Maxxium UK launches Jim Beam RTD

By Emily Kearns

Published: 24 April, 2013

Maxxium UK has announced plans to launch Jim Beam Lime Splash in the UK, following its successful reception in Germany.

The pre-mixed drink will be available in 30cl cans, features Jim Beam White Bourbon with lime-lemonade and is designed to offer an alternative to Bourbon and ginger or cola.

Lime Splash is the latest in a string of innovations from Jim Beam, with the past two years seeing the launches of cherry-infused Bourbon Red Stag, Jim Beam Honey and premium Bourbon Devil's Cut.

Eileen Livingston, Maxxium UK's marketing controller for imported whiskeys, said: "RTDs provide the perfect entry point into spirits for our target consumers, giving them the chance to try something new at relatively low cost.

"Flavoured spirits are growing in popularity and Jim Beam Lime Splash taps into this trend while providing a light drink perfectly served in a portable format, ideal for in-home drinking occasions, summer picnics, barbecues and outdoor events such as music festivals.

"Through innovation we are recruiting new consumers to the Jim Beam family as well as sparking interest in the Bourbon category and this launch makes the brand even more accessible and raises appeal among those who may not usually drink Bourbon, or are yet to try it."

Jim Beam is also investing £9 million in a campaign to drive awareness and encourage trial across its portfolio.

Jim Beam Lime Splash will be available in Asda from the end of this month, before being rolled out to other stores later in the year.

Printer friendly version