Jim Beam, promoted as the world’s number one bourbon, is set to introduce a new generation of drinkers to the drink with the launch next month of the new ready-to-drink Jim Beam Citrus Highball.
Bourbon accounts for about half of all RTDs sold in Australia and is worth around $1.2 billion in sales value (Aztec National Off Premise Value Scan, FY2015).
By tapping into the global consumer trend for refreshment, Coca-Cola Amatil (CCA) and brand partner Beam Suntory are backing the new Citrus Highball to unlock long-term growth in the RTD market by giving existing bourbon drinkers “a refreshing alternative” to keep them in the category longer, and appealing to new drinkers of both genders to extend the bourbon occasion.
Available nationwide from CCA from August 8, the Citrus Highball is marketed as blending the mild, natural sweetness of Jim Beam bourbon with the sharp, crisp flavours of three specifically selected varieties of grapefruit to create a refreshing alternative to beer or cider.
“Coming off the back of the recent arrival of Double Oak, the global rebranding of the Jim Beam trademark packaging, and the introduction of our nationwide ‘Bourbon Legends’ platform, this latest product launch is another example of the kind of exciting innovation that we believe is needed to reframe the bourbon category and drive growth in today’s challenging market,” CCA Managing Director of Alcohol & Coffee Shane Richardson said.
The launch makes Australia the second country after Japan to sell the JB Citrus Highball.
With an ABV of 4.8 per cent, Jim Beam Citrus Highball comes in a 375ml can and is available in both six- and 10-pack formats. Its launch will be supported by a $3 million national advertising campaign (October 2016 to March 2017) including ATL and digital advertising, in-store promotions and sampling campaigns.
