By Rebecca Harris and Ian Neubauer
Beam Global Spirits and Wines pulled off a carefully planned public relations exercise on Friday when eskis packed with ice, beer mugs and the new Jim Beam and Ginger Beer RTD were delivered to media outlets around the nation at 4:00pm precisely — a time affectionately known as beer o’clock.
Marketed as ‘the beer for bourbon drinkers’, the new flavour joins the growing Jim Beam RTD range, including Jim Beam & Cola and Jim Beam Long Black.
“It’s all about choice and this new twist delivers the perfect substitute for those wanting something different,” said Jim Beam brand director, Ray Noble.
“Jim Beam and Ginger Beer offers a full bodied flavour suited to the more mature palette. The spicy ginger flavour has been well balanced with Jim Beam Bourbon to deliver a smooth dry taste that will appeal to a growing number of consumers discovering the increasingly popular flavour of ginger beer,” he said.
Jim Beam and Ginger Beer will be available nationally from June.