By Amy Looker – editor National Liquor News

Beam is launching two new RTDs under its Canadian Club portfolio and rolling out a refresh of its Jim Beam cans for the first time in over 10 years.

The new Canadian Club Premium RTD features a stronger, bolder taste that encapsulates the role Canadian Club played in the 1920s and 1930s in the USA, captured by the slogan ‘The taste that broke prohibition’.

It will be joined by Canadian Club Summer Crisp, which will be rolled out nationally after successful trials in Queensland and Western Australian markets.

According to brand manager, Tiffany Madsen, Canadian Club has made significant inroads into expanding the category through its existing RTD offering by converting beer and cider drinkers, and believes adding a premium offering will only increase that conversion rate.

“Releasing a premium, high ABV Canadian Club RTD and expanding on the proven success of Summer Crisp is a logical and aggressive move for Canadian Club, especially leading into the key summer trading period this year.

"We’ve made no secret we’re here to take on premium beer and recent sales data has given us a fearsome reputation in the process," said Madsen.

"We’re known as the leaders in Dry RTD variants, and both Canadian Club Premium RTD and Summer Crisp will continue to keep the brand top of mind and stretch the brand to reach more consumers.

Meanwhile, Jim Beam will be rolling out its first full packaging redesign for its RTD cans in over a decade, with Jim Beam & Zero Sugar Cola slated as the first product to feature the revamped look in a new 10-pack can format.

“At Beam, we know it’s important to keep up with the times, but when you have an iconic brand with millions of loyal fans across the country, decisions to change anything about the product are never taken lightly," said Beam’s brand director for bourbon, Ray Noble.

"During the entire process, we’ve kept Jim Beam’s consumers top of mind when making any decisions about the new design.

“After reviewing our current packaging and consumer research our focus was to: lift quality cues and make the design more contemporary, increase our ownership of white and stand out on shelf for different variants, and strongly link the family architecture between our different brands.

"We feel the redesign really captures all three of our creative objectives.”

The new Jim Beam & Zero Sugar Cola 10-pack has commenced roll out, with the Jim Beam White products due to follow over the next two to three months.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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