EUROPE. Beam Global Spirits & Wine, in collaboration with distributor Maxxium Travel Retail, is launching the first flavoured bourbon into European travel retail this spring.
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Red Stag is made with 4yo Jim Beam bourbon whiskey and is slowly infused with natural black cherry flavours |
“Red Stag by Jim Beam is an innovation that will redefine bourbon and appeal to consumers both in and outside the category,” said Beam Director of European Travel Retail Gareth Brown.
At a Red Stag launch event, held yesterday evening at All Star Lanes in London’s Bloomsbury, gathered journalists were introduced to the new bourbon, which is aimed predominantly at the young adult male market.
Red Stag is made with 4yo Jim Beam bourbon whiskey and is slowly infused with natural black cherry flavours and bottled at 40% ABV.
It will be widely listed in airports across European travel retail, with listings already secured at World Duty Free, Gebr Heinemann, Aerofirst, Munich Eurotrade, Schiphol Airport Retail and Belgian Sky Shops. It will be presented in 1 litre bottles with a RRP of €17.99.
A significant pan-European investment programme, including six months of sampling in key airport locations, will kick off this spring across the UK, Germany and other European airports, all aimed at replicating the success achieved by the brand in the US, since its launch in 2009.
The sampling will be augmented with eye-catching sampling bars and promotional material, such as branded chilled shot machines and a team who will entice travellers to trial and purchase Red Stag.
Brown added: “The introduction of Red Stag reinforces Jim Beam’s global bourbon category leadership status. Travel retail is a key showcase market for Jim Beam, where it is the number one bourbon so the opportunity for Red Stag is huge.
“Today, flavoured spirits have become increasingly popular and Red Stag allows Jim Beam to lead this trend in the bourbon category and broaden its appeal and consumer base, driving incremental volume and market share. It is set to be one of the biggest launches of the year.”
Described by the makers as perfect on its own or mixed with cola, Red Stag is a versatile drink designed to raise appeal and accessibility to non-bourbon drinkers, bringing new consumers into the Jim Beam brand and the bourbon category as a whole.
