Maxxium UK is launching Jim Beam Apple – available from May onwards, the new flavour aims to recruit consumers into the US Whiskey category.
The new flavour will be supported by TV 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 signature serve, Jim Beam Apple Splash (Jim Beam Apple, tonic and a twist of lemon).
In the on-trade, support includes branded glassware, PoS and on-trade sampling. Jim Beam Apple is available in 700ml bottles and has an RRP of £19.70. ABV is 35%.