US debut for Beam's Red Stag

Jim Beam is trying to pep-up the Bourbon category with the launch of a version of the whiskey flavoured with black cherries.

Red Stag by Jim Beam is initially being introduced in the brand's native US market where the 80˚ proof spirit will have a guide retail price of US$17.99 for a standard-sized bottle, though it will also be sold in 50cl and 1-litre sizes.

Beam Global said Red Stag was intended to appeal to "long-time Jim Beam fans and new consumers who may not have previously considered the Bourbon category".

Kelly doss, senior director of Bourbon and whiskeys at Beam Global Spirits & Wine, said: "Our fans know that we would never treat fine Bourbon with anything but respect.

"Red Stag's flavour was hand-selected for its ability to complement the taste of Jim Beam."

Details of in-market activity will be revealed in May.

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