Spirits distributor Maxxium UK is introducing its latest innovation, Jim Beam Honey into the off-trade.
The launch follows its on-trade launch in March this year.
From mid-October the honey-infused bourbon will be rolling out across selected multiple grocers, independent specialists and luxury retail outlets.
Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston, said:
“We are delighted to be launching Jim Beam Honey into the off-trade.
“It has been extremely well received by consumers in the on-trade due to its authentic honey flavour.
“Availability in take-home will deliver even greater access to consumers who have an appetite for flavoured spirits and are looking to be inspired to try something new – particularly as we head into the Christmas season.
“Jim Beam is investing in innovation to inspire and recruit consumers to the bourbon category.
“In the past 18 months alone, we have launched Red Stag by Jim Beam, the first ever cherry infused bourbon, Jim Beam Honey, the first ever honey-infused bourbon and most recently Devil’s Cut, a first-of-its-kind innovation for premium bourbon drinkers.
“We are recruiting new consumers into the brand whilst driving excitement around bourbon, evidenced by category-busting growth of 18% in the last year, versus total imported whisky, which grew by 3%.”
Made with 4 year old Jim Beam bourbon whiskey, Jim Beam Honey is slowly infused with natural honey, and has a 35% ABV.