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Jim Beam's Red Stag boosted by national TV campaign return

Published:  12 August, 2013

Jim Beam hopes its second wave of national television advertising for its Red Stag Bourbon will help it drive on sales further following 100% plus increases in volume and value performance in the on-trade in the past year.

The brand, distributed in the UK by Maxxium, claims to have enjoyed a year-on-year MAT performance in the on-trade up 103% in volume and up 120% in value, and up 48% in volume and 83% in value in the off-trade (Nielsen, MAT June 22, 2013, and CGA week ending May 18, 2013) which has added £8.5 million to the US whiskey category in the past year.

The new television campaign will again look to target 21 to 35 year olds. The 10-second ad, The Chase, was first shown in March and shows a red stag leaping across a city skyline in a computer-generated chase scene.

Red Stag, a blend of Jim Beam Bourbon whiskey and black cherry flavours, was the first flavoured Bourbon launch in the UK when it was introduced in April 2011. It has since been followed by Jim Beam Honey in March 2012 and Devil's Cut last September.