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Jim Beam Honey |
Beam Inc, in collaboration with Maxxium Travel Retail, is aiming to reinforce Jim Beam’s position as the world’s number one bourbon with the launch of Jim Beam Honey in European travel retail.
Jim Beam Honey is made with 4yo Jim Beam bourbon whiskey, slowly infused with natural honey to produce a deep, rich flavour with a sweet honey finish.
Targeted at 18-34 year olds, it was developed as a versatile drink with a smooth, sweeter flavour profile, designed to raise the appeal and accessibility of bourbon to consumers both in and outside the category.
Jim Beam Honey is 35%abv and available from September 2012 in one-litre bottles at a recommended retail price of €17.99, initially in Eurotrade and Gebr Heinemann stores.
The introduction of Jim Beam Honey in European travel retail follows its successful launch in the German domestic market and also the UK earlier this year where it became the first honey-infused bourbon on the market.
Beam EMEA Travel Retail Business Manager Antony Kime said: “We are seeing some strong growth in the bourbon category and the introduction of new products like Red Stag by Jim Beam and now Jim Beam Honey is broadening our appeal to younger LDA [legal drinking age] consumers and cements Jim Beam as the innovator in the whiskey category.
“Jim Beam Honey is the latest product in the whiskey category that Beam has launched into the German market. It is proving to be compelling to consumers.”
Maxxium Travel Retail Managing Director Glen Williams added: “As a key market for Jim Beam both domestically and in travel retail, Germany makes the ideal launch-pad for this new flavoured whiskey. The Jim Beam portfolio is a major focus for our business and the launch of Jim Beam Honey will enhance visibility of the brand yet further, create interest in the category and drive sales for our customers.”
The introduction of Jim Beam Honey follows the launch of Red Stag by Jim Beam last year and Devil’s Cut six months ago.
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