By Amy Looker, editor National Liquor News

Beam has confirmed it will reintroduce a six-pack can format for its Jim Beam and Canadian Club SKUs to complement its four-pack and large format RTD products. 

Over the last two years, Jim Beam has launched several new pack formats to meet changing customer demand, with Beam marketing director, Trent Chapman, saying it is imperative that the company provides what retailers and consumers want. 

“Given our leadership position in the market, it is critical that we listen to our retail partners and work closely with them to have the right products and formats available to fuel category growth,” he said. 

“While large format RTDs are in growth, it is critical for category growth that we have two convenience packs available for immediate consumption – the four-pack and the six-pack.” 

Jim Beam and Canadian Club launched the four-pack SKU in September last year, giving consumers the option of a four, 10, 15 and 24-pack format. 

“Our market research shows that the launch of four-packs has been successful in bringing new drinkers into the RTD category with more accessible price points, but we also have many devoted Jim Beam and Canadian Club fans who love the six-pack,” says Chapman. 

“This move is to ensure we meet their requirements while maintaining support for four-packs to stimulate overall growth in the category.”

The Shout Team

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1 Comment

  1. If the intention was to quell retailers need for customer demand then why is it more expensive to purchase the same 24 cans in 6pks rather than 4pks.
    Someone needs to go and sharpen their pencil.

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