Maxxium UK is launching Jim Beam Apple, the latest flavour innovation from the world’s No. 1 bourbon, Jim Beam®. Available across the on- and off-trade from May, this new flavour is set to recruit consumers into US Whiskey and drive continued category growth.

JBAppleWith a refreshing take on family tradition, Jim Beam distillers have brought together the taste of crisp, green apples and Kentucky Straight Bourbon Whiskey. The result is a perfect balance of apple and delicious bourbon, rich with American heritage, with a light, juicy twist. The signature cocktail, Jim Beam Apple Splash, mixes Jim Beam Apple and tonic over ice, with a wedge of lemon for a delicious, refreshing cocktail all year round.

Jim Beam is one of the fastest growing whiskey brands in the UK growing at 53.5% volume MAT and flavours have fuelled the growth of the brand over the past four years driving the overall category. A leader in innovation, Jim Beam continues to Make History by being the first to introduce flavoured whiskies in the UK, including Red Stag by Jim Beam, Jim Beam Honey, Jim Beam Maple and now Jim Beam Apple.

The launch of this new flavour will be supported by television advertising in June and July, a digital and social media programme along with sampling in key urban locations. There is activation in the on- and off-trade in addition to Value Added Packs (VAPs) and bar kits featuring the refreshing signature serve.

In the on-trade, promotional support will include branded Jim Beam Apple glassware for serving “Jim Beam Apple Splash” along with bold POS to communicate this exciting new serve. An on-trade sampling campaign will prompt trial and purchase throughout key cities engaging consumers with the new Jim Beam flavour and serve.

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