By Andy Young
Jim Beam bourbon is targeting the growing refreshment trend, with the $3m launch of the Jim Beam Citrus Highball RTD.
The new drink will launch next month and the brand is hoping it will help to introduce a new generation of drinkers to bourbon. The Jim Beam Citrus Highball will be available from Coca-Cola Amatil (CCA) from August 8 and Australia is just the second country, after Japan, to sell the JB Citrus Highball.
Shane Richardson, CCA’s managing director of alcohol and coffee, said: “We’re committed to working closely with our partner Beam Suntory and with our customers to reinvigorate the bourbon category in Australia.
“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 and brand partner Beam Suntory are hopeful that the new RTD will bring long-term growth in the RTD market by appealing to both existing and new bourbon drinkers. Bourbon already accounts for about half of all RTDs sold in Australia and is worth approximately $1.2bn in sales value.
The Citrus Highball blends the mild, natural sweetness of Jim Beam bourbon with the sharp, crisp flavours of three specifically selected varieties of grapefruit.
Described as having a “sweet citrus aroma, with a hint of subtle oaky vanilla” the JB Citrus Highball has a 4.8 per cent ABV, comes in a 375ml can and will be available in both six- and 10-pack formats. The launch will be supported by a $3m national advertising campaign, running from October 2016 to March 2017, which will include above-the-line and digital advertising, in-store promotions and sampling campaigns.
CCA has also revealed that it is planning further innovation in the refreshment segment with another new product launch to be announced in the next week.
Reminds me of a product a few years ago called ‘Citrus Jack’ Daniels.