Maxxium UK hoping to make a splash with JB Apple

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%.

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