Jim Beam's Red Stag comes to UK and travel retail

19 April, 2011

Jim Beam has launched its Red Stag bourbon-based drink in the UK market and in travel retail outlets across Europe.

The drink is made with four-year-old Jim Beam bourbon whiskey infused with “natural black cherry flavours”.

The 40%abv spirit launched in the US in 2009 and during 2010, the company sold 200,000 cases.

Consumer activity in the UK is to include sampling at festivals, social media activity and advertising. The aim is to communicate the brand’s tagline “a different breed of bourbon”.

Distributor Maxxium UK has introduced chilling machines that cool the drink to 4ºc and consumers are encouraged to drink it neat from a shot glass. Other serves include with cola and in a Manhattan cocktail.

Red Stag will be available through most of the major multiples with an RRP of £21.75 for 70cl.

In travel retail, the brand is to launch in Germany through Heinemann and throughout the UK through World Duty Free. The product will be available in one-litre bottles, priced at a 10% premium to Jim Beam White.

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.