Distributor Maxxium UK said Jim Beam Lime Splash combines Jim Beam white bourbon with lemonade and lime and is primarily pitched at 18 to 24 year olds.
The 4.6% RTD, which is available in the off-trade, is the latest addition to the Jim Beam portfolio following the launches of Red Stag, Jim Beam Honey and Devil’s Cut, all of which were introduced in the last two years.
Eileen Livingston, Maxxium UK’s marketing controller for imported whiskeys, said RTDs offer the “perfect entry point” to the category. “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 amongst those who may not usually drink bourbon, or are yet to try it,” she said.
Image – Jim Beam Lime Splash is 4.6% ABV.