Suntory Oceania has expanded its bourbon brand, Jim Beam, with the launch of an RTD bar-serve drink.
The beverage features a combination of bourbon and cola flavours, packaged in a 250ml slimline can.
Operating at an alcohol by volume metric of 10 per cent, the launch provides a higher-strength option within the brand’s existing pre-mixed beverage line.
Distributed in a four-pack packaging format, the product carries an RRP of $35 and is available nationally through Coles, Liquorland and selected independent retailers.
Johnny Morgan, senior marketing director of Suntory Global Spirits Oceania, said the development of the Bar Serve format reproduces a standard bar-mixed beverage profile for mobile consumption during social gatherings.
“Jim Beam has always been part of bringing people together,” said Morgan. “Bar Serve builds on that heritage, bringing the taste of a classic bourbon and cola serve to a new format and giving consumers another way to enjoy Jim Beam with friends and family.”
The product development relies on the brand’s established market positioning as a high-volume global seller in the whiskey category and complements the existing bourbon profiles, including Jim Beam Bourbon, Jim Beam Black and Jim Beam Flavours.
The parent entity, Suntory Oceania, manages a regional portfolio of more than 40 beverage brands across the spirits, non-alcoholic drinks, and coffee sectors in Australia.
Last month, Suntory Oceania inaugurated its new $13 million warehouse at its manufacturing facility in Wiri, Auckland.
