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Launch of Jim Beam Citrus Highball set to refresh bourbon

The world’s number one bourbon is set to introduce a new generation of drinkers to bourbon with the launch next month of the new Jim Beam Citrus Highball Ready To Drink (RTD) beverage.

The world’s number one bourbon is set to introduce a new generation of drinkers to bourbon with the launch next month of the new Jim Beam Citrus Highball Ready To Drink (RTD) beverage.

Bourbon already accounts for about half of all RTDs sold in Australia and is worth approximately $1.2Billion in sales value*. By tapping into the global consumer trend for refreshment, Coca-Cola Amatil and brand partner Beam Suntory are backing the new Citrus Highball to unlock long-term growth in the RTD market by giving existing bourbon drinkers a refreshing alternative to keep them in the category longer, and appealing to new drinkers of both genders to extend the bourbon occasion.

Available nationwide from Coca-Cola Amatil from August 8, the Citrus Highball blends the mild, natural sweetness of Jim Beam bourbon with the sharp, crisp flavours of three specifically selected varieties of grapefruit to create a refreshing alternative to beer or cider.

Said Shane Richardson, CCA’s Managing Director of Alcohol & Coffee, “We’re committed to working closely with our partner Beam Suntory and with our customers to reinvigorate the bourbon category in Australia.

“Coming off the back of the recent arrival of Double Oak, the global rebranding of the Jim Beam trademark packaging, and the introduction of our nationwide Bourbon Legends platform, this latest product launch is another example of the kind of exciting innovation that we believe is needed to reframe the bourbon category and drive growth in today’s challenging market.”

The launch makes Australia the second country after Japan to sell the JB Citrus Highball.

The Jim Beam Citrus Highball (ABV of 4.8%) comes in a 375ml can and is available in both six- and ten-pack formats. Its launch will be supported by a $3M national advertising campaign (October 2016 to March 2017) including ATL and digital advertising, in store promotions and sampling campaigns.

Tasting notes
Aroma - Sweet citrus with a hint of subtle oaky vanilla
Taste - Undertones of bourbon with refreshing citrus flavour leading to a clean and dry finish

*Aztec National Off Premise Value Scan, FY2015

About Coca-Cola Amatil and Beam Suntory

As part a long-term agreement with Beam Suntory, Coca-Cola Amatil is the exclusive sales and distribution agent for the Jim Beam Bourbon range across Australia, and is responsible for the manufacture, sales and distribution of the ready-to-drink (RTD) range.

About Beam Suntory Inc.

As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the flagship Jim Beam bourbon and Yamazaki Japanese whisky, as well as world renowned premium brands including Maker’s Mark and Knob Creek bourbons, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and
Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur. The company generates annual worldwide sales exceeding $4 billion excluding excise taxes.

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and entrepreneurial culture. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.