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Whiskey and glass pack for Jim Beam Apple as flavours lift producer's bourbon sales

Published:  19 August, 2015

Maxxium UK is looking to give its new Jim Beam Apple flavoured bourbon a boost with the introduction of a value added pack in Asda stores.

The pack includes a 70cl bottle of the whiskey and a branded highball glass.

The UK was the debut market for Jim Beam Apple when it was launched in May. It was only given a release in its domestic US market last week.

Maxxium also sells Honey and Maple versions of Jim Beam in the UK, along with Red Stag, a black cherry-flavoured Jim Beam variant.

Combined Nielsen and CGA data for the year to June/July shows Jim Beam had 48.3% annual volume growth in the UK, a rise which Maxxium attributed to the impact of the flavours.

Janice McIntosh, marketing controller for imported whiskey, said: "Summer presents an important sales opportunity as consumers are looking to purchase spirits that are approachable and enjoyable. "

The whiskey and glass pack has an rrp of £19.68, and will be £15 on promotion.