Jim Beam launches Bourbon based RTD cocktails
US bourbon brand Jim Beam is tapping into the trend for tins as it unveils two new whiskey-based canned cocktails.
The new launch comes in two flavours, a Jim Beam Classic Highball (Jim Beam bourbon with seltzer and dash of citrus) and Jim Beam Ginger Highball (Jim Beam bourbon, and ginger ale). The cocktails, which have an abv of 5%, are availabe as a four pack or as single cans.
“We know that so many drinkers get tired of beer and crave something refreshing, lighter and more balanced,” said Malini Patel, Managing Director for the James B. Beam Distilling Co. at Beam Suntory. “Our new ready-to-drink highballs are the perfect way to enjoy Jim Beam in a new, refreshing way – whether you’re a bourbon fan or you’re trying bourbon for the first time.”
The canned cocktails are the latest release from the US-based bourbon company, which says ther offer a refreshing, convenient alternative to beer, “the perfect drink for cookouts, BBQs, tailgates, sports viewing (when and where safe) and more this summer,” the company said.
The canned RTD market in the US is currently experiencing a boom, and is set to to achieve volume growth of 35.3% compound annual growth rate (CAGR) from 2019-2024 according to data from IWSR. The RTD category, which includes hard seltzers, flavoured alcoholic drinks and pre-mixed cocktails, is predicted to have grown by 43% last year, analysts say, and is expected to be the only alcoholic drinks category to see volume growth. Around 200 million cases of hard seltzer and spirit-based RTD drinks were produced in the US last year, according to figures from Credit Suisse, with volumes expected to reach 350m cases this year.
Last month Diageo announced it was investing US$80m in the ready-to-drink (RTD) market, with plans to expand production capability and a high speed canning line at a new facility in Planfield, Illinois.