Owner of Jim Beam, Beam Suntory has just extended its portfolio with an orange-flavored variant of its much-loved classic.
Jim Beam Orange is 37.5% ABV, offering notes of vanilla and char, and of course – sweet orange. And is available now from select sellers in the USA for the registered retail price of just $15.99 USD, per 750ml.
The drink is the newest addition to Jim Beam’s range of flavored whiskeys. Previous tastes in the portfolio include Jim Beam Black Cherry, Honey and Red Stag, Kentucky Fire, Apple, Vanilla, and Peach.
Through its flavored portfolio, the Kentucky-based producer hopes to convert consumers to the Bourbon category by ‘unlocking new occasions’ to drink the spirit.
The orange expression was developed for use in ‘simple summer cocktails’, with the brand championing the ‘sessionable’ Jim Beam Orange Highball – one part Jim Beam Orange to three parts soda water – as its signature serve.
For more information, head over to the brand’s official website.
The distiller has been focusing on Highballs as a key aspect of its marketing as of late. Last month, Jim Beam introduced two new canned cocktails, the Classic Highball and the Ginger Highball, to its RTD offering; earlier this year, it introduced a campaign to promote Highballs as alternatives to beer.
The campaign first aired on January 4 with a new TV spot, “Need a Break From Beer,” across multiple national news, entertainment and sports networks, and will run nationally throughout the year. The spot uses classic beer tropes found at any local bar to inspire drinkers to make their next round a Jim Beam Highball.
Jim Beam, is also currently upgrading its visitor experience. The Clermont, Kentucky-based brand expects to unveil its “elevated consumer experience” on the Kentucky Bourbon Trail in late summer 2021. The upgraded center will offer “expanded educational, historical, and culinary delights, giving loyal fans more reasons to visit more often.”