal to women, especially those who are adventurous and keen to try new things, as well as traditional male bourbon drinkers.

A national campaign, including strong in-store presence, consumer tastings, word-of-mouth program and above-the-line activity, will be aimed at consumers looking to try something new.

Black Cherry by Jim Beam can be found at liquor stores for RRP $39.99.