Jim Beam expands flavoured whiskey range with apple

Jim Beam Apple whiskey

Jim Beam is expanding its range of flavoured whiskeys with the launch of a new apple flavour to help recruit more people to drinking bourbon.

Distributor Maxxium UK is introducing Jim Beam Apple, at 35% ABV, into the on-trade and off-trade in May, combining the taste of crisp, green apples with Kentucky straight bourbon whiskey.

It follows the success of other Jim Beam flavours in the UK market – Honey, Maple and black cherry-flavoured Red Stag – which have contributed to a 53.5% increase in volume for the brand.

Janice McIntosh, Maxxium UK’s marketing controller for imported whiskey, said: “Jim Beam is the fastest-growing whiskey, and flavours as part of that are adding huge amounts in terms of volume and value.

“Different flavour profiles enter it into different drinking occasions that the whiskey hasn’t been in before. It is recruiting people who have never bought into the whiskey category before.”

The recommended serve for the latest flavour is the Jim Beam Apple Splash, mixing it with tonic over ice with a wedge of lemon. However, it is also expected to be used by bars, pubs and clubs for creating original cocktails and twisted classics.

To tie in with the press launch, Far Rockaway bar in Shoreditch, east London, presented The Jim Sling, created by bar manager Joe Gibson. See below for the recipe which was inspired by memories of childhood and the classic Kentucky dessert, the stack cake.

The launch of Jim Beam Apple will be supported by television advertising in June and July, a digital and social programme and sampling in key urban locations, including the on-trade. There is activation in the on- and off-trade in addition to value-added packs and bar kits featuring the Apple Splash serve.

In the on-trade, promotional support will include branded Jim Beam Apple glassware for Jim Beam Apple Splash along with bold point-of-sale materials to communicate the serve.

Janice said: “Jim Beam Apple is a fresh twist on our delicious bourbon that has been made with pride by the Beam family for 220 years. As a brand that has ‘Make History’ at its heart, Jim Beam is once again first to market with a flavour that will recruit new consumers to the category and build the growth of bourbon in the UK.

“Flavours remain an important segment of the category and we are proud to offer customers and consumers a new variant and refreshing signature serve as an exciting way to enjoy Jim Beam.

“Jim Beam Apple Splash is a refreshing serve perfect for the forthcoming summer months allowing our customers to capitalise on the growth of US whiskey and flavoured bourbon.”

On the nose, Jim Beam Apple has notes of crisp green apple with undertones of caramel and vanilla. It has a tart and crisp taste, with the juicy apple complementing the caramel notes from the bourbon, leading to a finish of light apple with a touch of oak.

In the off-trade, Jim Beam Apple will be available at Morrisons from May. In retail, it will have the recommended price of £19.70.

Jim Beam Apple Splash
25ml Jim Beam Apple
50ml tonic water
Pour Jim Beam Apple and tonic water over cubed ice.

The Jim Sling by Joe Gibson
25ml Jim Beam Apple
25ml Homemade cinnamon syrup
12.5ml Xante pear liqueur
12.5ml Lime juice
25ml Apple Juice
Lemonade or soda
Shake the first five ingredient and serve over cubed ice, topped with a splash of lemonade or soda.

Previous Scandinavia inspires new coffee, dining and drinking concept
Next Floating bar returning to London from Hull after £1.5m refit