Beam Suntory‘s Jim Beam Classic Highball, Ginger Highball RTDs
Category – RTD, Bourbon-based, 5% abv
Available – From this month
Location – The US, available nationwide in the off-premise channel
Price – SRP of US$2.50 per 12oz (34.1cl) can, $9.99 per four-pack
Beam Suntory is bringing the ‘highball’ premix variant of its Jim Beam Bourbon brand to the US.
Six years on from the concept’s debut in Japan, Jim Beam Classic Highball and Jim Beam Ginger Highball hit US shelves this month. The pair comprise Jim Beam mixed with sparkling water and, in the case of the former, “a hint of citrus”.
The Ginger Highball replaces sparkling water with ginger ale, with the pair being positioned as “a refreshing, convenient alternative to beer”.
“We know that so many drinkers get tired of beer and crave something refreshing, lighter and more balanced,” said Beam Suntory’s MD for the James B Beam Distilling Co, Malini Patel. “Our new ready-to-drink Highballs are the perfect way to enjoy Jim Beam in a new, refreshing way – whether you’re a Bourbon fan or you’re trying Bourbon for the first time.”
Earlier this year, Tim Warrilow, CEO of UK-based mixer company Fever-Tree, told just-drinks about a TV activation the brand owner had lined up in the US with Beam Suntory to promote the Jim Beam ginger ale premix. “The spirits brands are waking up to the fact that this is how they get people to drink more of their premium spirits,” Warrilow said. “We’re finding ourselves running co-promotions with more and more spirit brands across the world.”