Following its successful launch in Germany last year, the introduction of Jim Beam Lime Splash into the UK is hoped will deliver an alternative to current popular RTD flavours such as cola and ginger.
The new drink is 4.6% ABV and is initially available in Asda stores in the UK. It will be rolled out across other multiple grocers and the wider off-trade later in the year.
“RTDs provide the perfect entry point into spirits for our target consumers, giving them the chance to try something new at relatively low cost,” said Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston. “Flavoured spirits are growing in popularity and Jim Beam Lime Splash taps into this trend while providing a light drink perfectly served in a portable format.”
© FoodBev Media Ltd 2024