Catering to a growing trend for peach-flavoured alcoholic drinks in the UK, Jim Beam has launched Jim Beam Peach (ABV 32.5%, 70cl, RSP £18).
Initially available exclusively to Asda, the brand’s latest flavoured bourbon will roll out to other retailers from April.
The latest addition to the Jim Beam portfolio aims to attract new consumers to the category while also giving the 225-year-old brand a chance to increase its share of the flavoured whiskey market.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK, commented: “We are delighted to launch this new liquid, which showcases the flavours of Southern America and allows drinkers to enjoy a taste of summer, wherever they are.
“Jim Beam Peach joins our extensive range of flavoured bourbon and gives us a great opportunity to appeal to a younger and wider audience with this trendy fresh fruit flavour.”
