Maxxium UK Unveils Jim Beam Lime Splash

25 Apr 2013 --- Maxxium UK has announced the launch of Jim Beam Lime Splash, a 330ml ready to drink (RTD) serve from the world’s number one bourbon, set to reinvigorate the RTD category and drive further recruitment to the Jim Beam portfolio.

Following its successful launch in Germany last year, the introduction of Jim Beam Lime Splash into the UK delivers a convenient solution for shoppers looking for an alternative to current popular RTD flavours such as Cola and Ginger. It combines Jim Beam White bourbon with lime-lemonade to create a unique refreshing blend aimed at an 18-24 year old audience.

Packaged in a vibrant white can, Jim Beam Lime Splash benefits from striking on-shelf standout, in contrast to the darker designs of other RTDs currently available. Jim Beam Lime Splash is 4.6% ABV and best consumed chilled, straight from the can.

Initially available in Asda stores from the end of April, Jim Beam Lime Splash will be rolled out across other multiple grocers and the wider off trade later in the year.

The launch is part of an on-going investment in innovation which in the last two years has seen the launch of Red Stag by Jim Beam, the first ever cherry infused bourbon, Jim Beam Honey, the first honey-infused bourbon and Devil’s Cut, a unique innovation in premium bourbon. As part of this year’s £9million investment to drive awareness, build loyalty and encourage trial across the portfolio, Jim Beam made its national television debut with an advertising campaign.

Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston, says: “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 whilst providing a light drink perfectly served in a portable format, ideal for in-home drinking occasions, summer picnics, BBQs 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 amongst those who may not usually drink bourbon, or are yet to try it.”

The RTD category in the UK is worth £660m and sells more volume than any other spirits category[1]. Cans are driving growth, with 20 new premixes in the last year, a strong testament to consumer demand for flavour innovation.

Jim Beam has shown strong performance in the off-trade over the last year and continues to significantly outperform the American Whiskey category in the UK, with growth of +56%, compared with category decline of -1.5%1.

The launch of Jim Beam Lime Splash is being supported by a consumer PR campaign including social media, as well as point of sale and digital marketing on Asda website.