Beam Global Australia has launched two new ready-to-drink products to entice women into the bourbon fold.
The two new pre-mix variants – Jim Beam Honey & Cola and Jim Beam Honey & Ginger Beer – are the company's first flavoured bourbon RTDs, however the company launched Jim Beam Honey full spirit in March 2012.
According to Beam, they offer a “softer, smoother taste with a hint of honey delivering an approachable flavour profile for women and men who may find the original taste of bourbon a challenge”.
“The new flavour offerings, which come in sleek slim-line cans, will have universal appeal, though the main priority is to further expand the bourbon category and entice more female consumers into the trademark,” the company said.
Beam said it planned to support the launch with a $1 million integrated marketing campaign spanning outdoor media and online advertising, in-store point of sale support and extensive sampling.
Beam’s bourbon brand director, Ray Noble, said honey flavoured bourbon was a way for Beam to reach a new audience who love what Jim Beam stands for as a brand, but who may have found the taste of bourbon challenging.
“We’re committed to maintaining Beam’s reputation for innovation and believe the Honey RTD products will strengthen our market-leading position, and deliver great sales results for our retail partners.
“Beam has an exceptionally strong three year innovation pipeline that will continue to evolve based on consumer insights and demands, as well as customer feedback and requirements," he said
According to Beam, the flavoured bourbon category represented 7.5 per cent of total bourbon sales in the 12 months to September 2012, according to Aztec figures.
Honey RTDs designed to make bourbon more appealing to women.
