Jim Beam launches Red Stag brand in the UK
Maxxium UK has announced the launch of Jim Beam brand Red Stag in the UK - the first flavoured bourbon for the UK market.
Made with four year old Jim Beam bourbon whiskey infused with natural black cherry flavours, Red Stag is predominantly aimed at 18-24 year old professional males and will benefit from a significant investment programme from Maxxium UK including consumer activity, on and off-trade promotions and a PR campaign to propel the brand forward.
Consumer activity communicating the tagline ‘a different breed of bourbon’ includes sampling at festivals nationwide, social media, advertising and a number of unique events that will bring the brand to life. On and off-trade activity will focus on sampling and engaging visibility at point of purchase.
Maxxium UK’s marketing controller for Red Stag Eileen Livingston commented: “The introduction of Red Stag reinforces Jim Beam’s global market leadership status. Today, flavoured spirits have become increasingly popular and Red Stag allows Jim Beam to introduce bourbon to new drinkers who wouldn’t normally drink it.
“The opportunity for Red Stag in the UK is huge and it will bring in drinkers from categories including rum, imported whiskies and specialities. Retailers in all channels have responded really positively to the launch and we have some great listings lined up including Tesco, Asda, Waverley TBS and Matthew Clark Wholesale. Coupled with a strong and robust marketing plan, we are confident Red Stag will become one of the most successful launches this year.”