By Amy Looker
Jim Beam has released its first flavoured RTDs onto the market with the launch of Jim Beam Honey & Cola and Jim Beam Honey & Ginger Beer.
The two new SKUs follow on from the launch of Jim Beam Honey in early 2012 and coincide with Beam’s massive new ‘Make History’ campaign.
Beam’s brand director for bourbon, Ray Noble, said he’s looking forward to expanding the appeal of the bourbon category through the launch of flavoured bourbon RTDs.
“We’ve been excited to launch Jim Beam Honey RTDs, our first flavoured bourbon RTD, following the success of the Jim Beam Honey full spirit last year,” Noble said.
“We’ve identified honey-flavoured bourbon is a fantastic way for Beam to reach a new audience who love what Jim Beam stands for as a brand, but have perhaps found the taste of bourbon challenging. We’re committed to maintaining Beam’s reputation for innovation and believe the Honey RTD products will strengthen our market-leading position, and deliver great sales results for our retail partners.”
Beam is supporting the launch of Jim Beam Honey RTDs with a $1 million integrated marketing campaign that will include an above-the-line investment focusing on path-to-purchase outdoor media and online advertising, along with a range of in-store point of sale support and an extensive sampling activation.
Jim Beam Honey & Cola and Jim Beam Honey & Ginger Beer are available now in a four-pack 300ml slim-line can with an RRP of $16.99.