Created by Beam Suntory, the world’s third largest premium spirits company, and distributed across Australia by Coca-Cola Amatil.
“For the past few decades, Jim Beam has been the favourite premix in Australia. This was driven by meeting the ever-changing taste and needs of the consumer and their lifestyle,” said Demetrius Giouzelis, Jim Beam marketing manager.
The new Double Serve premium expression contains two standard serves of Jim Beam Bourbon in each can, giving drinkers more of the bourbon they love in the same familiar format.
“The addition of Double Serve will continue that tradition by giving consumers the bourbon premix they know and love but served the way the like it with two standard serves of Jim Beam Whiskey in it. The additional Kentucky Straight Bourbon (6.7% ABV versus the regular 4.8%) means consumers can taste more of the craft and quality that goes into each Jim Beam can,” added Giouzelis.
A new take on Kentucky Straight Bourbon premix, the first cans of Double Serve will hit shelves from July 21 (ABV 6.7%, RRP $23.99 for a four pack) with a 10 pack to be launched in October for a limited time. The launch will be supported in the off premise by a point of sale and visibility package, key retailer catalogue support and specific out of home advertising.
“This is a great example of our partnership with Beam Suntory in action and our shared commitment to drive growth in the RTD category,” said Tobias Hoogewerff, sales director for Coca-Cola Amatil’s Alcohol & Coffee.
“For our retail customers, we believe Double Serve offers a great trade up and basket spend growth opportunity, and we’ll be supporting this by driving consumer awareness and trial with a heavyweight through the line campaign targeting digital, outdoor and in-store shopper touchpoints.”
According to a shopper study by research agency The Leading Edge in April 2016, over a third of shoppers said they consider ABV when purchasing and are happy to pay more for a perceived better value product. Higher ABV sales (6.1 to 7% ABV) now makes up 14% of the Bourbon RTD category and are growing at +7.2% value.
The introduction of the new Jim Beam Double Serve follows the packaging refresh that launched globally in 2016. It was born from insights into changes in consumers drinking habits and occasions, where they continue to look for greater quality in their drinking repertoire.