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Devil’s Cut by Jim Beam contains the whiskey that is left in the wooden barrel, which is then carefully extracted and reintroduced to the bourbon |
US. Beam Global Spirits & Wine reinforced its focus on innovation at the IAADFS Duty Free Show of the Americas last month with a number of new product launches set for the travel retail channel.
Speaking to The Moodie Report in Orlando about the company’s exciting growth plans, Beam Global Director for European Travel Retail Gareth Brown said: “Innovation is a big part of our strategy in travel retail; we have a clear and succinct plan to grow our travel business, through a combination of focused investment in our core brand portfolio and incremental business through an accelerated programme of innovation.”
Turning to products and brands, Maker’s Mark handcrafted bourbon remains a big focus in travel retail. The travel retail team is expanding its range of premium, city-specific “skyline” gift packs. Each of the 16 “˜The Mark Of”¦’ limited-edition packs features a different city, including six in European and six across the US. Recent additions include Melbourne and Sydney, alongside Frankfurt for key partner Gebr Heinemann.
Devil’s Cut by Jim Beam unveiled at IAADFS
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Courvoisier Rosé (18%abv) is a blend of French red wine and Cognac, which can be enjoyed chilled, neat or over ice |
Red Stag by Jim Beam, the black cherry-flavoured bourbon that was previewed at the 2010 TFWA World Exhibition, continues to perform well in the US and is set to launch in travel retail and European domestic markets from April 2011, noted Brown. Launch activity will centre on key airports targeting UK and German consumers.
Another variant on the playful personality of Jim Beam is the new Devil’s Cut by Jim Beam, which was prominently on display at the 2011 IAADFS show last month. Launching initially in the US domestic and travel retail market in July 2011, followed by an international roll-out next year, the product contains the whiskey that is left in the wooden barrel, which is then carefully extracted and reintroduced to the bourbon. The 90 proof whiskey is darker in colour than the original Jim Beam and has a burnt look to the label, lending a fun, devil-may-care feel to the product.
Strengthening the Knob Creek bourbon brand is the new Single Barrel Reserve 9yo whiskey bottled at 120 proof. Described as smooth, woody and vanilla flavoured, the product is targeted at new consumers who are interested in single barrel whiskey. It is launching now in the US domestic and travel retail market.
Courvoisier Rosé – “a very exciting concept”
To reinforce the credentials of the Courvoisier Cognac brand and “demystify” the Cognac category, two new products are being introduced. The first, which is being rolled out now, is an aged range of 12yo and 21yo Cognacs, made using grapes from the Borderies and Grande Champagne regions respectively.
The second product is Courvoisier Rosé – “a very exciting concept” – which was developed by Beam to bring new drinkers to the Cognac category. In response to the rosé wine trend, this 18%abv product is a blend of French red wine and Cognac, which can be enjoyed chilled, neat or over ice. The US/Caribbean domestic and travel retail debut will take place this year, and the rest of the world will follow in 2012.
Yet more innovation is to come in time for the 2011 TFWA World Exhibition in September, promised Brown, so readers of The Moodie Report will have to watch this space.
