Jim Beam releases new apple flavour

Bottle of Jim Beam Apple

Maxxium is launching Jim Beam Apple, which will be available across the on- and off-trade from May.

The new variant joins Red Stag by Jim Beam, Jim Beam Honey and Jim Beam Maple in the brand’s flavoured whisky portfolio. It brings together “the taste of crisp, green apples and Kentucky Straight Bourbon Whiskey” and has a “light, juicy twist”.

The launch will be supported by television advertising in June and July, a digital and social media programme, as well as sampling in key urban locations.  There will be on- and off-trade activation, in addition to Value Added Packs.

Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh said: “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.”

Jim Beam Apple is available in 700ml bottles and has an rrp of £19.70.